In this era of digital marketing, the showdown between SEO and PPC is the most discussed topic among website owners and digital marketers globally. Both SEO (search engine optimization) and PPC (pay-per-click campaign) are the two most familiar techniques of digital marketing engaged to create optimized business outcomes for a specific brand.
SEO is all about generating relevant natural or organic search traffic by optimizing the websites and webpages to improve their position in SERPs (search engine results page).
Due to the cost-effectiveness of SEO, it is globally accepted as an optimal marketing technique. It offers to bring forth high-quality potential traffic to the websites through optimized keyword research. The prosperity of SEO lies in its effectiveness to engage potential incoming visitors to a website, who are searching for specific products or services.
The higher adaptability of SEO can be justified through the engaging services it offers. It creates a responsive design for the websites assisting the prospective target audiences to adapt and engage perfectly through different devices. Besides, it optimizes relevant content for captivating potential incoming visitors to the website. It helps to mitigate the bounce rate for the site, which means a higher number of prospective customers can devote more time to the website.
Among the benefits of search engine optimization, it offers reliable distinguishability in the SERPs under organic searches, resultantly triggering enhanced ROI multiplying in the long-run. This results from the authenticity and visibility that the engaging and relevant content establishes in a site, bringing forth fresh posts, and optimized web pages, thereby boosting the site for obtaining higher ranks in the SERPs.
SEO plays a vital role in boosting brand recognition through some methodical practices. It primarily offers engaging and credible content, including relevant outbound links for specific web pages. Hence, relevant links targeted at higher-ranked sites impresses the SERPs, like Google, thereby enhancing the authenticity of the website. Secondly, using appropriate images attached with correct title tags, and Meta descriptions captivate the attraction of potential audiences, thereby minimizing the bounce rate. Thirdly, it provides keyword optimization techniques, wherein using long-term keywords, location-specific, or brand-centric keywords help to reach the potential customers quickly.
Moreover, SEO enhances the user-experience for a site, by generating a mobile-friendly version of the same. As more and more online customers are turning on their smartphones, so switching to mobile-centric platforms will boost the conversions automatically.
Among other benefits of search engine optimization is when suitably optimized content helps a web page to gain a better rank in the SERPs. Hence, SEO engaged excerpts, and sections meant to visitors for asking queries can boost the specific website or web page among the top spots on the first page of Google.
It helps to bring forth a brand’s originality through engaging and diversified concepts for content, such as including short interactive videos, ingenious and befitting infographics, engaging SlideShare presentations, and blog posting.
PPC or pay-per-click is an advertising strategy wherein, the website owner or advertiser only pays the search engines for every click targeted at their website’s advertisement.
In PPC as soon as the marketing campaign starts, the website owner gets higher traffic or potential visitors from positive clicks, resulting in enhanced conversion rates. Hence, digital marketers should engage some call to action numbers with simple contact forms to captivate more prospective audiences. The best part of PPC is that it offers quick visibility to web pages.
With PPC, digital advertisers can target potential audiences more precisely. In the case of running marketing campaigns with location-centric messages pitched towards specific geographical locales, PPC is the foremost choice. Hence, with PPC, even targeting forty different localities with forty separate advertising campaigns is as easy as it seems.
Unlike SEO, in PPC, updates are genuine and do not possess any covertness like Google upgrades. It takes very little time to set up the marketing campaigns, and also the same time to ascertain if the ad is engaged or not.
Website owners and digital marketers can easily prepare their budgets accurately with precise concepts of obtaining the appropriate number of leads or customers with each engaging advertising campaigns. However, with SEO it may require more time or additional funds to set up budgets.
One of the benefits of PPC marketing is that online marketers get the maximum flexibility to select the specific keywords and phrases that they want to offer for commencing advertising campaigns. Besides, they can also select the outlay for daily marketing engagements. PPC also gives the adaptability to stop any marketing campaigns in the mid-way, if the overall fund for the advertising engagements is insufficient.
Evaluating the above perspectives, it can be stated that business owners should try to blend both PPC and SEO as the best technique for their campaigns. Although every business has its strategies to streamline its websites with the SERPs, it is justifiable to engage both organic and paid search marketing for higher conversion rates and improved ROI.