Digital marketing is one of the most complex and constantly changing business arenas out there. Things are always shifting around and new ways to engage with potential customers and audience members popping up all the time.
However, there are two pillars of a good digital marketing strategy that have remained consistent and won’t be going anywhere anytime soon.
- Search Engine Optimization (SEO) And Pay-Per-Click (PPC).
Now, you may be a little familiar with these two concepts, but you probably aren’t an expert on either or both. And that’s totally OK! SEO and PPC are pretty complex strategies to grasp and even the most advanced marketers have a hard time figuring them out.
In this article, we’re going to take you through some of the main areas you should consider before deciding whether to go with SEO, PPC, or a combination of both. There are tons of details to consider before choosing between the two (it’s a tough decision) and it’ll all depend on your marketing budget and what you’re looking for, for your business.
If you go for SEO, be sure to head over to the site of one of the most experienced SEO company in USA, McKremie, to get the most out of your SEO strategy.
- The Amount of Time Before You See Results.
This is an area where PPC beats out SEO. However, this doesn’t mean it’s automatically the right choice for you.
SEO will take a much longer time to achieve results than PPC. That’s because it’s a longer process for Google and other search engines to view your site has an authority and to rank you higher on search results. You have to work continuously for months to make sure that your site is properly optimized and that there are authority links on your site.
However, for PPC, the amount of time before you see results is much lower because of the nature of the strategy. Because you pay for the advertising and the clicks pretty much automatically come in from searches, you’ll find the results come much more quickly. However, you have to make sure your site is ready to convert those clicks into customers or audience members to see success.
- The Predictability Factor.
If predictability is a major factor for you, then PPC may be the best choice. It’s extremely difficult to pinpoint when exactly SEO is going to bring in results for your page. That’s because it’s largely up to the search engines to determine whether or not your page will get ranked highly in searches.
On the other hand, PPC is going to be much more predictable because it’s based on the success of keywords and other measurable factors. You will be able to see in real-time how many clicks are going to your ad and be able to determine how many are converting into customers or subscribers.
- The Value of Your Website.
Think about it this way. SEO is like investing in a condo, whereas PPC is like renting an apartment. SEO provides long-term value for your site and business, whereas PPC provides more of a short-term value. Once you end a PPC campaign, there’s no more value to be gained from it. However, with SEO, there are potentially huge gains to be had from a successful SEO strategy once it starts bringing returns.
SEO vs. PPC is an argument that has been going on ever since digital marketing teams started including search engine marketing as a major strategy for success and growth. Choosing between the two is largely dependent on your digital marketing strategy, how fast you want to see results come in, your budget, and whether you see this as a long-term investment.