Search Engine Optimization Versus Pay Per Click
These are battle lines often drawn between inbound marketing purists who view PPC (Pay Per Click) or any other kind of advertising, online or off, as “interruption-based” marketing.
I have to respectfully disagree. A holistic digital marketing strategy may contain one or both. In fact, PPC advertising is viewed by most experienced digital marketers as the lowest hanging fruit of all advertising as it allows advertisers to connect with potential customers at what is often the last stop in their path to purchase.
SEO (Search Engine Optimization) purists will say that yeah, but for PPC when you stop paying, you stop getting traffic. While this is true, at least with PPC, you know what you are getting and how much you are paying. SEO, on the other hand, can be like pre-paying for perpetual traffic that you hope to get.
SEO vs. PPC
That is not to say that SEO does not have a place in an overall digital marketing plan, just not in every plan and certainly not at the expense of PPC.
Now it’s time to get into the details and look at the pros and cons of SEO vs. PPC.
Summary of SEO vs. PPC
Though many will say that Internet marketers should focus on just SEO or just PPC, we think that all digital marketers and their marketing plans should look at both. Compare, contrast and in the best case, compliment SEO with PPC.
A great way that PPC can be used to compliment SEO is to use PPC to test target search phrases to determine which ones have the most commercial value before investing in SEO to rank for those phrases, especially for very competitive ones.
If getting editorial-based links from authoritative [in the eyes of Google] websites and investing in creating lots of high-quality unique, keyword rich content to attract links is not in the cards, then maybe PPC is a better search marketing tactic for your business. Having reviewed this post, you are now armed with the information to better evaluate SEO vs. PPC and determine if one or both are right to help market your business online.
Have questions or need more information in comparing SEO vs. PPC and deciding if/how these tactics can benefit your business in your market, for your context? If so, then why not contact us for an initial SEO vs. PPC Consultation?
The call if free and the value you receive could really boost your business. What have you got to lose?
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