Choosing Between SEO & PPC

Filed under category: Search Engine Optimization

choosing between search engine optimization (SEO) & PPC Pay per click

Choosing between search engine optimization and pay per click is an important first step in your online marketing strategy. Both strategies are complicated and both have their advantages and disadvantages. It all comes down to your goals. But which service should you choose? Should you use both?

There are major differences between these two marketing strategies from implementation to results. Essentially, the decision to use SEO and/or PPC comes down to your marketing budget and how well you know your market.

Search Engine Optimization

Using a professional SEO service (Search Engine Optimization) is more of a long-term marketing strategy for you if you have a firm grasp of your "keyword market". In other words, you DEFINITELY know which kinds of keywords your target market uses to search for websites like yours online, whether or not you actually have an "official" keyword list together. You're ready to lock-in your website's relevancy for long term traffic.

You could hire a professional SEO company or attempt to optimize your website yourself. Either way Search Engine Optimization takes times, but it'll save you more money in the long run because any traffic increase you receive will be organic (free). Keep in mind, it can take months to see results (especially if you have a larger website) because you must wait for search engines to update your website in indexes. Optimized properly you can reap the benefit of continuous organic traffic for years.

Pay Per Click

Using a PPC management service (Pay Per Click Advertising) through a provider like Google Adwords, is a more dynamic (faster) marketing strategy to use if you're unsure about your specific keyword market. You have an existing website but you haven't a clue as to the kinds of keywords your target market uses to search for websites like yours online and you'd like to test many different keywords all at once.

Again, you could hire a professional SEO company or attempt to build & manage an online advertising campaign yourself. Either way, Pay Per Click Advertising campaigns will give you instant feedback for ANY keyword you test to see if they're generating any significant traffic (called "impressions"). You're also able to learn which keyword traffic is interested in your website by tracking their visits from your ads (called "clicks"). You also have your choice as to where and when your ads will appear.

You begin to learn which keywords are defined as your target market VERY quickly, while also pulling real visitors to your website. However, PPC providers charge you for each visit, hence the name "Pay Per Click". You'll definitely need an additional advertising budget to invest in this marketing strategy; a financial risk if you're inexperienced in managing your online ads and keywords (i.e. you pay for each "click" to your site whether or not it's the "right" traffic, or if any product is purchased at all).

Both SEO and PPC

Let's say you're between both extremes; you have an idea of your target keywords, your website isn't optimized but you don't have time to wait and you need to pull traffic quickly. Well if your budget allows, it's always recommended to invest in professional SEO service as well as PPC management service at the same time.

Ideally, you develop both strategies simultaneously running your online advertising until your website is sufficiently optimized. Once your website is optimized, it may be advantageous to pause your online advertising or scale it back to cut costs. However is your Pay Per Click campaign is also optimized for cost-effective advertising, you could simply enjoy traffic from both market channels

So which service should you choose?

It all depends on your budget, how well you know your keyword market and how quickly you're looking to pull visitors to your website. The more aggressive you are in your efforts, the more traffic you will generate. A professional SEO company such as ours will be able to give you proper consultation and guide you toward which online marketing strategy is best for your business.