SEO vs PPC: Which Is Better?

Like with all other aspects of digital marketing, it would be great if there was a simple answer to the question of which is better – SEO vs PPC. Unfortunately, despite all human efforts to break down this never-ending battle into a binary answer, the answer is complicated.

While SEO helps webpages rank higher on the non-paid search engine results, PPC ads can be laser-targeted to key demographics and keywords. So which one is better for your business goals? Read on to find out.

What Is SEO (Search Engine Optimization)?

SEO, or Search Engine Optimization, is the process of adjusting your website, its content, and your overall digital footprint to match the requirements of search engines.

Most people will use online search engines like Google when looking for something they need. They will enter their search phrase, or keyword, into the search bar to be instantly presented with a list of relevant websites. SEO strategies allow webmasters and digital marketers to “optimize” their sites and move them higher within these search engine result pages (SERPs).

There are multiple types of SEO, with the most common classification separating on-page and off-page SEO efforts.

• On-page SEO refers to anything you can do on your website to improve your organic search rankings. This can include using the right keywords, posting high-quality content regularly, and incorporating images and videos within your site.
• Off-page SEO refers to anything you can do to improve your search engine rankings without altering your own website content. This can include running a strong backlink campaign to increase your domain authority or improving your hosting speed.

Because to be successful, SEO requires such a multi-faceted approach, it is often recommended to reach out to an expert like ZoneCloud for help in planning and implementing your organic strategy.

Benefits of SEO

• Builds organic traffic. SEO enables businesses to drive more organic traffic – visitors who find your site through non-paid channels, by using a search engine.
• Improves trust and credibility. Websites that rank well organically are typically perceived by users as more trustworthy and credible, as they don’t have a “sponsored” tag next to their meta title.
• Less expensive in the long term. Because you don’t have to pay every time somebody clicks on your site’s link, SEO vs PPC is less expensive in the long run.
• More sustainable for long-term growth. Once you put in some initial efforts, your SEO results can be fairly easy to sustain in the long run, bringing in continuous traffic even without regular updates.

Drawbacks of SEO

• Keywords can get competitive. The high-volume keywords you want to target are likely really competitive. This means that many websites are trying to rank for the same keyword, which can make it difficult for you to reach the top spot in search engine results.
• Results aren’t instant. After starting your SEO campaign, it can take months before you see notable results, let alone hit the top of a SERP.
• Search engine algorithm updates. Search engine algorithms are undergoing regular updates, making it hard to stay at the top of search results once you reach it.
• Time-consuming and tedious. To achieve great results with SEO, you would need to spend significant time researching keywords, building your content strategy, and actually implementing it. Plus, just learning the ropes of SEO can be challenging and time-consuming.

What Is PPC (Pay-per-Click)?

Pay-per-click marketing, or PPC for short, is when you bid to have your website appear at the top of a SERP, – but only pay when somebody actually clicks on it. Most of the time, your advertisement will appear at the very top of the page, above the top organic results. However, your link will be marked with a “sponsored” tag next to it, indicating to users that you have paid for this advertisement.

Because many businesses want to have their links appear on the same search results page, you will need to out-bid the competitors, willing to spend the most money to land on this page. You will also need to carefully think about the keywords you would like to target, as well as plan the structure of your landing page to maximize the conversion rates.

Benefits of PPC

• Instant results. With PPC, you can get results virtually instantly. If you are willing to pay enough and can outbid your competitors, you can get your name in front of thousands of people as soon as your ad goes live.
• Allows you to reach the top of SERPs. With pay-per-click advertising, your website will appear at the top of the search results, even above the first organic result.
• Reaches the right audience. PPC ads allow you to specify the target audience you are trying to reach. For example, you will be able to select the demographic parameters of your ideal audience, like their age, geographic location, and more.

Drawbacks of PPC

• If you are planning to run a PPC campaign in the long term, the strategy can cost you thousands of dollars. Because you have to pay every time somebody clicks on your ad, the fees can add up considerably over time. Relatively low costs are one of the major advantages of SEO vs PPC.
• Profit isn’t guaranteed. There is no guarantee that your ad will appear on the SEPR at all, in case someone outbids you for the same keyword. Even if it does appear, – there is still no guarantee that anyone will click on the ad. In fact, as many as 94% of online users skip paid search results altogether.
• Visibility is temporary. As soon as you stop paying for your online advertising, the visibility will go away. Your ad will be removed from the SERP, and the visibility and traffic will plummet like it was never there.

Final Word: Using SEO and PPC Together

So, which is better – SEO or PPC? The answer is – none. While SEO may be a great long-term strategy, the results will take time. In the meantime, you may want to consider running paid ads to get your name out there and generate instant traffic. As your organic online presence continues to grow, you may slowly wean off PPC, while maintaining the traffic through a strong SEO campaign.

If you need assistance in figuring out the exact combination of SEO vs PPC strategies, get in touch with ZoneCloud today. Our digital marketing experts will be happy to devise a personalized strategy and start generating leads for your business.