This is a question most digital agencies are asked when bringing their online marketing strategy to life. SEO has the obvious attraction being the lowest cost option, however it takes time and effort to gain traction. PPC has immediate results, but it can be costly. Often it comes down to your budget and your objectives in terms of how quickly you want to scale your growth.
Using SEO for My Business
SEO is an important activity to invest in. Although it requires a regular and consistent level of effort, the associated costs are much lower than PPC. It potentially also generates more qualified leads.
Good organic rankings on Google for a specific keyword indicates that you’re a trusty business that is worthy of being classified high up in the searches. Searchers often select the organic listings over paid advertising spots when conducting a search query of Google. In short, doing well organically shows you are naturally good and arguably do not need to pay for adverts.
SEO does however come at a cost. Granted, it’s less than the budget you might throw at PPC, but it’s certainly not free. Expect to pay for local citations, link building activity and an expert SEO consultant’s time. Also, SEO will take time to build up your reputation within Google – so there is the cost of investing at least 6 months of activity before you might start seeing good results.
Using PPC for My Business
PPC has a direct cost-per-click. Generally, you’re only likely to achieve results with a minimum spend of at least £50 – £100 per day on clicks. Anything less and you’re unlikely to get a good return on your investment.
However, the great thing about PPC is that it’s highly targeted. By using specific keywords and ensuring you specify “negative keywords” (to tell Google about similar or associated terms that you don’t want to generate traffic for), you can ensure the traffic to your site via PPC ads is precise in terms of your target audience. This makes for a higher conversion rate.
Be careful not to waste clicks. Each click makes a dent in your allocated budget, so you want to make sure your landing page is highly relevant to the keyword or phrase you have used in your ad.
Using SEO and PPC together
Contrary to some belief, it’s not a question of choosing SEO or PPC. Despite the fact that they appear to compete against each other, using both SEO and PPC can actually complement one another. There’s plenty of research to suggest that using PPC actually boosts your SEO performance. More points scored with Google on the optimisation of your site.
Consider it covering all the bases. PPC can be used to scale quick results on specific keywords. SEO can be used to target the keywords that might be too expensive for a PPC campaign and earn organic, trusted results. To the user, seeing a PPC and SEO spot on the front page for a brand is a big win and is likely to maximise click through.
Post contributed by Whitefish Marketing, a specialist UK SEO agency.