Boosting traffic on a website can turn out to be the most vital and cumbersome task for any marketing manager. There are two basic strategies to give the initial boost required: search engine optimization (SEO) and pay-per-click (PPC).
Both SEO and PPC have their positives and negatives. Let’s take a closer look at the various aspects of both of these strategies to help you choose between the two while devising a marketing strategy.
If you have a small marketing budget, then always opt for SEO. It is not exactly free but it will cost less than any other method.
If you want to build a brand name and trust, then it is always better to go with organic search results. It will take time but it will be more trustworthy.
The return on investment (ROI) is much better in case of traffic acquired by organic search results.
SEO is more sustainable and cost-effective in the long term. The click-through rate (CTR) is much better from SEO. Genuine users will prefer organic search results over ads.
Blogging and on-page optimization can improve customer engagement. Backlinking can help build contacts with other reputable businesses. This will make the search engines see your business as trustworthy too.
If you have a larger marketing budget, then PPC is a great solution. Your ads will be positioned at the top of search results and will catch the user’s eyes immediately.
In the case of small businesses, it is best to run ads that target people around you. PPC can help you attract local searchers by using location-based keywords.
It is easier to get an in-depth analysis of the campaign to check for errors and improve the results with PPC.
PPC is a much faster way to promote your website in a shorter span of time.
With PPC, you can track your daily spending with the help of Google Analytics.
If you have a shopping website, then ads with images can prompt a quick click.
To maximize performance, it is best to use both of these strategies together. Paid as well as organic search results are the best way to increase visibility and clicks.
To choose the best between the two, you should list your requirements before deciding. Your ultimate goal is to increase your business size. You can move forward effectively only when you understand what results to expect from your campaigns.
SEO will fetch you long term gains and PPC will show immediate results. But if your SEO is not strong, then no matter how much money you pour into your ad campaigns, you will never get the desired results.
You have to consider a lot of factors before deciding between SEO and PPC. If used correctly, they are both good for business and can get viable results.
To understand more about SEO and PPC, check out this infographic by SpyFu.