If you’re new to digital marketing, you should know that Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are two of the most popular marketing strategies many companies utilize for internet campaigns. They serve the same purpose, but their implementation and the entailing pros and cons differ entirely.
Here’s a helpful comparison of the two to help you figure out the difference between PPC and SEO.
Search Engine Optimization (SEO)
SEO is a digital marketing technique you can utilize if you aim to gather traffic naturally. It involves more efforts to keep high-quality content to rank higher in search engine result pages (SERPs). You get better visibility if you rank higher in SERPs, which means higher chances to get more clicks.
SEO is more than just about writing good content and proper keyword placement. To make it work, here are the critical elements of SEO that you should also work on.
● Page Title
● Meta Description
● Internal and External Linking
● Site Speed
● Cost-Efficient. If you have an in-house writer or an SEO content marketing expert, you don’t have to spend too much on SEO. However, suppose you feel like investing in SEO. In that case, marketing agencies like Gorilla 360 can help you improve your content, from backlinks, keywords, and other SEO elements to help your site rank higher in SERPs.
● Help Boosts Credibility. If your site ranks higher in SERPs, this only means that search engines, such as Google, deem your site credible and reliable. In return, it boosts the trustworthiness of your business. That’s why you should invest in improving your site by consistently adding more high-quality content after launching your first SEO.
● 24/7 Campaign. This is one of the best advantages of SEO. It’s because once you publish an article or blog post, it will stay forever on the internet unless you delete them from your site. So, your site will continue to appear when users search for relevant topics. However, you should continue to update your SEO content in a timely manner.
● SEO Take Time. Ranking in search engines will take a considerable time, and the estimated period depends on several factors. So, SEO isn’t your best bet if you expect an immediate result.
● Intense Competition. You should understand that uploading your SEO content online means making an enemy out of others. As you may know, the internet is vast. Also, it isn’t impossible that thousands, maybe millions, of users may upload content that is closely similar to yours. So, standing out from all the competition can be a considerable challenge.
● Not Guaranteed Results. Another disadvantage of SEO you shouldn’t ignore is that after you upload your content, the result will depend on the search engine’s algorithm. Moreover, Google only tends to rank sites that have proven their ability to exist for enough time. Until then, you’re not nearing the first few SERPs.
Unlike SEO, PPC is a model where advertisers like you pay the publishers every time a user clicks on their ad campaign. What’s best about this is that you can use SEO to improve your PPC and drive more traffic to your site.
If you want to further improve how you can be creative with implementing your digital marketing models and techniques, it’s possible to utilize a few more in a single ad campaign. The most common type of this is Google Ads and the other ad campaigns that you see in your emails.
To further compare PPC and SEO, here’s a brief review of the elements of this digital marketing model. You can also read more about how to improve your PPC here.
● Landing Page
● Conversion Path
● Measurable. Unlike SEO, PPC allows you to measure your results. You can easily track conversions, ROI, and your marketing campaign’s other key performance indicators. Platforms like Google Ads have a system that allows marketers or business orders to do this function.
● Quick Results. After you go through the procedures of publishing PPC campaigns, you can immediately start appearing in related searches. Some platforms approve ads simultaneously, so you don’t have to wait for a long time until you can start receiving your clicks.
● Have Complete Control of Your Ads. Unlike SEO, you completely control your ad campaign from beginning to end. You can set a budget of how much you would want to spend on a PPC ad each day, or if you’re in a busy period, you can easily pause the campaign for a few days or so.
● Cost Can Add Up. Although you can set a budget in PPC, you’ll be surprised how easily the cost can add up if you’re not monitoring closely. That’s why you must carefully optimize your campaigns so that you can also secure your ROI.
● It needs to be monitored Closely. In connection with what was mentioned, you must invest time in PPC. Unlike SEO, where you can leave the article for a long time, you’ll need to optimize your PPC for better results constantly.
● Fierce Competition. Due to its popularity, bidding for keywords is relatively competitive. If you have a limited budget, you might not be able to get your desired keyword, especially if it’s popular. That’s why the cost can build up and will need constant monitoring to ensure you receive returns on your investment.
Ultimately, the best type of digital marketing for you is the one that suits your brand and company best. However, you can utilize both SEO and PPC to further improve your chances of driving traffic to your company. It’s all about careful and proper marketing planning. Thus, when you’re preparing your marketing plan, consider all the elements, advantages, and disadvantages to arrive at the best option.