We all want to be found online, but what solution do we use to get the best results? We know there is a fountain of knowledge in relation to running a business, but the subject of SEO can be a little hazy, depending on who you talk to.
When hearing terms such as SEO and PPC, we assume them to be one of the same, but nothing could be further from the truth. While both are useful for online businesses wanting to be found, they act in very different ways. This leaves thousands of online businesses asking which is the best for them.
To answer is this, we first need to look at how each traffic generation technique operates, and the pros and cons of each strategy.
Search Engine OptimisationÂ
For the most part, SEO is something that should be carried out by any business regardless of their marketing efforts, as it just ensures the site is in good stead. However, SEO can offer more than just making sure those typing in your brand name can find you. It can introduce you to new customers, ensure your site is being found by the right people and gain you more credibility.
For SEO to be effective, it must be in the right hands. Although anyone can learn the basics, only long-established professionals will be able to take you where you want to go. If carried out correctly, you can enjoy more organic traffic and have a lasting presence online. However, using the wrong strategies can leave your site in turmoil. This is especially true of online marketplaces offering thousands of SEO backlinks for a few dollars. If your business is being linked to by low-ranking sites, your site can be tarred with the same brush, which can be detrimental to a business.
Although SEO is a must for any business, it’s important to know that the process isn’t fast. In most instances, it will take months (even years) for your site to noticed, but perseverance is key. A professional will discuss your needs, and ensure that the content is unique, the keyword research thorough and the right tactics are being used to promote your website.
Pay Per Click Lead GenerationÂ
As the name would suggest, pay per click lead generation is an advertising model that charges business owners each time their ad is clicked. The use of keywords is prevalent in PPC advertising, but you are given more leverage compared to SEO as you’re paying for a service. The more clicks you have, the more money your business makes (provided the model is profitable), so it makes sense to use PPC to promote whenever possible.
PPC is like turning on or off a tap, so it’s money in and money out. If you have a clear call-to-action on your website, then there’s no reason that PPC lead generation can’t work for you. PPC lead generation can offer instant results, but this will only occur if you’re able to continually fund the strategy. As such, you need to ensure that you cost your strategy accordingly.
Because PPC is so predictable and stable as a traffic generation model, its use varies from being 100% of some people’s traffic generation to only a short-term stopgap for others.
Which is Best?Â
When it comes to choosing the best solution, there really is no clear winner, as both are useful, depending on your business goals. As advised, SEO is vital for any website, so in this context, it’s a strong contender for being the best strategy. However, if you have a limited time to sell a product or service, then there’s no better option than PPC lead generation, as long as you carry out some calculations in the first instance.
If you’re in any doubt, it’s advisable to speak to an SEO specialist. They will be able to advise what work needs to be carried out in relation to SEO and advise what strategies may work better with a PPC advertising model. You may find that you’re advised on the possible longevity of SEO ‘kicking in’ and to use PPC as a more expensive but short-term solution.
