Search Engine Marketing - SEO versus PPC
Search engine marketing (SEM) is about using search tools to promote your business online. The two main SEM tools are SEO and Pay Per Click (PPC). The word, “versus”, I’ve used in the heading is deliberately provocative. As if to suggest SEO and PPC are alternatives and you must choose one over the other. That’s what many people think. But it’s far from the truth. The ideal SEM strategy is to work them in tandem.
Search Engine Optimization (SEO)
I’m not going to explain what PPC is. Instead, please see my article, “Pay Per Click Advertising”. But I’ll briefly explain SEO and its place in search engine marketing. SEO means optimising your web site for particular keywords. So, when a surfer conducts a search on one of your keywords, your site will rank high on the search engine results pages (ideally page one). This is not only “free” promotion of your site, but it’s also likely to lead to a host of “free” traffic.
You can see why SEO is one of the most popular forms of SEM and internet marketing generally. Thus, services in search engine optimisation are in much demand. Though finding providers of good quality services in SEO is not easy.
The Myth that Search Engine Optimisation is “Free”
SEO is NOT FREE. Okay, if you’re a web site wizard, it can be. In that case, you don’t need this article. But I’m assuming that, like the vast majority of people who want to do online marketing, you do need help with SEO. So, you have to pay a professional for that help. Not once. But ongoing – because SEO requires constant attention if you’re to remain on page one.
A good search engine marketing company that focus on SEO doesn’t come cheap. Also, it can take up to six, twelve, and even 18 months before you start to see any significant benefits. And all the while, you have to fork out the monthly fees.
But if you get it right, search engine optimization will definitely prove cost-effective.
The Other Form of Search Marketing: Pay Per Click’s “Paid” Search
PPC is a unique form of search marketing:
- It can get you on page one, from day one.
- It’s more targeted, so you can reach your target markets more effectively.
- You pay only when someone clicks on your ad.
- Its results are measurable – almost instantly. This gives you great control over your ROI.
- You can switch pay per click on and off at will.
Yes, it costs money. No matter what, you must pay the advertising costs (the clicks you receive). You can do it yourself and save management fees. I can assure you, however, that without PPC training DIY will end up costing your business much more, and losing you potential sales.
A good professional will more than cover his or her management fees with reduced costs. And, at the same time, deliver you greater results.
Anyway, if PPC is to work for your business it needs 24/7 attention. Are you prepared to make that level of commitment?
Search Engine Marketing – SEO or Pay Per Click?
Let’s summarise the key advantages of using either or both forms of SEM:
- If yours is a new website or has poor optimisation, PPC is a valuable SEM strategy to use while you wait for SEO results to come through.
- Having both your ad and your site ranked on page one of the search results simultaneously will most likely boost your brand. It will also improve your results.
- Ranking high on the search engines through organic search is more credible than PPC, because people know that the latter is advertising.
- In the end, SEO is usually the lower cost alternative. But its results are not nearly as measurable as those of PPC.
- Because you can target pay per click traffic more efficiently, PPC can deliver results more consistently.
- If the ROI is right, PPC will also be cost-effective, and you will quickly recoup any management fees.
The answer to the question posed at the top is that you use BOTH – in tandem. Because SEO and PPC have complementary roles and benefits in search engine marketing. And using both together can increase your web traffic exponentially.
