With the advent of the Internet, more and more people are using search engines like Google to find the products and services they need. Search engines have become an essential medium that influences the buyer’s purchase decision. The chances of people finding your website through search engines are much better than landing there outright. Therefore, a strong presence in search engine results becomes crucial for businesses.
Search engine optimization (SEO) and pay per click (PPC) are the two most important marketing strategies aimed at driving the visitor to the website.
SEO is a combination of various strategies and techniques used to increase the number of visitors to a website by improving its ranking in the organic results of a search. Higher search engine rankings mean higher number of visitors, higher conversion rates, and therefore higher revenue. SEO includes techniques such as keyword research, SEO auditing, on-site optimization, off-site optimization, competitor analysis, and evaluation of results.
PPC is one of the most popular forms of search engine advertising. Google allows advertisers to show their ads in the sponsored results section. The advertiser pays a fixed amount to the search engine when their ads are clicked. The click directs the visitor to the advertiser’s website. So instead of winning the search visits organically, a business somehow buys the visits to their site.
Both methods aim to convince users to visit and increase traffic to your website.
Both approaches have their merits and drawbacks, and before deciding what is the best strategy for your business, you should consider the following points:
- Consideration should be given to how much you want to spend on marketing. If you are working on a tight budget, PPCs may not be a viable option and increase your expenses. PPC allows benefits such as:
- The main goal of any website is to generate traffic and increase conversion rates (CR). And the website variables need to be tested to work on the weakest points and improve the CRs. PPCs can be used to buy the required traffic and reach the result quickly.
- The search engine algorithm changes from time to time. Sites optimized for one type of algorithm suffer when the algorithm changes and the new update is instantly required. But while you pay for each click, you are immune to algorithm changes.
- Cost per click (CPC) is different for different keywords and phrases. Use the “Traffic Estimator” tool to find out the average cost of any keyword / phrase. Make sure the average cost of your specific keyword is not too high.
- Analyze how strong the competition is in your target market. Use the ‘Google External Keyword Research Tool’ to estimate the level of competition in your industry.
You may find that authority websites mostly control your specific keywords. Scrolling those sites to make a place for your website in the market is quite a complicated job. Instead, it makes more sense to use PPC services in this case.
It is not necessary that only one of the two strategies should be used. Both can be used in combination to have a powerful impact.