SEO (Search Engine Optimisation), PPC (Pay Per Click) marketing is an field that businesses can spend precious resources attempting to master. So, it’s helpful to each marketing strategy before deciding the one that’s right for your business.

Search Engine Optimisation
The most effective marketing plans make use of both strategies. Your Return On Investment will depend on your understanding of the characteristics of each.

PPC is better for conversions. SEO is the biggest driver of traffic.

It’s true that pay per click (PPC) advertising is a powerful conversion tool – the context-sensitive nature of the model sparks more clicks than its search engine optimisation (SEO) counterpart. However, SEO accounts for 88 per cent of all web traffic, while PPC generates a modest 12 per cent.

PPC is easier to customise.
It’s important that your online marketing techniques are agile enough to adapt to changing business needs such as new products you may wish to promote. PPC is the obvious winner in this department, allowing marketers to change a campaign’s keywords in moments. Conversely, SEO keywords are usually incorporated into titles, headings and unique quality content – a fact that makes implementing change a risky and labor-intensive affair.

PPC achieves a higher ranking in Search Engines.
Because paid ads create higher profits for search engines, PPC ads are displayed at the top and along the right hand side of a search page, which is great for the online visibility of your business. However, SEO’s capacity to draw long-tail traffic equates to greater longevity in terms of search.

SEO’s higher barriers to entry create a stronger competitive advantage.
Using SEO as your primary online marketing strategy demands extensive keyword research and a considered approach to quality content creation. But this means that nailing good SEO practices from the onset and maintaining these as your business evolves is likely to generate traffic and conversions over the long haul. Mastering good SEO can give you a ranking that’s consistently higher than your rivals – an attribute that gives you a powerful competitive edge.

If there is one point that online businesses must take away, it is that SEO and PPC both have a significant place in the digital marketing landscape. Dependent upon what you are trying to achieve online, your budget and your current business goals, SEO and PPC have different attributes that can help you achieve your goals.

In this fast pace digital world, it can be confusing and difficult to know what the best practice is.

Feel free to contact me to discuss your particular situation.