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Traffic from PPC advertising yields 50% more conversions than organic advertising and can increase brand awareness by over 80%

Even if you don’t know what PPC is yet, you can see that it is definitely something to consider.

When it comes to digital marketing you can have pay per click (PPC) or SEO. Both help drive traffic to your website but PPC can get you results much quicker than traditional SEO.

This doesn’t mean that you should ignore SEO as they both complement each other well as part of a larger SEM strategy.

If you’re unsure of whether you should use SEO or PPC, then keep reading. Our complete guide will help you make sense in the PPC vs SEO debate.

What is SEO

SEO is the process of optimising your website so that it ranks higher in Google and other search engines (such as Bing). Here you would focus on the website content, backlinks, website speed and a whole range of factors.

As your website is optimised, you should find that it will rank higher for the keywords that you are targeting.

Benefits of SEO

If someone searches for the keyword that you’re ranking highly, your website will come first. This means that you don’t have to pay for each click.

Also, search engines will want to put a well optimised site higher so you will have higher organic traffic of potential customers.

What is PPC

Pay-per-click (PPC) involves paying for each click. You specify a keyword and how much you would like to spend per day or per click. The ads are then served to people searching for your chosen keyword.

Benefits of PPC

With PPC advertising, you can rank high on Google very quickly. The results are easy to measure and track so you can establish quickly if the campaign is cost effective or not.

The conversion rate on PPC traffic is generally higher than from organic traffic.

PPC: Ideal for Immediate Traffic

As a new website, it can be pretty hard to build organic traffic that naturally drives customers to your website.

Pay per click can help solve that problem.

Implementing a strong SEO strategy is important from the start and is great for a new business but working with paid ads is a great complement to that.

SEO will give you long term gains but for immediate traffic, choose PPC.

Using Google adwords is a great way to get started and Google offers detailed guides on how to set up and maintain an effective PPC campaign.

Working with a digital marketing agency ensures that you maximise conversions and lower your cost per conversion.

Using PPC, you’ll be able to reach people who might not have organically ended up on your website. You can plan out the keywords that you would like to target and focus your efforts.

SEO: Ideal for Long Term Growth

With a new website or a badly optimised website, trying to figure out where to start can seem like a daunting task.

It can take a while for momentum to build and there are a range of factors to account for.

Results can also vary from business to business, depending on the level of competition you can expect to see results from 3 months up to a year.

When building an SEO campaign, there are several things to think about:

  • Keywords: Not all keywords carry the same weight. Ideally you want to rank for keywords that have buyer intent where the conversion rate will be higher. Comprehensive keyword research will reveal which keywords you can rank easily for and which ones will take more effort.
  • Competition: Figure out what your competitors are doing with SEO. Are they on top of their game with a large marketing budget to potentially dwarf your efforts? If so, you might have to get creative with your campaign.
  • Content: As always, content is king. Focus on producing helpful content on a consistent basis but keep SEO in mind with your articles.
  • Backlinks: Links to your website from relevant websites is in indicator to Google on your website’s importance. Having relevant links can help you rank higher on Google but don’t gain links too quickly as this can be a potential red flag to search engines and maybe lower your rankings.

Climbing up Google is easy to do once you’ve developed a great Digital Marketing strategy and SEO is the one you should go for if you’re looking for long term growth.

So, PPC or SEO?

In a nutshell, both.

Having a strong SEO strategy will help uncover and target the relevant keywords. Identify your target audience and allow you to build content that is tailored to the audience and keywords.

Using this information, as you create content, you will naturally start to build your on page SEO and increase website visitors.

This information can then be used in your PPC campaign to get quick results.

Using PPC, you can increase leads/sales quickly, while you build on your SEO. As you start ranking higher on Google organically, you can look to reduce your PPC budget and hopefully have the same number of sales.

If you still need a little help, contact us we’ll help guide you through SEO and PPC in a way that benefits your company.