SEO vs. PPC: Which Could Help Your Website Better?

 

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are the two most popular digital marketing strategies among online business owners. These two provide significant traffic to their website and help a lot of small businesses make their products or services be discovered by online users. If you're planning to start advertising your products and services online, consider SEO and PPC. 

So, to help you determine which approach will be more effective for your company, here's a brief description of SEO and PPC that can help you understand and compare.

Search Engine Optimization (SEO)

SEO helps improve your site’s visibility when people search for products or services related to your business. The goal of SEO is to make your website rank better on the search engine results page (SERP) so that you can increase your site's traffic. 

The traffic pertains to the number of users who visit your site. If you have high traffic, you have many people visiting your site, which means your website has become more visible to many users. However, it's best to utilize your SEO consistently to make it more efficient.

You can do it through blogging, which is also a  popular SEO strategy. As a business owner, it can be harder to maintain since you also have other things to deal with. Fortunately, several marketing companies also offer a blogging service and other link-building services. 

Key Elements

To further understand how SEO works, you need to understand how search engines rank their SERPs. What they do is that they have web crawlers that check out every billion pages on the internet and rank them according to relevance. 

The crawlers will navigate the web and follow links to discover new pages, where it's added to an index that results in SERPs. With that said, here are the key elements of good SEO content.

• Keyword. Successful SEO content possesses a keyword that can drive targeted traffic to their products. This will need research and brainstorming to arrive at relevant and efficient keywords. Not only that, but you'll also need to be mindful of the competition.

• Meta Tags. Meta tags contain additional information about a webpage. It contains additional and necessary information about your web page. The best examples of this are <title> and <description>. Crawlers use the information they retrieved for ranking purposes and how they would be presented in SERPs.

• Content. In SEO, the content is the lifeline. Since you'll be faced with thousands of possible competitions, you must make an edge by creating quality and evergreen content to rank better and offer a positive user experience. While ranking higher in SERP is the top goal in SEO, it's also best to understand that you're offering them what they came for. Ensure that you're trying to educate and help them.

Pay-Per-Click (PPC)

PPC, also known as cost-per-click, is an advertising model that is less technical than SEO but still requires intensive research. To explain this advertising model, advertisers that use PPC will have to pay the publisher every time a user "clicks" on the advertisement. 

You may have frequently seen this digital advertising in search engines and social networking sites. The most popular platform for PPC is Google Ads. It can be made up of images, videos, text, or a combination. They usually appear on the sides of the page on some sites, and some are even pop-ups.

Key Elements

PPC is more than just a click-and-pay scheme. PPC will require thorough preparation to develop efficient advertising investments like any other digital marketing strategy. This means you'll have to consider several elements to ensure an effective PPC ad.

• Bidding. Unlike SEO, which thrives in organic searches, PPC operates in bidding models. If you're trying to put up a PPC ad in search engines like Google, Google Ads presents its clients with data on relevant keywords and their average monthly searches. Then, as a business owner, you must decide how much you're willing to pay for a click on your ad.

• Keywords. A successful PPC campaign thrives around keywords. To keep your PPC ads successful, you must continually research to get all the valuable and relevant keywords that can drive traffic to your site. Ensure that they're relevant and expansive.

• Landing Page. Aside from the actual PPC ads, you must also put great importance on your landing page. The landing page is where the visitors will be redirected. It could be your home page or other pages of your website. It must be relevant to your PPC ad for better results. This also means that your site satisfies and gains interest from casual browsers.

Final Thoughts

Deciding which digital marketing strategy you should utilize for your site will take some time. If you plan to extend your marketing plans to the internet, consider implementing these strategies. One way you can make them more effective is by completely understanding how to make them work.