Pay Per Click vs. Organic SEO – Which is better

Website traffic doesn’t just show up out of thin air. Usually, businesses have two options to help improve website traffic: pay-per-click (PPC) or search engine optimization (SEO). The key to success in any strategy is knowing which method to use when, and how each can benefit your business. A successful online campaign will typically include both organic seo and pay per click advertising, as each has its own benefits and applications in marketing your business brand. 

The Basics: PPC and Organic SEO Explained 

Pay-per-click advertising works pretty much exactly as it sounds. Using platforms like Google Adwords, you can display sponsored ads in the search results, paying a fee every time that a user clicks the link on the search engine to go to your website. The fee that you pay is based on the competitiveness of the keywords you want to use. 

Organic SEO is a great way to build traffic for free. This method starts by defining keywords and performing research on those keywords to determine how to incorporate them and which words to utilize in your content. It can be difficult and time-consuming to do if you are not experienced, but there are many who believe that organic search engine optimization is THE KEY to online marketing success. 

The Debate Goes On 

For years, business owners and marketers alike have been debating the value of SEO vs. PPC advertising. For those who can afford it, buying their way into the search results makes sense because it’s a guaranteed position. Others feel that PPC is unnecessary or they simply don’t have the budget for it, when it is actually a lot more affordable than most realize. Keep in mind that what is best for your business isn’t going to be what is best for everyone. To help you decide what is best, take a look at the pros and cons of each tool. 

Search Engine Optimization Benefits and Disadvantages 

Organic optimization is a cost-effective option for increasing brand awareness and boosting website traffic online. If you are able to do the work yourself, you can save even more money in the process. Otherwise, all you will pay for is the service that you choose to handle your organic campaign. Another perk of SEO is that it provides longevity. When a site is built and optimized well, it can keep a high-ranking position in the results long after paid campaigns have ended. Paid ads can move around in the results, whereas your organic ranking should remain fairly stable over time. 

The downside of search engine optimization is that it is very time-consuming and slow to produce results. If you have time on your side, that might not be an issue. If you are in a hurry to increase traffic, however, paid advertising might be the way to go. This is also an ongoing process that will last for the life of the business, meaning that your campaign will never truly be “done” like a paid campaign would eventually end. However, that also means that the future of your business will be set up for success with search engine optimization. 

Pay Per Click Benefits and Disadvantages 

The obvious benefit to PPC is that you get instant results. You can pick the timeline and dates of the campaign and start seeing an impact as soon as it begins. Plus, you don’t have to worry about search engine algorithms and other factors that might affect your ranking. You’ve paid for your spot, so you know where your website will be listed. One of the biggest benefits that marketers report with pay per click campaigns is that they are completely scalable and offer a lot more control than organic optimization campaigns. 

Keyword competition is at an all-time high and you are going to pay to get the best results in your campaigns. Plus, some keywords can change in demand, which means you might pay more for the same keywords that you used previously, simply because of the competitive nature of the market. It is also time-consuming to research the best keywords to bid on and decide where to put your focus. It is a full-time commitment, so you will either need the time to do it or the money to hire someone else. Another drawback of PPC is that the leads end when the campaign ends. An organic rank will be around forever, basically. A paid rank eventually stops unless you pay more to keep it going. 

Choosing Your Campaign Tools 

The answer to which is better depends on your needs as a business. Your goals and expectations for marketing, combined with your budget, will be what determines your best course of action. If you are trying to figure out which is going to be best, or whether you can benefit from both types of campaigns, consider the following: 

-What is your budget? If you are on a tight budget, organic optimization is going to be the best solution. If you can spare a little money, though, it will benefit you greatly to invest a little in a paid campaign to get things started. 

-Look at the cost per click (CPC) of keywords you might want to use. Some are only a couple of dollars per click, while others could be as much as $25 to $30 for a single click. That requires a pretty hefty advertising budget, which most companies don’t have. 

-Are you in an industry with huge authority companies? Some of the most competitive industries are completely dominated by certain authority brands or websites. Take the keyword “auto insurance”, for example. Big-name companies like Geico and Progressive are conquering these search results and paid campaigns might be your only chance at making an impact. 

The Bottom Line 

When it comes to deciding between organic search and PPC campaigns, you really have to do an analysis of your advertising needs and find out what is going to work best. In many cases, a combination of both campaigns is more successful and offers a balance of quick results with affordable campaign options. For the best outcome, consult with the professional team at Website Marketing Company in Orlando Florida. We service clients across the country.