Search Engine Optimization (SEO) and Pay Per Click Ads (PPC) are both great ways to gain more traffic to your website and drive more conversions. For years, people have debated over which one is more effective and the answer is neither! In reality, you should be utilizing both tools to your advantage. Let’s take a look at what each of them is about and why you should be using both instead of one or the other.
PPC and SEO Cannot Replace Each Other
Paid Search and Organic Search target two completely different markets. One does not simply start doing paid search and end up taking the ranking of companies that have done SEO to help with organic search.
Paid search is more focused on trying to reach non-branded clients. For example, let’s say a person searches for a product and your paid ad pops up at the top of the first page on Google. They may know nothing about your company or your products but since you showed up in their search results he or she may be interested.
Can organic have that same effect? Maybe in some cases but overall, organic searches are more known for showing up in the middle of a page and best used for targeting potential customers who know our brand.
Now on the flip side, can Pay Per Click be used to help target organic users? Yes! Even though paid search is different than organic search, they can work hand in hand with each other.
Let’s say a person is looking for a product and you show up in the middle of the first page. Your organic search is in the running for being clicked on and is ranking well but it still may not be enough. Now, suppose you have a paid search result and an organic search result showing up on the same page. This can sway that person to pick your ad since it is present multiple times and adds to the strength of your brand.
Both PPC and SEO Come at a Price
Many believe that PPC is more expensive than SEO because it involves spending money every time someone clicks on your ads. You might even have to pay a fee if you are doing it through a company that professionally manages your account. But, as many SEO experts will tell you, SEO takes time, money and expertise as well. If you want to rank well organically, you are going to have to pay for it. A big factor is how much each lead and conversion are worth to your business. If each conversion you get is $1000 versus $100, you may have to pay more and the total cost of SEO could outweigh PPC in the long run.
PPC and SEO Don’t Pick Up the Slack for Each Other
Some people make the mistake in thinking that you can replace one for the other; the idea that if you use PPC and switch over to SEO (or vice verse), you will get the same results. Like I said before, this could be the case in certain scenarios but ideally, this is not the case. Both SEO and PPC have their own markets they are trying to exploit and switching from one to the other will more often than not result in lower traffic from that specified market.
Boston Web Marketing
Boston Web Marketing specializes in both SEO and PPC and can help your business drive more impressions to your website. For more information on our services, give us a call at 857.526.0096 or fill out a contact form.