Organic SEO vs. PPC: When to Optimize and When to Pay For Traffic.
SEO and PPC are the two strongest, most dominant wheels of digital marketing. Where SEO stands for search engine marketing, PPC stands for pay per click. Both have a common end goal, that is, driving visitors, traffic and more traffic. Both SEO and PPC differ in their techniques and methodologies. They suit different situations. To decide when and how to optimise SEO and PPC for better marketing, let us know about these concepts in detail.
What Is Seo?
Search engine optimization aka SEO refers to the process of enhancing your website’s visibility. The aim is to improve a website’s rank on search engine pages like Google, Yahoo, Bing, etc.
As SEO company in India tells, SEO determines a website’s rank and invite organic traffic from search engines. By investing in SEO, you can increase the likelihood of your target audience. Find the right keywords on Google search and use it to attract more visitors. With right keywords you can promote your product and services much better. In fact research says that Google holds 92.24% of the search engine market share, hence most SEO strategies centre around Google.
When To Optimise Seo?
The SEO Company in India shows how SEO, a group of smart techniques can be aimed to propel a website to the first page of the web search pages. SEO has become vital for online businesses. SEO is more than creating and promoting content. It holds an important part of digital marketing strategy. As per recent statistics, 80% of the traffic generated for any website comes from the search engines. Google is undoubtedly the largest search engine. It sees more than 3.5 billion searches per day. So, most SEO campaigns should target Google. Now the question is, when is the right time to optimise SEO? As in, when to use SEO over PPC? Well, below are the few situations where SEO optimisation becomes significant:
- When the aim is consistent results: The best SEO company in Lucknow says that SEO optimisation works effectively when the aim is to have consistent results. Although SEO has a long gestation period, yet the results are sustainable and long term. Once your website gets at the top of the search page, or has a decent rank at least, your efforts will pay off. You will experience a constant audience. Keeping up the SEO campaign will further improve the results. Hence, you can stay at the top for a long time and reap long-term benefits.
- When you wish to build an authority site: An authority website, if you do not know, is an established resource centre for a particular niche. It is the official, or “go to” website. Authority website lets the members of that niche fetch certain information. Once an authority website has reached a good rank, it will be able to generate lots of traffic based on URL recall alone. And the best way to establish an authority website is SEO. Generate sustainable traffic to your pages. It will eventually build up a reputation until it becomes popular enough to dominate its market. The best way to sustainably generate the traffic for authority sites is posting clever content via smart SEO planning.
- When you want to increase the value of your website: Of course, increasing the value of your website comes through SEO. The best SEO company in Lucknow says that websites are the real and foremost eye catcher. If you want to sell your website for a premium price, you must increase its value. Amongst the many factors needed to increase the value, one is traffic generation. The consistency of traffic generated, page rank, search engine rankings will improve your popularity.
What is PPC?
PPC is elaborated as pay-per-click. It is a sub part of search engine marketing (SEM). Herein, advertisers pay a publisher like Google, or Facebook every time someone clicks on the ad. In PPC, advertisers have to pay only when consumers interact with their ads. As the best PPC company in India says you have to pay when people are attracted and interested in your offer. Marketers pay when they see people are ready to make a purchase. In other words, PPC is paid search engine technique. Herein advertisers bid on search keywords which are relevant to their target markets. Moreover, the cost of PPC ads depends on your industry and also on the keyword search volume. PPC advertising is as helpful as SEO. It helps your business to stay ahead in the competition and target more consumers, especially if you do not have the domain authority.
When To Optimise PPC?
SEO and PPC are to be optimised on different situations as per the different requirements. Pay-per-click marketing, as the best PPC company in India tells, is a paid method of promotion on search engine results pages. You simply have to bid to have your ads to appear in the sponsored results when a person search related keywords. The most popular PPC advertising platforms include Google Ads (AdWords), Bing Ads, and Facebook’s advertising platform. So, coming to the core topic, when should marketers optimise PPC? Below are the few situations where PPC optimisation is most effective:
When you need immediate results – The best PPC company in India tells that PPC renders fast results, really fast. So it works best for the situation when immediate results are desired. The moment your PPC ads are approved, your ads will immediately be displayed for millions of people to see. Hence, there is fair chance of instantaneous traffic. From this perspective, PPC works amazingly well with product launches, CPA marketing, squeeze pages, and affiliate marketing. PPC ads promote high converting offers, joint venture (JV) projects, seasonal promotions, and event-focused marketing. It is good for analogous online business campaigns.
When highly targeted traffic is needed- PPC marketing allows you to narrow down your prospects based on the visitor’s demographic data. Various PPC platforms, like social media sites, lets you promote to the age range, gender, income bracket, education level, and even marital status. PPC works well on popular social media sites like Facebook. There, you can target people based on their hobbies. Basically PPC is a powerful way of reaching the narrow band of people your business needs, and eventually bring them to your web pages.
To promote a time-sensitive offer- As a PPC company in India would tell you, PPC works excellently when you have to promote a time sensitive offer. Marketing products, services or events that have an expiration date need instant traffic. Since, PPC has short gestation period, it can bring high visitors before the expiration date comes close. Whether the offer is for two days, or 24 hours, PPC is the quickest way to grab attention of the audience.
When your website isn’t designed for SEO- SEO means a content-rich website that is constantly updated. However, not every website is SEO designed. For such websites PPC campaigns can be fruitful in bringing more traffic.
If you want to dominate search results for your keyword category- PPC results are at the top of any search engine page under the section ‘ad’. Hence, they are the first to be seen, and works as good organic search results. In fact as research says 50% of the search traffic goes to the top three sponsored links. PPC will maximise your click-share of available searches for keywords. PPC can be really relevant to your business.
Benefits Of Seo
Connecting with any and every SEO company in India will certainly improve your organic traffic. That’s what SEO is all about. Add to that, you will gain multitude of benefits with SEO, such as:
Awareness- SEO increases your website’s awareness and visibility. It shows the website on search engines as per the targeted keywords. Hence, SEO puts your business in front of potential customers. SEO will improve your advertisement and drive brand awareness.
Branding- Next, SEO improves branding, as in more visibility around commercial search terms and informational queries for your business area. SEO lends a positive branding benefit. SEO is associated with trust. If you offer relevant answers to the searchers then your branding will be automatically good. SEO will lead to increment in purchase. With the help of SEO, as in important keywords, you can achieve authoritative voice around a given topic.
Credibility- The best SEO company in India believes SEO is the smartest way to gain credibility. It makes you gain organic results. Hence, there is enough credibility to come your way. SEO keeps you visible on the search engine pages, and gives your business the much needed stamp of approval. Add to that, SEO strengthens your review and reputation.
Website traffic- SEO is all about gaining website traffic. With increased website traffic you can procure more opportunities to drive awareness of your business. SEO, in a way, educates a prospect as to why they should buy from you.
Cost per click- The best SEO company in India helps you to have most clicks. Traffic from SEO is organic and cheap. Having a better visibility of your website takes time, effort, and money. But SEO makes the process easier and enhances the impression.
Return on investment (ROI)- Organic search engine traffic coming from SEO offers an improved ROI. The ROI from SEO is better than that coming from traditional forms of paid media and certainly improve when joined with PPC.
Cost- While SEO is neither cheap nor easy, it will generally be more cost-effective than all other marketing tactics for delivering brand awareness and relevant traffic to your website.
Scope- SEO is for long term. It gives sustainable results. SEO certainly has high scope. It is in fact being considered a mandatory part of digital marketing now. The more visitors you have, and the more consistent you are with your SEO campaign, the more scope your website has. SEO will let you enjoy a strong organic visibility.
Strategic advantage- SEO is a smart- wise marketing strategy. It’s not easy to gain visibility in organic search quickly. Hence, once you get to that point, you need to be strategic and consistent. SEO gives you strategic advantage, and organic results. It helps you to beat your competitors. Organic traffic can also be gained by offering informational or pre-purchase research queries. It invites valuable traffic, and works as foundation for more purchase.
Benefits of PPC
As per the best PPC company in India, PPC is an excellent opportunity for laser-targeted visibility. PPC or should I say, click-through rates is the fastest way to have organic traffic. Here are some other benefits of PPC:
Position on the page- Paid search promotes your content marvellously and improves your position on the page. On a general basis, four ads on desktop and three on mobile, will entice the visitors.
Improved ads- As the best PPC company in India tells, PPC ads are an effective manner of marketing. They let you have more granular control and more space for delivering your marketing messages. To create a good ad that dominates the page, you can use calls, locations, sitelinks, pricing and bullet points.
Visual product ads- Google offers the option of visual shopping ads like product Listing Ads, or PLAs when you have to sell a product. Such visual ads help the users to see what they will be clicking on. Having a visual ad will really improve the click-through rate. It offers a feature that is not available in organic search.
Budget- Next, PPC allows a tight, but varied range of budget. As per your marketing requirements, and PPC campaign you can manage your finance. Simply determine how much you can spend per day and accordingly set that fixed limit for PPC.
Targeting- PPC gives you a laser-targeted way and takes you in front of potential customers. PPC ads can be targeted by varieties of factors like search keywords, time of day, day of the week, geography, language, device and previous audience. Organic traffic is therefore the outcome.
A/B testing- Connecting to a PPC company in India, will make you enjoy A/B testing. With easy split-test ads, landing pages, and call-to-action buttons you can be ensured to have great results.
Stability- AdWords have to bear less changes and disturbances as SEO. Hence, it gives more stability and secured results. With careful analysis of the search term reports you can easily remove junk search, and have more ROI.
The lesson learnt from what the best digital marketing company in Lucknow, and the best PPC company in India tells is that SEO and PPC are both necessary. They must be optimised in different situations as per the need.
Marketers should use SEO in the following situations:
- When marketing budget is low.
- If you have to build your brand authority.
- When you have to maximize your long-term return-on-investment (ROI).
- To create content that can reach your audience at different stages of the sales funnel.
Similarly, marketers should use PPC in the following situations:
- To promote a new product, like first-of-its-kind
- To gain quick results
- To promote a time-sensitive offer, like a holiday sale
- To direct your audience to a sales or landing page.
To stay ahead in marketing field, and beat your competitors, stop thinking about SEO v/s PPC, and start thinking of SEO and PPC together. That is the real marketing trick readers.