Should you choose SEO or PPC?29-05-2017
When it comes to business everyone wants the same thing, visibility. It’s the first step in the process of converting possible visitors into customers and at times even creating awareness that you exist. There are various ways to go about this both online and offline, but here we are going to tackle it from a search engine’s perspective. Namely SEO and PPC.
Behind the scenes of the SERP (search engine results page)
A search engine is designed to search for information on the web. It “crawls” websites for their content and “indexes” them in ginormous databases. Whenever a user makes a search various options are presented in both unpaid (organic) and paid ad listings. Statistically, about 70% of users tend to click on organic results compared to the 30% of paid ads clicked.
What is SEO (Search Engine Optimisation)
It is the process of optimising your website to improve visibility in a search engine’s organic results. This is an intricate and detailed process involving your site’s structure, links and content. Search engines decide your ranking, most notably by checking the relevance of your website against what the enquiry is about. This process can be done by yourself at no cost, this said, it requires some expertise, time, dedication and the ability to react to a fast and ever changing environment especially when it comes to ranking against your competitors. Your website should work soundly, have an attractive design and deliver user expectations regardless of ranking if you want to have a professional business website.
What is PPC (Pay Per Click)
PPC is an online advertising model where the advertiser pays the publisher only when your advert is clicked. Every business would like to rank organically for every keyword related to their products or services but at times this can be a challenge. This is where PPC comes in. Although you are paying for your website to appear at the top of the SERP, relevance still comes into play as the cost of your ad will be higher if your content isn’t relevant to the keyword and making it less likely that your ad will appear on top. You can test out different ads including variables such as different keywords and targeting to constantly improve and acquire more traffic to your website.
Which is should you choose?
Both! Your aim is to have visibility and drive traffic towards your website. Why choose when you can have both? By constantly improving your website and updating your content AND running an effective PPC campaign, you are guaranteed better results than simply choosing one. Some searchers will click on ads and some will click on organic links. You should aim to capture both.