Search Engine Optimisation (SEO) and Pay Per Click (PPC) have become the two most prominent forms of web marketing today. Any company that has plans of using the incredible reach of the Internet to market their business will find it impossible to do so without engaging in at least one of these two activities.
The question is, of course, “Which path is better for my business, SEO or PPC?”
SEO or PPC?
Honestly, most web marketing professionals agree that SEO offers substantially greater returns than PPC. However, the truth of this can be debated depending on the nature of your business as well as your immediate needs.
To help with your decision, and to outline the benefits, as well as the drawbacks of both SEO and PPC, we have listed some of the advantages and disadvantages of both:
Advantages of Pay Per Click
Immediate Results
PPC gets your website listed on search engines as soon as you sign up for it. Unlike SEO which requires lengthy campaigns, research and ‘tweaking’ in order to achieve a similar feat.
Guaranteed Top Ranking
PPC can guarantee that your website is on the first page and at the top of search engine results placements (SERPS).
No Fear Of The “Search Engine Dance”
The search engines algorithms are in an almost constant state of flux, though they don’t regularly undergo notable changes, this can mean that SEO needs to constantly adapt to considerations of search engines algorithms.
Disadvantages of PPC
Comparatively Low Click Through Rate
Similar organic search results (those achieved without paid-for marketing) has been proven to have a higher click through rate (CTR) than paid advertising, such as PPC.
Bidding War
When someone else bids a higher amount than you for the words you use, your ranking position will sink on the search engine results. To overcome this, you have to bid a higher amount than your competitors and regain your position. This can become very expensive to maintain.
No Fault-Find
Since you’re paying for your search engine placement you can never determine faults within your website that would become apparent through SEO.
No Authority
SEO is building it’s authority in marketing circles and this authority could help develop your brand and credibility.
Long Term Expense
PPC will always grow in expense as more competitors for specific keywords drive the costs up. Some of our keywords, for example, have increased in value upwards of 1000% since we began using PPC.
Click Fraud
Click fraud is the term used to describe the active clicking on PPC adverts by competitors to force the advertisers to pay for the click. This can be done manually or by “click-generating” software.
Advantages of SEO
Greater Return on Investment (ROI)
While SEO might take longer to show results than PPC, the results are usually far more convincing.
Long-term Value
The cost of SEO reduces over time, while the cost of PPC can only increase.
SEO Is Adaptive To Market Diversity
A user conducting a deep search who finds you can identify a new market, through the use of keyword tracking such as that offered through Net Age. This helps not only your online marketing, but can aid your business as a whole.
Return Customers
SEO has a better chance of building a base of return customers. This is due to the fact that SEO focuses on what the customer, rather than the company, wants in order to deliver success.
Disadvantages of SEO
Long Time To Market
Compared to PPC, SEO takes a long time to deliver notable results.
Higher Cost Up Front
SEO is usually far more expensive at the start than PPC. Its intent being to make up for this with it’s superior long-term results.
SEO Requires Commitment
To keep up with the changing algorithms of the search engines, SEO needs constant tweaking. This means your company needs to maintain SEO, rather than just paying for it once off and never considering its implementation again.
Mis-information
If trying to SEO your own site it can be hard to find information on the industry that is accurate. This is why it is important to use an experienced and professional company like Net Age for your SEO needs.
In Conclusion
Both SEO and PPC have their own set of pros and cons, these will have to be considerations you take into account when deciding which type of campaign to embark upon.
Truth be told, your best bet is to use a combination of both PPC and SEO, using both helps to exploit the strengths of both methods while minimising their weaknesses.
Internet Marketing at Net Age
If you are interested in internet marketing for your business but are not sure which method to employ, your best option is to contact Net Age and request consultation. We have a great deal of experience in the industry and are adept at using both SEO and PPC to the best effect.
