When it comes to online marketing, there are usually two main approaches people take when they want to get traffic to their website. One is to use PPC advertising. This is when marketers bid according to visibility on certain search terms and phrases and pay for each time someone clicks on their ad. The other approach is SEO, or Search Engine Optimization. This is when marketers use a variety of on-site and off-page approaches to get more visibility in search results and get more organic traffic.
Both options has its pros and cons, and might be better suited for one business model than the other. It’s also depends on your objectives, how much you’re willing to pay, and how fast you want to get results. In this article, we’re going to look at different factors you should be considering when picking an advertising method, and see which option would be better for you depending on your situation.
How Much Can You Spend?
This is a tricky question. SEO for instance can cost you at the beginning when you’re trying to get traction. You’ll also have to invest a lot before you start getting results. It’s not uncommon for companies to spend in the thousands on their SEO strategy before it takes off.
However, this is when things get sweet. SEO is the gift that keeps on giving, and once you start getting results, it starts paying for itself. All you have to do now is maintain your results and make sure that you don’t make mistakes along the way.
Also, while you can do some SEO yourself, it’s always better to work with an agency to make sure that you’re doing everything right. An SEO agency will be able to look at your website, see if there are pain points that need to be corrected. They’ll be able to work on a strategy that should involve a combination of organic link building and authority content that will generate organic mentions and traffic, boosting your results with search engines as a result.
PPC, on the other hand, can be very cheap when you’re first starting, but it really depends on the niche. Some niches will get you clicks for pennies, while others will cost you in the 2 digits. So it really depends on how competitive your niche is.
How Fast do You Need Results?
If speed is one of your main concerns, then in this case, PPC usually wins. You could start getting traffic literally in minutes with a PPC campaign. So, if your goal is to get fast results, then PPC is the way to go. However, you have to continue feeding the beast and paying for the traffic to keep coming. So, unless you’re getting your money back on the back end, this isn’t the best option if you’re trying to gain attention for something like a blog for instance.
Are You Simply Looking for Traffic or Want to Build Authority?
Some people are simply trying to generate traffic to a page to either get leads or sell their product. In these cases, PPC might work. But if you’re really trying to become an authority in your niche, SEO is usually the better option.
Content is the backbone of any SEO strategy, and its by disseminating this content and letting it get attention naturally that you will attract people who actually gravitated to you because of your expertise. PPC, on the other hand, would only introduce them directly to your products and have to backtrack in order to know who you are. In other words, people who come to you through your content are already pre sold and will usually be higher quality prospects.
So, which option is the best? If you’re trying to get fast results and your budget can handle your niche, than PPC could be a good choice. But, if you’re in it for the long haul and want to keep getting organic for years to come and really build an authority resource within your niche, SEO is the way to go.