The amount of relevant traffic a website generates can make or break a business.
However, there are two significant digital marketing style campaigns, which ensures your website traffic does increase: search engine optimisation (SEO) and search engine marketing aka pay-per-click (PPC).
While SEO and PPC achieve the same goal, each varies in its approach, advantages and disadvantages.
It all comes down to how well you know your marketing strengths and weaknesses, and the timeframe involved for promoting your product or service.
So what are the benefits of SEO and PPC and which one suits your business best?
Benefits of SEO
SEO is a series of techniques search marketing specialists use to propel a website to the top of a search engine results page (SERP). It takes time and expertise to promote a website’s ranking using keywords and other SEO skills.
So SEO isn’t necessarily the ‘free’ click option, but the results are certainly worth the investment.
Consistent and long-term objectives. It takes time to hit the first page results list using SEO but once you’re there, and your campaign’s momentum is maintained, you can almost stay there indefinitely.
Rankings also build over time on every search engine, not just the big ones, so the more SEO work, the more every keyword phrase counts, and the more relevant traffic is generated to your website.
Increase website value. If you’re planning to sell you website, the amount of traffic it generates increases its resale value.
Other benefits of SEO include: traffic consistency, site authority, long-term search engine rankings and link popularity.
Build a reputation. If your website is a resource centre for a niche market requiring particular information, SEO builds authority and eventually generates traffic based solely on URL recall.
When your authority website becomes the main go to page for information it generates enough power and reputation to dominate the market. Organic search rankings also have substantially more credibility because certain users avoid clicking on paid results.
Benefits of PPC
Pay-per-click ads appear in the sponsored results section of SERP and are based on a keyword search. It is called pay-per-click because your business pays a fee to an advertising program like Google Adwords every time a user clicks on your ad.
It is undeniably the fastest way to attract traffic to your website but can be the most costly.
Right now results. PPC results are instantaneous. As soon as the campaign is up-and-running your ads are visible to millions of users.
It is ideal to use PPC for product launches, squeeze pages, CPA marketing, seasonal promotions, event-orientated marketing and online business campaigns.
A select traffic target. PPC platforms like social media allow you to narrow your target group by age, gender, income, education or even hobbies.
If you begin with a small, highly focused campaign you can check Google Analytics and measure what conversions are from PPC users.
Ticking clock offers. For time sensitive campaigns on any marketing products, services or events PPC produces the best results. For a two-day campaign PPC generates traffic immediately whereas SEOs long gestation may produce belated results.
PPC also allows you to quickly test out keywords and landing pages for effectiveness without having to change website content.
Squeeze pages. Not all websites are designed for SEO, which requires the content to be rich and updated regularly.
PPC attracts rankings and traffic for websites that don’t have enough content to garner attention from Google, like squeeze pages and mini-sites.
Be in the Top Three sponsored links. PPC results almost always show up above an organic search result and guarantee your top position in the SERP. The top three sponsored links receive 50 per cent of all search traffic hits, which also doubles your keyword search category.
The marketing method you choose will be determined by your budget and the results you require. However it might be wise to consider SEO and PPC as equally useful tools that can complement each other in your marketing campaign.
So, ultimately, it doesn’t have to be a choice between quality and quantity. If it’s the same person managing your SEO and PPC campaigns you can have both.