PPC vs SEO:The Digital Battle of This Century
You’ve heard their names and you know boosting traffic to your website is their game. Even though it all seems so darn simple, you’re sitting, staring at the Google Adwords home page wondering:
How does PPC even work?
Do I need to pay for this?
Can’t I just pay someone to do it for me?
Well, my friend:
And sure, if you want.
Let’s get down to the nitty-gritty, a proposed exercise in hand-holding, I’ll walk you through this. When it comes to boosting traffic to your website there are 2 options:
- Pay-Per-Click (PPC) advertising, or
- Search Engine Optimization (SEO)
So, How Does PPC Even Work?
Paying for traffic can be accomplished through PPC providers such as Google Adwords, Yahoo Search Marketing, Bing Ad network, etc. It’s essentially exactly what you think it is: you pay when people click. Search engine advertising is a way of buying visits to your site. Pay-per-click is a great way to jump-the-line into the exclusive bar-lounge, otherwise known as the first page of top search engines. If you do your research and target your market effectively you’ll narrow down the specific keywords or phrases your customers search for. The idea is to know what your customers need and how they ask for it. There’s no question as to why PPC conversion rates are anywhere from 1-4% higher than average conversion rates - it’s the magic of targeting.
To Pay or Not To Pay?
The price of paying for Google to sponsor your ad is subjective to one small-but-mighty caveat: Keywords. Incase you didn’t know, or maybe no one told you, these things are the whose-who of getting your site ranked higher on the web. In the interest of time, because we all know time is money, what you need to know right now is that keywords are search words or commonly searched words. The long and short of it is that the more common the words or phrases you choose are, the more expensive your ad will be. When the time comes to put your money where your keywords are you’ll need to analyze PPC with existing conversion rates, your competitors ad rankings and an ever-growing list of metrics just to make sure its worth it. Keep in mind, that if there is wiggle-room in your company’s advertising budget, this is an excellent, nay, necessary tool for driving traffic to your website and boosting your online presence.
So maybe you aren’t swimming in your money like Scrooge McDuck, that’s totally fine. Driving traffic to your website organically takes a bit of know-how, it can be time consuming and there’s a significant learning curve. This is not to say it’s impossible, it’s very possible, in fact, I know you can do it.
We've Covered PPC, but what about SEO?
Search Engine Optimization is the process of driving traffic to your websites organically. There are many SEO tools and SEO tutorials to get you started. It’s a good idea, regardless of how you choose to proceed, to get a feel for what SEO best-practices are and how to use them to your advantage. The goal is to get your site ranked higher by using relevant, highly searched, minimally competitive keywords in your website and meta-data. Finding the right keywords will take a bit of finesse, you need to have a complete understanding of what your target audience is searching for, how they’re searching for it and on what sites.
In conjunction with using quality keywords, promoting your websites content in the right places and getting as many links-in as possible will help your website grow and improve your search engine ranking. The resulting traffic will be organic, people are going to visit your site because it's worth clicking-through for. Mark my words, you’ll see webtraffic from quality sources and instantly your profits will soar, conversion rates will increase and smiles will form on the faces of stakeholders and managers.
In conclusion, SEO or PPC, which is best? Truthfully you’ll always need a combination of both. Even traditional marketing had a cost structure composed of free promotion in conjunction with paid-for adds.
And if you have the budget, why not both?
Well, alright, we here at Active K know 'why not both'. We know why you aren't jumping up and down, praising the heavens that you now have all the answers and tools you need, it's because you don't. Not to worry, we're here to help (we even have capes). We offer SEO, PPC and a multitude of other digital marketing and business development services because we know that sometimes you can't even imagine where to start and that's okay. Book a consultation with us, no strings, no gimmicks, just exactly what your company needs to go from 'who is...' to 'have you heard of.....'.
Industry Expert, Author and Digital Marketing Specialist
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