• Aditya Sharma

SEO v/s PPC – Which is the best digital marketing strategy for your business?

Choosing an online digital marketing strategy for your online business can be a difficult task for you. Businesses that are looking to drive more traffic to their websites are faced with the tough decision of choosing between Search Engine Optimization (i.e. SEO) and Pay-per-click (i.e. PPC). Both SEO and PPC have their marketable leverage. While SEO requires a compelling initial time or capital investment, the upward shift in the search engine ranking works to frequently drive traffic to a website. On the other hand, PPC drives traffic and users to a website immediately but tends to come at a higher cost per user.

Depending on your business’s situation and marketing goal, one strategy may work better than the other. For some businesses, it may be even better to use a combination of both digital marketing strategy i.e. SEO and PPC.

What is Search Engine Optimization i.e. SEO?

SEO is a process of optimizing a website and its web pages to increase its organic search visibility in search engines such as Google, Yahoo, and Bing. Most of the SEO efforts revolve around improving the ranking of the website on Google, the market-leading search engine with a market share of approximately 90%. Typically, SEO involves making changes to the website layout and content following the beliefs held about Google’s search engine ranking process.


. Traffic quality – Traffic is driven through SEO arrives because the link is directly relevant to the user’s search query. Users who arrive organically through the SEO are filtered already by the search engine are more likely to become loyal customers.

. Long-term effect – SEO takes time to take effect, the upward boost in the Search Engine Result Pages (SERPs) continually drives the organic traffic to the website. While it may require occasional maintenance or content updates, SEO can keep your website on the first page of Google continuously. SEO may require a significant amount of time and money investment upfront but will continue to pay dividends over a long period. SEO will endure driving traffic to your website for years, even if the marketing budget dries up.

. Cost – Though SEO is not cheap. Generating large quantities of quality content takes tons of endeavor and money. However, because of its sustained nature and effect, SEO lean to be more cost-effective than substitute marketing methods such as PPC.

. Brand awareness – Building assurance and recognition with your users is the key to reorganize them into customers. Appearing on catechizing related to your business will improve your brand’s visibility and public recognition. As if your website appears on a variety of topics, then your website may begin to be recognized as a reliable source of information on your business’s field. By establishing your website as a leading resource in certain areas, you can also establish your business as a leading brand within the industry.


. Long startup period – Moving up SERPs can take months or even a year. During this period, the ROI is not very large. SEO only starts paying dividends after a certain period.

. Uncertainty – No guarantee investing in SEO will drive your business to the first page of a Google search. Furthermore, because SEO can take months or years, a business may end up endow a year into SEO only to find the outcome disappointing.

. Competition – Many businesses in the same field as yours may also imbue in SEO. In this case, to rank higher than them, it may take more investment into longer and higher quality content.

What is Pay-per-click i.e. PPC?

In PPC advertising, advertisers may pay a publisher only for the ads that are clicked. PPC marketing usually whirls around injunction to have your links emerge in the ads section of certain keyword searches. By paying for the PPC, you can ensure that anytime a user enters certain keywords in Google, your business may appear on the first-page ads section on the top of the SERP.


. Immediate results – After your PPC ad campaign is approved and your bid is high enough to hit the front page, traffic will start rolling into your website. While moving up in the SERPs via SEO can take months or even years, PPC will ensure that users will come to visit your website immediately. For certain events such as a sale or launch, a business may wish to take advantage of PPC to drive users to the website immediately.

. Guaranteed front-page appearance – Appearance on the first page of a Google search is incredibly powerful. Most of the searchers on Google do not bother looking beyond the first page of the search. Depending on the competitiveness of certain keywords, it can be exceedingly difficult to hit the front page of Google search results through SEO tactics. So, by paying for PPC, a business can ensure that they will appear on the front page of Google and that they will get that visibility and traffic boost by appearing there.

. Visibility – This goes hand-in-hand with front-page appearances on the webpage. By appearing on the front page on Google search results through PPC, users may commence diagnosing your brand. Users who perceive your brand over several different searches will be more inclined to both visits your website and probably become loyal customers.

. Scalability – PPC is exceedingly easy to scale up or scale down. If the marketing budget is increased, more keyword searches can be added to your website. If the marketing budget is decreased, scaling down the PPC is as simple as just removing advent in certain keyword searches.


. Price – PPC can be quite expensive. Because the price to appear on the front page of Google ads is chosen through a bidding process, higher competition for keyword searches may increase the price per click and advertising cost. On top of this, PPC is instinctively expensive. The cost per click typically may range around £1-£2. On the other hand, PPC typically suffers from a smaller return on investment when compared to SEO.

. No longevity – Once a business ceases to pay for PPC, they no longer appear on the ads section of the Google searches. From that point onward, any traffic that arrives at your business from the PPC marketing will typically only be repeat customers or users with the brand recognition. When the marketing budget stopcock for PPC is turned off, the traffic stopcock from PPC is simultaneously turned closed.

Which is better for my business i.e. SEO or PPC?

So which is better? Well, it bet on your industry and cost. Ideally, both the SEO and a well-structured PPC campaign contribute to lead to the best results for a business. You will quickly begin seeing more clicks and leads come in to provide your business is making money while you wait for your SEO efforts to pay off.

If you have the budget and you need to see immediate results. Then alluring in a PPC campaign will show you the fastest results. But it can still take time and trial and error to hone in on ads that catechumen without overpaying for results.

On the other hand, if you have a longer timeline in mind and do not need to see immediate results. Then SEO efforts can endeavor some of the best results and return over time. You would not be subject to always paying for the website traffic and leads or having to come up with the new ads to encounter Ad blindness.

However, a well-thought-out marketing plan that associates the two efforts, tends to lead to the best overall conclusion.

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