Marketers have employed different online marketing strategies to improve a company’s online visibility, and ideally, increase conversion rates and boost sales. These strategies include social media, influencer, and content marketing. Two of the most popular strategies, however, are search engine optimization (SEO) and pay-per-click (PPC) ads.
Many companies, big businesses and startups alike, use SEO and PPC strategies simultaneously. But, for those with a limited budget, it makes more sense to prioritize organic SEO as a way to establish brand awareness.
Understanding Organic SEO and PPC
As the name suggests, organic SEO is getting a webpage to rank high on the search engines results page (SERP) with unpaid, organic methods. According to digital marketing agency CreativoMedia, investing in SEO services allows a small business to gain a strong online presence, more leads, and higher online and in-store sales, among others.
On the other hand, in PPC marketing, your ad will be placed on top of the page, above the organic listings. Every time an internet user clicks on the ad, you pay the publisher – Google, for example. This marketing model is ideal for those who want to see more immediate results in web traffic and in possible conversions and sales. The downside is that if you fail to pay for the ad, it will be “turned off” until you fund it again.
The Advantages of SEO over PPC
- Longer Visibility for Less: a PPC ad only lasts until there is money to fund it. Unfortunately, not all companies have this budget. With organic SEO, you create your brand’s online visibility for less cost, long-term, as you pay for the entire campaign. Your content will not be taken down unless you ask for it to be removed or if you break Google’s rules.
- Increased Click-Through-Rates (CTR): while a PPC ad appears on top of the SERP, it does not always guarantee a click. Some users are skeptical of advertisements and tend to “skip” them. Consequently, they scroll straight to the organic listings. If your page ranks high, it has the potential to get more traffic.
- Webpage Sustainability: with organic SEO, you don’t have to buy your way into the listings. All you need to do is optimize your website and make sure your content is of high quality. There’s some tedious work behind all that, but if successful, you can outrank bigger competitors who will not be able to edge you out of the SERP.
On top of the many advantages of an SEO campaign, you can still go for PPC ads to complement the former strategy. But, with lean funding, you should weigh your options very carefully. With effective SEO initiatives, organic searches have the potential to deliver more overall traffic than PPC. What’s more, you don’t have to pay for all those clicks.