This is the most debated topic among all marketers that is which one is the best among SEO and Google Ads but till now there is no such clear answer about which is the best among the two. After reading this article you will understand that there is no such good or bad among these two, rather you will understand that they are teammates of a single team. So if the team needs to win then the teammates have to work together rather than working separately to get the desired result. If you want to grow your business successfully then you will have to use both SEO and PPC together smartly according to the situation to accomplish the ultimate success for your business.
In this article, you will learn about what exactly SEO is, what exactly PPC is, what are their advantages and disadvantages, differences between the two, and a lot more, so fasten your seat belts to get started in this knowledgeable journey which I will gonna take you through, let’s get started.
What is SEO?
SEO, or Search Engine Optimization, is the practice of including content on your site that has the potential to improve your site’s visibility to search engines and their users – in other words, it can help your site show up more often in relevant searches.
From the above image, we can see that this is how organic results appear in search engine. If you do all the SEO kinds of stuff properly for your website, then the website will automatically be on the top of the search result. The challenging part about SEO is that you can’t pay to appear here. Search engines have algorithms that calculate the quality and relevance of your page and rank you accordingly.
There are two main components of SEO namely On-Page SEO and Off-Page SEO. On-page SEO is where you ensure that your website is full of keywords that are relevant to what your site offers. In the case of Off-page SEO, you work to generate backlinks to your website that originate from other sources. Every time another website mentions and points their readers to your content, you gain a backlink to your site. These backlinks can be created using articles, social media, blog posts, etc
Factors you need to remember while doing On-Page SEO
- Page load speed – How long your website takes to open once clicked. The higher the load speed, the better the SEO ranking.
- Title tag – Title of website that appears on the browser bar must be relevant.
- Meta description – The description that appears below URL on search results page of a search engine should have relevant keywords.
- H1 & H2 heading tags – Title of the post must be keyword enriched.
- URL Keywords – URL should be rich in quality keywords to help improve CTR.
- Content – Content on website should be rich in suitable and quality keywords that potential customers use while searching on search engines.
- Image ALT tag – Description and file name of images placed on the website.
- Internal Links – Relevant and important links available within your website.
- Content Length – Long form content performs better than short form content.
Factors you need to remember while doing Off-Page SEO
- Backlinks – Hyperlink from another website to yours.
- Social shares – Your website content shared on social media and other blogs.
- Brand searches – When brand keywords are used to reach your website instead of organic search keywords that drive traffic to your website.
- User behavior – Time spent by user on your website, Bounce rate, Pages viewed, Session, etc.
- Quality backlinks – when your website is referred by other websites, it helps increase popularity of your website.
Advantages of SEO
Visibility in organic search is not quick or easy — which is a good and a bad thing. Once you have established yourself in the organic results, your competitors can’t simply buy their way in (assuming you have done things the right way). This can provide a strategic advantage over the competition if they are relying on paid search.
Visibility in search engines for your targeted keywords puts your business in front of potential customers in much the same way as if you were to advertise, and it drives brand awareness.
Increasing website traffic provides you with more opportunities to drive awareness of your business and educate a prospect as to why they would buy from you.
Disadvantages of SEO
SEO takes time
SEO is a very slow process. It takes a lot of time to rank on Google’s first page. According to a survey, only 5.7% of pages rank in the top 10 for at least one keyword within a year of publishing. Even most of the “lucky” 5.7% take about 2–6 months to rank in the top 10.
SEO Provides You No Full Control
No one really knows the true ins and outs of Google’s algorithms. What you think matters in search rankings (and what so-called gurus are suggesting) may deliver results that are opposite from what you are expecting. Only Google knows and so only Google has full control. You have no control over how much traffic you will generate and what type of traffic you will be getting from all your SEO efforts.
SEO Will Take A Long Time To Get An ROI
If it takes a long time to generate substantial results from your SEO efforts, then it will also take a long time to achieve a good Return of Investment (ROI) from all your efforts. This may not be favorable for small businesses that need substantial revenues in the short term, which they will use as a revolving fund to sustain their continued operations.
What is PPC?
Pay-per-click (PPC) is an advertising model where you pay for clicks to your website. It’s typically associated with search engine advertising like Google Ads. PPC allows businesses and website owners like you to bid on the chance to show ads next to searches on Google.com, right when people are looking for what you have to offer. Plus, you can tweak your ads anytime, to reach a specific group of people (by interest, geographical area, etc.) or promote a specific deal or product. Below is the image which shows how Google Display Ads actually looks like.
A PPC ad solution like Google Ads doesn’t have the same results as SEO. It won’t improve your organic search rankings. But, because of its flexibility, Google Ads can help businesses of every size. These ads can grab attention from people online in the moments that matter. That is, the exact moment they’re searching for a business like yours.
Advantages of PPC
PPC is Fast in Generating Results
For SEO to work, you might need to wait days, weeks, or even months. For PPC, it’s much quicker.
You can head over to any ad platform and start a campaign right away.
PPC campaigns can be set up to carefully measure effectiveness. You can determine exactly how much your return on investment is.
So while running a PPC Ad Campaign you can measure how many clicks you are getting, what is the avg CPC(Cost Per Click), what are the number of impressions you got while running ads, and a lot more.
PPC Allows you for atomic targetting
With PPC, you can play around with different types of data (demographics, geography, etc.)
As such, you can control and pay only for the people you want on your website.
Disadvantages of PPC
You have to have all the skills to run an effective ad campaign. It can take some practice to set up effective campaigns. Many businesses choose to use a specialist agency.
PPC can lose effectiveness
While PPC is easy to scale, scale effects can work against it. The longer your campaigns run, the less effective they become – people start seeing your ads too often. The messaging becomes stale, and novelty effects are real.”Ad Blindness is real. You’ll have to constantly create new copies, images and refresh your existing ads in order to make them work in the long term.
Costs can quickly add up
If you aren’t monitoring and optimizing your campaigns to make sure you get a return on investment, money could be wasted. You will need to allocate a budget for PPC campaigns, unlike SEO tactics where the investment is time and skills.
SEO Vs PPC
After reading this article till now, I am sure you got an idea that no one is the clear winner amongst two. But there might be scenarios in which one can be more profitable than the other. So now let’s discuss certain scenarios.
Suppose you want to lunch a new product or promoting a one-time offer/event, then SEO might not be a profitable option.
As SEO takes a lot of time, your offer/event might get over till you get on Google’s first page.
In this case, PPC will be best to kickstart the product launch or promoting new offers.
Suppose your website is a selling website means you sell products through your website.
In this case, SEO can have a strategic advantage over PPC.
Let’s assume you are an online sports shoe seller. Now if customers search in google to buy sports shoes and see your website on the top of the search list, then there is a better chance of getting the conversion.
As because customer trusts organic results more than ads. That’s why while at the time of searching for shoes if they counter any ads they may overlook it.
To get organic traffic, you’ll need to target topics that people are already searching for. But if you’re building a disruptive company with an innovative product, it is likely that no one is looking for it.
In this scenario, it might be better for you to leverage social media PPC to build awareness for your product or service.
SEO And PPC : Using both of them tactically
The benefits of running SEO and PPC together include:
- Keyword and conversion data from PPC can be fed into organic search (SEO).
- The total volume of traffic can be increased by targeting clicks in paid and organic for high-performing keywords.
- High-cost keywords, high-volume or low-converting (yet still important) keywords can be moved from PPC to organic search.
- A/B testing of ad copy and landing pages can be fed into your organic listing and landing pages.
- Remarketing allows you to stay in front of visitors after an initial touch via organic search and customize messaging around their engagement with your site.
- Test your keyword strategy in PPC before committing to long-term SEO strategies.
- Target users at all stages of the customer journey from research to comparison to purchase with commercial keywords.
- Increase confidence and awareness by having both strong organic and paid visibility.
Now after reading this whole article I am pretty sure that you got a clear picture about is SEO and PPC.
So there is no generic answer for which is good and which one is bad.
It will totally depend on the nature of the business you are doing.
It also depends on what exact desired result you want and without picking up one from the two take an integrated marketing approach to be profitable.
To learn more about Integrated Marketing Approach click here
To learn more about Marketing Basics click here
Happy Learning !!