Depending on your goals, budget and time constraints, there are two options you have when it comes to generating online traffic. These options are organic SEO and pay-per-click (PPC) campaigns.
Below highlights the pros and cons of both methods and how you can use them for your website.
The first option is pay-per-click search engine advertising. The process of PPC starts by bidding on specific keywords that trigger the website ad to appear in the search engine results page. Websites that use PPC will only be charged every time a visitor clicks on the link. PPC results do not directly compete with non-PPC results and are on a completely separate column. However, this does not stop the visitor from comparing which set of results are more beneficial and relevant to their search.
Companies that use PPC can enjoy an immediate boost in traffic (if generated). This is helpful if you have short-term goals. Organic SEO takes time and effort to generate traffic. If time is something you don’t have, then PPC is a favorable option. PPC services allow you to bypass the need for constantly updating your website to meet SEO standards and search engine algorithm updates. PPC offers options that are not available for organic SEO such as region and time control settings.
The obvious drawback when using PPC is the budget. If you’re bidding on a popular set of keywords, then expect to pay a lot for it. On the other hand, there are no monthly payments or miscellaneous fees. PPC services allow the user to set a cap for the amount of clicks he or she is willing to pay for. The moment a user stops paying for PPC services, their website will no longer show up in the search engine results page. This could be a problem if the website lacks SEO.
The second option is a natural way of generating traffic and marketing a website known as organic SEO. This method makes use of both onsite and offsite SEO techniques with the intention to dominate SERPs without paying for an ad campaign.
Once a website reaches a certain rank, it generally stays in that position for some time. When the traffic generated by a website using organic SEO decreases, it usually drops at a slow rate. This is much easier to recover from compared to a sudden drop in traffic that a user might experience when using PPC.
There is a common misconception that organic SEO is free. Technically, you’re not paying for visitors to click on an ad. But there are other things to consider such as countless hours of monitoring and updating, the electricity bill increase for running a dedicated computer, extra cups of coffee and snacks, hiring an SEO team and office space. These factors may come out to be more expensive compared to using PPC services to bring in traffic.
The Power Of Two
Focusing on the strengths of both options and finding the right time to apply them are the variables to consider when simultaneously working with PPC and organic SEO. Using a blend of both options can yield strong results. PPC can be used temporarily during the launch of a website to boost traffic, awareness and branding, while waiting for organic SEO to take its full effect.
In the end is all about finding the right balance. Do you have experience of PPC and SEO strategies? How have they worked for you? Share your comments below.