It is not a simple choice between search engine optimization (SEO) and pay-per-click (PPC). A lot depends on the type of business, market scenario, marketing budget, and other factors.
Most small companies will go with SEO while cash-rich companies may prefer PPC. It is better to first understand SEO and PPC and then make a choice.
Here is a brief explanation of the two:
SEO
1. Companies with a small marketing budget should opt for SEO as it is the most cost-effective marketing tool.
2. Marketing through SEO will start slow and take longer before creating awareness but it will fetch long-term genuine results.
3. Keywords and content are the deciding factors for the success of SEO. If done correctly, the desired keywords and content will get you better organic rankings.
4. You can improve your return on investment (ROI) in the long run when using SEO. The investment is low and organic search traffic will give steady results.
5. The click-through rate (CTR) is better with SEO. Users will click on organic search results as it is more genuine and trustworthy.
6. Users trust organic search results more than paid ads. They see it as an authentic and trustworthy source.
PPC
1. Companies with a big marketing budget may choose PPC as it will give instant visibility and awareness. The ads are displayed on the first page of the search results which cannot be ignored. Users will see these ads before organic search results.
2. PPC is effective for micro-targeting an audience. You can use data and target your audience according to their geography and demographics. You can display different kinds of ads for different sections of users.
3. PPC allows quick feedback, which helps in detailed analysis. This helps you manage the campaign effectively and undo any mistakes quickly. Google Analytics and Google AdWords are the most useful tools in providing this kind of research and analysis.
4. The biggest con of PPC is that if it does not fetch the desired traffic, then your ROI will suffer. You will have to put in more money to save your previous efforts and it can become an endless loop.
5. PPC is most useful when launching a new product or service. It is also effective in cases of time-bound offers.
6. Another disadvantage of PPC can be that if your ad is running successfully then it can be easily copied by your competitors. This might make you lose your uniqueness and you will have to redo the whole campaign to stand out.
The best practice is to use both of these tools together in perfect alignment. This will fetch you instant visibility and organic traffic. Both have their pros and cons and you can use them as required.
If you want to learn more, then check out this infographic by SpyFu.
