Search engine optimization (SEO) is a way to improve the visibility of your website. But, so is pay per click marketing (PPC). This article will discuss the benefits of each option, and declare a winner.
PPC Basics
Pay per click marketing is essentially the concept of paying a search engine to post your link on its site, with you paying them each time that the link is clicked. Click rates vary depending upon a variety of factors, including how competitive your chosen keyword is.
SEO Basics
SEO is the idea of improving your traffic rates organically– that is, without paying a third party for advertising your site or product. Search engine optimization revolves around the idea of using certain words in a strategic manner, and overall, using SEO best practices.
If You’re Broke or Low on Money
If you running short on cash, it may be best to stick with SEO methods, as if you enact the methods on your own, it’s free. On the other hand, the cheapest PPC methods run at least $5 to $10 a day. There, of course, is a middle ground of purchasing a limited amount of PPC clicks, especially while starting out.
To Get Initial Traffic and Conversion Ratios
In order to obtain initial traffic, and their concomitant conversion ratios, you will traffic, which PPC can more efficiently provide than SEO. In the long term, SEO periodically changes in terms of its formula, which also gives a leg up to PPC.
The Importance of Phrasing
An advantage of SEO over PPC is not only that clicks are expensive, but the prices widely vary depending upon what specific words one uses. For example, a paid advertising link for “auto insurance” will likely cost significantly more than simply using “car insurance online,” despite the two phrases meaning the same thing.
While SEO can be fickle, it will not cost your business more in order to have a specific word or phrase.
Management
Constant monitoring and management is required of both SEO and PPC campaigns. PPC campaigns often require a firm to hire a digital marketing firm who is well-versed in optimizing results. SEO takes the same amount of effort, especially early on in the campaign, in order to get your brand out there. In the long run, algorithm updates require a user of SEO to stay on top of their brand and the ways to elevate it.
Other Considerations
Also, one should take into account the perception that some people look at companies that they find via advertising in a less positive light than ones found while simply searching. In other words, a company that is viewed as smaller and more intimate, might appeal more to certain sensibilities and demographics. Furthermore, regardless of whether it is warranted, they may be regarded as being more credible.
SEO is also more likely to appear across search engines, if done correctly.
Conclusion
SEO and PPC are both effective ways to gain traffic and customers, but SEO wins the battle by a slight margin, for its cost effectiveness and its universal nature– if it appears at the top of one search engine, it will most likely be at the top of another.
With this being said, by no means are SEO and PPC mutually exclusive. An effective campaign can– and in many cases, should– use both.
If you’re interested in SEO copywriting, try out some professionals at 360 Online Marketing is an internet marketing firm in Boulder, CO specializing in PPC advertising, SEO and web design.
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