There are a ton of ways to drive traffic to your website. Among the most common are SEO and PPC. When you compare SEO vs. PPC, you’ll find that each can be very effective ways to drive traffic to your site.
When you use them in your business, you can dramatically increase traffic, thus creating more leads and more revenue for your business.
What’s the difference between the two and how can you leverage each of them to generate leads and grow your business? Read on to find out.
What is PPC?
PPC stands for pay-per-click advertising. PPC is essentially buying website visitors. You’re paying for your ad to appear at the top of search results, above organic search results. When someone clicks on your ad, you pay for that click.
A number of things have to happen to get the top spot. You bid on search terms against your competition, so the higher the bid, the better chance you have to be at the top. Good ad copy, click through rates and more all play a role in your ad position, too.
Of course, you’ll have to have a landing page set up so you can capture information like email addresses and phone numbers. This gives you bonafide business leads.
You can’t direct traffic that you’re paying good money for to the home page of your website and hope that they call. You may get a few calls, but not as much as you could with a well-optimized ad campaign.
What is SEO?
SEO is search engine optimization. At its most basic level, when you search for something on Google, Google’s algorithm weighs about 200 different factors to decide which websites are worthy of the top search result.
Why does the top spot matter so much? Some estimates state that the top three results get a vast majority of clicks.
With SEO, it’s always changing. Google is in the business of providing the best and most relevant search results to its users. Its users will keep coming back to use the search engine, which drives up advertising revenue.
Keeping that in mind, it’s important to know that Google is always changing its algorithm. You could invest years in building up SEO, and one change could knock your site down the rankings temporarily.
SEO can be broken down further into organic and local SEO, depending on the type of business you have. Local SEO is generally for companies who have a local presence, like a retail location or serve a specific geographic location.
Organic SEO is used for online businesses and businesses that have a national or international customer base.
How to Know If You Should Use SEO vs. PPC
Before you set up your SEO and PPC campaigns, there are a few things you need to consider.
The first is your advertising budget. Take a look and see what you can realistically afford to spend on PPC ads. With PPC, you have the power to set your budget. You don’t need to invest thousands of dollars as you would with print media, but your budget should be enough to make an impact and get a return on investment.
The next thing you need to do is find out what keywords you should target. That will vary from business to business. There are a variety of free keyword research tools that will help you with this.
When you have your list of keywords, you’ll want to find out how much it will cost per click. Some keywords are more competitive and more expensive than others.
You can then use both SEO and PPC to target these keywords.
Using SEO and PPC Together to Market Your Business
In a perfect world, you’d use both SEO and PPC campaigns to market your business. There really shouldn’t be an SEO vs. PPC debate. They are at their most effective when you use them together.
Here’s a good example. Keep in mind that this scenario works for any website. Let’s say that you started up a brand new manufacturing business. You know that people in your market are going to look online for your products. You build a brand new website.
You can use tactics like social media to capture website traffic. That probably won’t work as a B2B business. You turn to SEO and PPC advertising to get your website in front of people when they’re searching specifically for information about your company.
How can they find a brand new website? With SEO, it may take time to build. Google first has to trust your website and realize it’s a legitimate business. There’s a legend that new websites are put in the Google Sandbox, which keeps new sites from ranking at the top.
It also takes time to develop content, optimize your site, and build enough momentum to generate results. Think of SEO as playing the long game.
Where PPC Ads Enter the Picture
How can you get immediate results and traffic to your site? Enter PPC advertising. With PPC ads, you give your business leverage because you’re bypassing the other organic search results to get to the top of the page.
After a period of time, you’ll appear at the top of organic rankings and you’ll have the top paid ads. Does this mean that you should stop PPC advertising? No, not at all.
When people see your company in PPC ads and at the top of organic search results, it reinforces the strength of your company’s brand. That makes it much more likely that they’ll click on either your ad or the organic result.
Keep in mind that this scenario works for any website. Even for long-standing businesses, chances are you’re not in the top organic search results.
Start Driving Website Traffic to Your Business
While there’s a raging debate between SEO vs. PPC and which one is better, the real answer is that they both work. However, when you use them together, you build up brand recognition and build your business.
Do you want to increase the number of leads and revenue your business gets? Contact us today to find out how our PPC and SEO campaigns can help you.