Digital Marketing

SEO vs PPC - Which one is Good for your Business

December 10, 2019 - Sukrala Times

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When it comes to driving traffic to a website, there are two options, organic traffic and paid traffic. Organic traffic comes from proper search engine optimization (SEO) and paid traffic comes from pay per click (PPC) campaigns. Just to understand, organic traffic is free and paid traffic is of course costs you.

People often get confused about which method to use for traffic. But it is important that before making a decision, you should know what are the differences, pros and cons of implementing SEO and PPC. In this article, I am going to cover in-depth information about SEO and PPC.

First, let's take a look at an image that shows Google's organic and paid results. Results paid based on Ad Rank usually appear at the top - your bid, auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), ad rank threshold, a person's reference search (location , Tools, search time, search terms, other ads and search results on the page, and other user signals and features), and extensions and other advertisements The expected impact of hydro-drafting.

What is Search Engine Optimization (SEO)?

"Search engine optimization (SEO) is the process of improving the visibility of a website to drive organic traffic from search engines. SEO involves many different tasks from website technical improvement to content creation. Search engine optimization is a slow and step by step process that you will have to work continuously to get results. It can take months to get traffic depending on keyword difficulty.

Keyword Difficulty - In SEO terms, keyword difficulty is a metric that describes how hard a particular keyword is to rank on search engines. The higher this value, the harder it is to compete with others using that keyword. Therefore, to win the game there is a need to focus on less competitive keywords.

Search Volume - The search volume is the amount of queries and searches for a particular key-phrase made in the search engine over a given period of time. As an SEO person, unless you are working for your own keywords, you need to focus on keywords that have high search volume.

On-page SEO

On-page SEO is the practice of optimizing individual web pages to earn higher and more relevant traffic in search engines. On-page refers to both the content of a page and the HTML source code that can be customized. On-page SEO is something you do within a website such as technical improvements, content creation, content formats, and more.

On-Page SEO Techniques:

  1. Proper Keyword Research
  2. Optimize Page Titles
  3. SEO Friendly URL Structure
  4. Optimize Meta Description
  5. Optimizing Media Files
  6. Proper Content Formatting
  7. Take Care of Website Speed
  8. Mobile-First Design (Responsive)
  9. Content SEO
  10. Maintain Keyword Density
  11. Work in LSI Keyword
  12. Maintaining Headline Hierarchy
  13. Proper Internal Linking
  14. Use Outbound Link
  15. Developing High-Quality Content

Off-page SEO

On the other hand, off-page SEO is also an important strategy to bring in traffic, build website trust and relevance. Off-page SEO is done outside the website.

The off-page SEO technique is sometimes called the off-site SEO technique - it is a technique to improve the ranking of a website in search engine ranking page (SERP). Basically, it is a type of promotion of a website across all internet channels.

Off-Page SEO Techniques:

  1. Social Media Promotion
  2. Email Marketing
  3. Question and Answer Submission
  4. Influencer Marketing
  5. Link Building and Link Exchange
  6. Image, Video, Document Submission
  7. Social Bookmarking
  8. Blog Commenting
  9. Local Business Listing

There is another term in SEO called Technical SEO. Technical SEO refers to optimization techniques related to the technical part of a website such as the structure of the website, the technology used to build the website, etc.

There is no standard definition of technical SEO, but there are some SEO experts who think that technical SEO is something that provides a beneficial platform to rank your content and make it a success. This ensures that your website complies with all guidelines set by the search engines. Technical SEO falls under the framework of on-page SEO services, but has been increasingly complicated as it relates to another domain.

SEO Pros

  • SEO traffic is FREE
  • SEO traffic is considered to be more stable
  • SEO leads to better user experience
  • SEO is a primary source of leads
  • SEO brings higher close rates
  • SEO promotes better cost management
  • SEO builds a better brand credibility
  • SEO takes you ahead of the competition in the long term

SEO Cons

  • SEO takes a long time
  • SEO results in low conversion compared to PPC
  • SEO has no guarantee for #1-page results
  • You can not have full control over users
  • You may get a slap from the Algorithms

What is Pay Per Click (PPC)?

Pay Per Click is a marketing model where advertisers pay some money based on an ad click. PPC is the process of buying visitors through various platforms. One of the best examples of PPC is search engine advertising using Google AdWords. As the name suggests, advertisers have to pay according to the clicks they receive.

Pay Per Click marketing is seen as one of the best ways to promote a business online. ROI is considered by marketers and business owners as 1 logical step to be taken in testing keywords and profitability before they attempt search engine optimization or SEO with their hands. But like SEO, PPC also has its advantages and disadvantages. Before you dive into PPC, it is a good idea to first know its pros and cons, so that you can get the most out of it.Pay Per Click

PPC Pros

  • PPC gives you instant result
  • PPC results in a high conversion rate
  • PPC excludes website related technical functions
  • You can control over your ads
  • You can target specific (Geographical, Demographical) audience
  • Free from search engine algorithms updates
  • PPC Gives You Measurable Results

PPC Cons

  • It is NOT FREE
  • PPC Costs high – the more you pay the more you get the results
  • You get traffic as long as your campaign runs
  • PPC can be quite complicated

SEO vs PPC Comparison

Search Engine Optimization (SEO Pay Per Click (PPC)
You can do it FREE You have to pay
Search Engine Optimization is a long term game. You get results quickly
Low conversion rate High conversion rate
SEO gives stable traffic PPC will run as long as you pay
Works on "More effort, more traffic" principle Works on "More money, more traffic" principle
It involves lots of technical improvement in the website PPC expert does not have to be involved in detail technical improvement of the website
Search engine will decide which content to show on top based on the keyword phrase relevancy Optimized to specific keyword
SEO requires lots relevant posts, pages, media files, thorough content PPC not necessarily have lots of posts, pages, media files
It is an ongoing effort, long term strategy that requires new content and good user experience It is campaign for certain periods of time

My Suggestion!

Well, we have now come to the conclusion. We know how PPC and SEO work in business. But when it comes to making choices, both are great options. Just what you need to do is what your objectives are. For long term business, it is a good option to invest in SEO, but for quick sales and time-specific business, you better go for PPF option.

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