90 percent of all online experiences begin with a search engine, resulting in around 3.5 billion searches per day. Search is valuable for every business, but disagreements begin when it comes to organic search versus paid search. However, the decision of whether to invest in pay-per-click (PPC) marketing or search engine optimization (SEO) – or both simultaneously – is based on the state of your business and your marketing objectives.
However, a few universal truths mentioned below about SEO and PPC can help you make an informed decision.
While PPC produces faster results, SEO is a long-term strategy
PPC marketing allows your business to appear on page 1 of Google within days. Paid search results are shown above organic results on search engines like Google, so it’s a fast way to gain visibility above the fold.
Getting a high ranking in organic search, on the other hand, can take some time. A new website can expect to rank decently in organic search results for six to twelve months. SEO isn’t a one-day process. Is it even worth it?
The results of SEO are typically better than those of PPC
PPC can be instantaneous, but SEO offers better value. Organic search results receive 8.5 clicks for every click on a paid search result. There is a higher probability that users will click on organic results despite scrolling past the paid listings.
According to one study, organic traffic accounts for 40% of revenue. Search engine optimization (SEO) – is a long-term strategy that can yield long-term benefits.
PPC offers better ads and targeting
Your marketing message can be delivered with greater control and space with PPC ads. Besides a headline, PPC ads can also include
- call-to-action options
- site links
and callouts (bullet points) that make your message stand out among other listings. In addition, you can target your ads to the specific audience you want in specific locations at certain times of the day.
In contrast, organic listings are largely governed by Google’s confusing and often-changing algorithms, which allow for only a limited level of control.
SEO has the advantage of local optimization
SEO can help you improve your local presence – an aspect that has started to dominate search engine results. Local SEO is essential for businesses due to the growth of mobile searches and voice searches.
PPC and SEO both require healthy budgets
Organic listings do not charge for clicks, unlike PPC. However, this does not mean that SEO is cheaper. In contrast, SEO requires a substantial budget over a long period. You won’t see the results you’re looking for by paying for just a few months of SEO. You can have tighter control over your budget with PPC marketing (setting bid limits and fixed costs per day). However, it requires a certain level of investment.
In many cases, PPC and SEO can be combined to optimize results. You can consult a marketing expert to determine whether this is an appropriate option for your business.
Depending on your business, your competitors, and the products/services you offer, one option might perform better than the other.
Regardless of your choice, be prepared to invest both time and money into managing these strategies. PPC and SEO require consistent management and optimization. If you’re too busy to manage your strategy properly, consider hiring a digital marketing agency in Pakistan like PLYXIO to manage your marketing campaigns for you.