PPC vs SEO: Which is Best for Traffic Generation

Traffic forms the lifeline of any website. The more traffic your site gets, the more likely you will convert visitors to customers. Once you’ve created your site and had it indexed by search engines, your next goal should be getting traffic to it. There are two main strategies to choose from: Pay-Per-Click (PPC) and Search Engine optimization (SEO). You can use both but, eventually, you will want to stick with the one that provides you the best ROI. So, between PPC vs SEO, which one works best?

Before we start talking about advantages and disadvantages, let’s first make sure you understand the role of each.

PPC – Pay-Per-Click involves paying a search engine such as Google or Bing to have your site link appear on the first page of search results. Costs are incurred every time a visitor clicks on your site link.SEO – Search Engine Optimization involves a number of strategies which help your site rank higher in organic search results. Some common SEO strategies include content creation, link building, and social media marketing. The goal of SEO is to have your site appear relevant for specific keywords to search engines so that it will naturally rank higher.

SEO – Search Engine Optimization involves a number of strategies which help your site rank higher in organic search results. Some common SEO strategies include content creation, link building, and social media marketing. The goal of SEO is to have your site appear relevant for specific keywords to search engines so that it will naturally rank higher.

PPC Advantages
PPC comes in handy if your site is still new and in a highly competitive niche, getting it ranked on the first page of search engine result pages is the only way to get word out about its existence. All you’ll need to do is select the keywords you want to rank for and submit your ads to the search engine of your choice.

Pay-Per-Click works well if you’re running a time sensitive marketing campaign. For example, if you’re preparing a product launch where you need maximum sales within the shortest time, PPC can help your site generate a lot of traffic to make the campaign a success.Paid search is also effective when you’re testing specific keywords. Every online campaign starts with keyword research. If you have a list of keywords that you need to test in terms of click-through rates and conversions, PPC is a great way to test them out.

Paid search is also effective when you’re testing specific keywords. Every online campaign starts with keyword research. If you have a list of keywords that you need to test in terms of click-through rates and conversions, PPC is a great way to test them out.

PPC Disadvantages
The main disadvantage of pay-per-click is cost. Search engines will charge your account every time a visitor clicks through the paid search listing. Depending on your targeted keywords, a few hundred clicks each day can cost hundreds or even thousands of dollars per day.The wrong choice of keywords can mean a campaign gone bad. For example, your choice of keywords might target internet users who are simply seeking information rather than a buying mindset for the product of service you offer. PPC will drive visitors to your site but may not be ready to convert.

The wrong choice of keywords can mean a campaign gone bad. For example, your choice of keywords might target internet users who are simply seeking information rather than a buying mindset for the product of service you offer. PPC will drive visitors to your site but may not be ready to convert.

Finally, studies show that an average of 15% of web users click on paid listings. Today’s savvy internet user traditionally view organic listings as more credible compared to paid search results.

SEO advantages
The main advantage of search engine optimization is that your site will rank higher in natural search results. This makes it more credible in the eyes of internet users, which comes in handy when building an online brand.SEO provides long term ROI. Unless your site goes against any of the search engine algorithm rules, it’s likely to maintain a top ranking position for a long period of time, meaning your site will continue receiving free organic traffic from search engines.

SEO provides long term ROI. Unless your site goes against any of the search engine algorithm rules, it’s likely to maintain a top ranking position for a long period of time, meaning your site will continue receiving free organic traffic from search engines.Search engine optimization results appear in most, if not all, search engines that have indexed your site. If your site ranks high on Google search results, then it’s likely to rank high in other search engines like Yahoo and Bing.

Search engine optimization results appear in most, if not all, search engines that have indexed your site. If your site ranks high on Google search results, then it’s likely to rank high in other search engines like Yahoo and Bing.

SEO Disadvantages
Search engine optimization requires a time commitment. It can take anywhere from a few weeks to a few months to observe results. In addition to time, SEO also requires the implementation of several different strategies simultaneously to get the best results.Depending on your market, you’re bound to meet stiff competition. Most sites that rank on the first search results page are using SEO. Knocking them out of the top positions will take time.

Depending on your market, you’re bound to meet stiff competition. Most sites that rank on the first search results page are using SEO. Knocking them out of the top positions will take time.Search engine algorithm updates tend to affect sites that use unethical SEO practices. It can be tempting to try out “black hat” SEO for fast ranking, but an algorithm update can mean losing your temporary high ranking position within a short period of time.

Search engine algorithm updates tend to affect sites that use unethical SEO practices. It can be tempting to try out “black hat” SEO for fast ranking, but an algorithm update can mean losing your temporary high ranking position within a short period of time.

Which is better – PPC or SEO?
Given the advantages and disadvantages of both, the best option depends on your type of online business. Short term online campaigns work best with PPC.

However, if your goal is to build a long-term credible online business, SEO is the best option to invest in.

Ready to talk?


 Give us a call at 226-250-0112


Contact Us