With the advent of the internet, more and more people are using search engines like Google to look for the products and services they need˳ Search engines have become an essential medium that influences the purchasing decision of the buyer˳ The chances of people finding your website through search engines are much better than landing there directly˳ Therefore, a strong presence in search engine results become crucial for the businesses˳
Search engine optimization (SEO) and Pay per Click (PPC) are the two most important marketing strategies meant to drive the visitor to the website˳
SEO is a combination of various strategies and techniques used to boost the number of visitors on a website by improving its ranking in the organic results of a search˳ A higher ranking in the search engines implies a higher number of visitors, higher conversion rates and higher revenue thereby˳ SEO includes techniques like keyword research, SEO auditing, on-site optimization, off-site optimization, competition analysis and evaluation of the results˳
PPC is one the most popular form of search engine advertising˳ Google allows the advertisers to display their ads in the sponsored results section˳ The advertiser pays a fixed amount to the search engine when their ads are clicked˳ The click directs the visitor to the advertiser’s website˳ So instead of earning the search visits organically, a business in a way purchases the visits to his site˳
Both the methods aim to convince the users to visit and increase the traffic to your website˳
Both the approaches have their merits and demerits, and before deciding on the better strategy for your business, you should consider following points:
- The amount you want to spend on marketing should be taken into account˳ If you are working on a tight budget, then PPCs might not be a feasible option and add to your expenses˳ PPC allows benefits like:
- The primary objective of any website is to drive traffic and increase conversion rates (CRs)˳ And variables of the website have to be tested to work out on weaker points and improve CRs˳ PPCs can be used to buy the required traffic and reach the result quickly˳
- Search engine’s algorithm changes every now and then˳ Sites optimized for one type of algorithm suffer when the algorithm changes and the new update is instantly required˳ But while paying for each click, you are immune to the changes in the algorithm˳
- Cost per click(CPC) is different for different keywords and phrases˳ Use ‘Traffic Estimator’ tool to find out the average cost for any keyword/phrase˳ Ensure the average cost of your specific keyword is not too high˳
- Analyze how strong the competition in your target market is? Make use of ‘Google External keyword research tool’ to estimate the competition level in your industry˳
You may find that the authority websites mostly command your specific keywords˳ Displacing such sites to make a place for your website in the market is a quite complicated job˳ Instead, it makes more sense to use PPC services in this case˳
It isn’t necessary that only one of the two strategies has to be used˳ Both of them can be used in combination to have a powerful impact˳
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