Which Is Better: SEO or PPC?

Which Is Better: SEO or PPC

Which is better between SEO and PPC? There is actually no general answer to this question, and it mainly depends on your current objectives, situation, and the overall marketplace. This is a question that is often asked by many small business owners, and it is not the easiest of questions to answer. When you are looking to boost traffic to your website, there are usually two options available at your disposal: Search engine optimization and Pay-per-click. You could pay for traffic using the pay-per-click advertising programs that are offered by Google Adwords and Yahoo Search Marketing. They help you display ads in the sponsored results section of a search engine results page. Then, you will have to part with some cash depending on the competitiveness of your selected keyword anytime a viewer clicks through from the ad to your site.

On the other hand, Using SEO, you could build your traffic for free by achieving higher rankings in natural search results, which are the listings that are displayed right below the sponsored results. To accomplish this, you will need to adhere to the best SEO practices to try and have your website displayed more prominently and often on these pages. It could take around 6-8 months for you to get to the top of natural results, but free, targeted traffic has been found to be a worthy investment for the long-term gain.

Now the question comes in, which of the two approaches is better? Usually, it will depend on your budget and needs. If you need more traffic fast and are ready to pay for it, then pay-per-click advertising is what you need. If you are operating on a shoestring budget, however, it makes more sense if you chose to invest your time in chasing higher search rankings with Search Engine Optimization.

Which is Better: SEO or PPC Infographic 2019
Aiir Digital: Which is Better: SEO or PPC Infographic 2019

What is SEO Used For?

Search engine optimization (SEO) refers to any activity that tries to improve the search engine rankings of your website. In the search engine results, Google usually displays links to the pages which is considered authoritative and relevant. Authority is generally measured by analyzing the quality as well as a number of links coming from other web pages.

Google uses a sophisticated algorithm to give a score to every site, and every search people perform on Google to determine the site that should rank best for the products or services that customers are looking for. You should look at the algorithm as many empty buckets and your job is to fill up more buckets than your competitors. You could increase your search engine rankings by having a high score regarding the quality of your website, the authority of your website, and being the most trusted store for what your clients are looking for. Therefore, optimizing your website for search results implies earning the highest score in as many aspects as possible. And while there are numerous buckets, it is important to note that some have more value than others. The three buckets you should focus on for better search rankings are Authority, Quality, and Trust.

So when you talk about SEO, it is a process of proving to the search engines that your site is the best, most trusted, most authoritative, and most interesting site they can offer the researcher. Get many people to talk about your website, produce high-quality content, get people to link back, and Google will have more confidence in ranking you as the best result they can provide to their researchers.

What is PPC Used For?

Pay-per-click is merely an online advertising model where advertisers will pay every time a user clicks on an online ad. There are different forms of PPC ads, but the paid search ad is the most common one. These ads usually appear when internet users search for products and services online via search engines.

For ads to appear alongside the search engine results, advertisers do not just pay more to ensure their ads are showcases more prominently. Instead, the ads are usually subjected to an Ad auction through which the search engines establish the validity and relevance of advertisements appearing on their Search Engine Result Pages. With an Ad Auction, advertisers are required to bid on the keywords they want to display or trigger their ads.

Since you must pay for every click on your ad, it is important to bid on keywords relevant to your business so that you can be sure of a good return-on-investment.

How Can SEO and PPC Be Used Together For Maximum Traffic?

Although search engine optimization and pay-per-click are separate marketing platforms with unique purposes and roles, they both play for a single team. Ultimately, the aim of both is to attract visitors to your website. Improving your website with search engine optimization increases your chances of ranking on the first page for your targeted keywords. In addition, buying ads for the same keywords lets your ads appear at the top of the page when people search the keyword.

Many people often wonder, how can SEO and PPC be used together for maximum traffic? Well, that’s what we are here to find out.

1. Increasing Visibility

One of the most obvious reasons why SEO and PPC should be used together is the added exposure they provide to your website on the search engine result pages. Many businesses are often tempted to cut down their PPC efforts when a search term ranks at the top. However, it is vital to bear in mind that the top two results on most search engine result pages are usually PPC ads. Dominating the paid and organic search results aids in increasing traffic besides giving the impression that you are an established presence in a niche.

2. Using the Best PPC Ad Copy to Create an Organic Content Strategy

It has been found that what works for PPC will obviously work for SEO. By determining the PPC ads that bring in more conversions, you will be better poised to create meta descriptions, title tags, and page contents for better organic rankings.

3. Share Keyword Data

Combining SEO and PPC campaigns provides you with double data to analyze. Determining the organic and PPC keywords with the highest conversion rate can provide you with information to optimize your entire strategy. Besides, you might discover more unexpected information about your target audience and use the information to refine your PPC and SEO strategies.

It is important to remember that PPC and SEO are continually adapting to the new changes in Google algorithms so you must pay close attention to these changes and always update your PPC and SEO strategies.

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