What is SEO?
SEO stands for search engine optimisation, which is the process of improving the quality and quantity of traffic to your website from search engines. SEO targets unpaid traffic (also known as organic) rather than paid traffic.
There are two aspects to SEO; 1) understanding what people are searching for online, the words they are using and the content they want to consume and 2) delivering that information in a way search engines can find and understand it.
What is PPC?
PPC or pay-per-click is an online advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines such as Google. It is also know as search engine marketing.
What are the pros and cons of SEO vs. PPC?
First, SEO and an important statistic to be aware of, nearly 80% of users ignore paid ads in search results.
Pros of SEO:
- Provides a continuous flow of free traffic
- Sets you up as authority in your sector
- Has a high chance of converting
- Has legacy
Cons of SEO:
- SEO is not a quick win
- Takes time to show ROI
- Provides less control over where people end up
Now, let’s compare that to PPC. Although SEO may get the lion’s share of the clicks, 75% of people say that paid search ads allows them to find the information they are looking for.
Pros of PPC:
- Offers quick results
- Lets you target a specific audience
- Provides measurable results in real time
- Provides greater control where you direct visitors
- Allows you to retarget your website traffic
Cons of PPC:
- Isn’t free
- Paid ads don’t get as many clicks
- Ads disappear when the campaign ends
So, which one is right for my business?
Both digital marketing channels are highly effective for driving traffic to your website. If you are looking for short term results and have budget available then PPC is the answer. If you are looking for more cost-effective, long term results SEO is the best option.
For businesses looking to grow, we typically recommend a bit of both.