Search Engine Optimisation (SEO) vs Pay Per Click (PPC) In 2020

LENGTH 4 min read
CONTENT TYPE Blog Post

Search Engine Optimisation (SEO) vs Pay Per Click (PPC) In 2020

Here are some points on both SEO and PPC to understand better how it can impact your business and which one is right for you.

SEO 🔍

  • Organic clicks are free and don’t cost you a cent.
  • SEO is more of a long term strategy because most of the time it takes at least 3-6 months for your site to rank in top spots for competitive keywords with consistent optimisation work. 
  • SEO is a more cost-effective way of improving your sites online visibility over the longer term. Once you begin ranking in the top spots, you will get a better ROI for your business.
  • SEO is also time-consuming and can be overwhelming and requires continued investment, especially given that Google makes hundreds of changes to its algorithm every year. You’ll need to be sure to keep up with any algorithm updates in order to stay ahead of your competitors. There are no guarantees that, even with a sound strategy, you’ll outrank your competitors. But when a strategy does work, you can have big wins. It’s an imperfect science that requires perseverance and patience.

PPC 🖱

  • PPC gets instant results, as soon as your campaigns are set live you’ll get immediate traffic to your website.
  • Getting instant results also means getting more data on what works and what does not so you can quickly optimise your Ads accordingly.
  • PPC Ads are on top of the SERPs, you get the most attention when people are looking for your services or products. 
  • PPC Ads can enhance your business presence with Search Engines, having phone numbers, your location and displaying links going to your site.
  • Unlike SEO, PPC traffic isn’t free, you get charged for every click on your ads through to your website. 
  • Ads can be laser-targeted to your specific customers. Whether you want to target searchers based on their geographical location, the time of day, the device they use, and other factors.
  • When you turn off your paid ad campaigns, the traffic to your website stops.

So Ummm, Is SEO Or PPC Better? 🤔

It really depends but a better approach is to integrate both SEO and PPC and dominate more real estate in the SERPs.

  • If you are a new business you can use PPC to get instant results, you can test quickly which product/services drives a better ROI to the business, then use it for your SEO strategy.
  • Use data and findings from conversions, ad headlines, messaging, and calls-to-action (CTAs) to prioritize your SEO strategy around the terms and keyword groups that have the strongest conversion rate. 
  • Use of retargeting and remarketing, you can serve ads to people who have already visited your website. You can target people who have abandoned items in the cart to remind them and take action using a great offer.
  • Brand bidding, once people are exposed to your business, people will be searching for you online and it is not uncommon where your competitors are bidding on your own brand name and to get top spot of the SERPs. You can dominate the Organic SERPs with SEO but you need to protect your brand by bidding on it on Ads.

Although SEO and PPC are used by most companies to be visible online to users, ranking organically for keywords can offer long term advantages.

With organic optimisation, a website can rank higher for longer and it will attract more organic traffic which in turn creates a ‘snowball effect’ with Google rewarding sites that continually are growing traffic. When multiple SEO strategies are combined and working together it ensures that a page stays in the top-ranking results.

Interestingly, statistics show that organic search results generally get more clicks than paid search results because users trust sites that are ranking organically rather than paying to show up in results.

A good SEO strategy will also help your website to appear on page 1 of Google and other search engines. It should be the goal of every good strategy to rank as high as possible on the first page of search engines for your keyword phrases as studies have shown, only 25% of users move to page 2 of Google and the rate decreases drastically as the page number increases.

After all, everyone knows, “The best place to hide a dead body is in Page 2 of Google search results.” 

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