The questions, “What is the difference between seo and ppc?” as well as “Which is better: SEO or PPC?” iare questions we are asked on a regular basis with startup clients. This is not a topic that can be answered with a generic response because the answer really, really relies on your current status, your goals, and the market.
At 1st Content Digital, we certainly place a significant emphasis on search engine optimization (SEO). Because of my nearly 17 years of experience working in this sector, I can say with certainty that organic search, when properly executed, generates a higher volume of leads at a lower cost per one than paid search does.
However, the competitive landscape of marketing is not what it once was. Paid search, when used appropriately, can provide a shortcut to search marketing for start-ups just getting started with SEO, which can be a challenge for newer companies.
In my opinion, this is all related to the internet marketing plan you employ. The key to identifying whether sponsored search, organic search, or a combination of the two is the best strategy for your specific and ever-changing situation is to understand your prospective clients and how they use the internet.
In this piece, I will discuss the benefits and drawbacks of using search engine optimization (SEO) and pay-per-click (PPC) advertising as a method of marketing, as well as offer some advice on how to select the most appropriate channel for your company. We will examine how to merge SEO and PPC for enhanced outcomes from your search marketing efforts, focusing on situations in which both organic and sponsored search are appropriate.
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What is the difference between SEO and PPC?
When comparing SEO to PPC, there are two significant differences to keep in mind. The first issue is that paid advertisements take precedence over organic listings that are affected by SEO and appear at the top of the page. The second difference is that traffic via organic means, such as SEO, does not cost anything, however traffic from paid search engines does cost money for each click. When properly integrated and linked strategically, search engine optimization and pay-per-click advertising tend to produce the best results.
What does SEO stand for?
The primary objective of search engine optimization, also known as SEO, is to raise a website’s position on the Search Engine Results Pages (SERPs) by improving its ability to attract visitors coming from organic search results (SERPS). The following are the different areas that fall under the purview of organic search engine optimization (SEO):
On-page SEO refers to the process of optimising your website based on the keywords that are most frequently searched for by your demographic. This comprises components such as the page titles, headline tags, and meta descriptions, as well as the URL of the page. When it comes to on-page SEO in South Africa, content is king. Your site’s SEO can benefit from a wide variety of content types, including blog posts, infographics, podcasts, videos, and more, so long as each of these types of content focuses on the appropriate keywords for that particular piece of content.
Building credibility and authority for your website is at the heart of off-page SEO. The majority of the time, this will include including high-quality backlinks on your website. In addition to these characteristics, there are others at play, such as E.A.T. rating and social sharing.
When discussing specific web pages, the acronym E.A.T. refers to three qualities: expertise, authority, and trustworthiness. The whole scope of E-A-T is beyond the scope of this essay; however, you should be aware that it all boils down to whether or not the stuff you provide is helpful and valuable.
Technical search engine optimization involves ensuring that all of the pages of your website are accessible to crawling and indexing by search engines. In addition to this, page load times and the architecture of your website need to be taken into consideration.
User Interaction Signals assist search engines in analysing the ways in which users engage with your website. Your page’s ranking may suffer if it has a high bounce rate or a low average time spent on the page, both of which are indicators that the page does not provide a satisfactory user experience related to the term.
What is the PPC?
The technique of purchasing advertisements to boost the visibility of your website within search engines is referred to as paid search or PPC. Your advertisements should ultimately rank at the top of the SERP for each of the keywords that you intend to target. In most cases, you will incur costs every time a user clicks on one of your advertisements (cost-per-click).
Businesses place bids on certain keywords for which they wish their advertisements to be seen. As a particular keyword is looked for, the search engine will hold an auction among the various companies who have placed bids on that keyword. The bidders who are willing to spend the most for the item appear first.
Caution is advised before launching a paid search campaign since, despite how easy it is to do so, your advertising budget can quickly be depleted if you do so without first engaging in adequate planning and foresight. It is nearly always a good idea to hire a professional agency or consultant to set up and manage your marketing efforts. Doing so will almost always be money well spent.
SEO: Increase the amount of organic visitors you get.
What benefits and drawbacks does organic traffic from search engines have to offer?
Let’s start with the positives, which are:
Awareness. Your business will be put in front of potential clients in a manner that is comparable to that of advertising, and it will also create awareness of your brand when it is visible in search engines for the specific keywords that you have chosen.
Branding. There is potential for a positive impact on your brand when your company is visible in relation to commercial search phrases and informational queries that are pertinent to your industry. Searchers who are conducting research that will lead to a purchase may get familiar with and trustworthy of your brand if they ask inquiries about it while they are doing that research. You have the ability to establish yourself as an authoritative voice on a particular subject.
Trustworthiness and credibility. Your site’s appearance in the organic search results can have an effect on how credible your business appears to potential customers who are looking for your services. A significant number of people actively avoid advertisements in favour of organic results. Your company will receive the all-important seal of approval if you maintain a visible presence. In addition to this, having robust review and reputation signals in place will bring further benefits.
Traffic on a website. Increasing the traffic to your website gives you additional opportunity to promote awareness of your company and educate potential customers about the benefits they would receive from making a purchase from you.
Price paid for each click. The traffic that comes from organic search is free… to an extent. Increasing that visibility will need an investment of time and resources (money), but there is no fee associated with each individual click or impression.
The profit made on the investment (ROI). Traffic from organic search engines can deliver a better return on investment (ROI) than more traditional types of paid media and is unquestionably superior to PPC.
Cost. Although search engine optimization is neither simple nor inexpensive, it will almost always be more cost-effective than any other marketing approach in terms of bringing relevant visitors to your website and increasing brand awareness.
Sustainability. In contrast to paid search marketing, organic traffic does not evaporate as soon as you cease making payments for it. In light of this, making efforts to increase organic traffic might keep a business afloat even when spending on marketing is reduced.
Increased percentage of users that click (CTR). The organic results receive more clicks than the other results combined from users. Even while there are few exceptions to this rule, in general, a highly positioned organic listing will produce more clicks for your website than a highly placed paid advertisement will.
Overall, there were more clicks. You should try to get listings in both the paid and organic results if you want to get the most exposure and traffic possible.
Experimentation at the keyword level is required here in order to determine whether you are paying for clicks that you would otherwise receive for free or whether you are increasing overall clicks and CTR in both paid and organic — however, in order to truly maximise results, strong visibility is required in both paid and organic.
Scope. Because there are so many new inquiries added each day, you will need to have excellent organic visibility in order to maximise your scope. You will not want to pay for different sorts of clicks, nor will you want to advertise each individual piece of content on your website.
Advantage in terms of strategy The fact that gaining visibility in organic search results does not come quickly or easily is both a benefit and a drawback. Once you have a strong presence in the organic results, your competitors won’t be able to just pay their way to the top (assuming you have done things the right way). If the rival company is going to rely on paid search, this can provide a strategic advantage over them.
However, search engine optimization is not without its drawbacks, so it is not all roses and unicorns. Organic traffic can be difficult to obtain in many situations, and you may find that you are vastly outgunned as a result. If you are just getting started in the industry, and the keywords you are targeting display results that are dominated by industry giants like Amazon and eBay, then it is possible that you need to rethink your strategy.
It’s possible that, in order to get high organic awareness, you’ll also need to generate content assets. The fact that some companies lack the internal resources necessary to tackle content production is a challenge for those companies. Mastering certain strategies, such as those that involve developing links in a secure and sustainable manner, can be challenging. In these situations, a plan and the assistance of an expert are typically required.
In addition, a significant portion of the organic traffic that you receive can originate from informational or pre-purchase research queries. This is valuable traffic, but a more staged strategy would be needed to coax those people into making a purchase in order to maximise conversion rates. This is one of the most important activities in digital marketing; yet, it is not always simple, and it may not be suitable for all types of companies.
Laser-targeted visibility is what PPC stands for.
What are the key differences between sponsored search and organic search? Why would a company consider using paid search when the click-through rates and level of trust are significantly higher for organic search results?
What Are the Benefits of PPC Marketing?
- The results at the top of a Google search results page is mostly filled with up to four pay per click adverts. Even if a user chooses to scroll past the sponsored search advertising, they cannot avoid seeing them because there are normally four ads displayed on desktop and three displayed on mobile.
- Enhanced advertisements. PPC ads are exactly what they sound like: adverts. As a result, you have much more granular control, and you also have more area for delivering the information you want to convey about your business. There are a variety of ways to construct advertisements that take up most of the page, including through the use of calls, locations, sitelinks, price, and bullet points (also known as callouts).
- Visual product advertising. Google offers the option of visual shopping advertisements, known as Product Listing Ads or PLAs, in locations where you sell a product. These ads can assist users in seeing what they will be clicking on before they do so. By providing a function that is not accessible through organic search, advertisements of this type have the potential to significantly increase the click-through rate.
- Visibility of the brand When you run paid search adverts, you increase your chances of being viewed by the appropriate individuals. That visibility will pay dividends for your marketing efforts, even if they decide to take a step back and perform a brand search before clicking through to your website.
- Budget. PPC enables a more precise control of the spending budget. Set a limit that is fixed according to how much you are willing to spend on a daily basis (preferably with some initial and ideal notions of returns), and then determine that limit.
- Targeting. Using pay-per-click (PPC) advertising offers a highly focused approach to getting in front of potential buyers. Keywords used in a search, the time of day, the day of the week, location, language, device, and audiences based on previous visits can all be used to target advertisements. Organic traffic, on the other hand, is significantly more random than paid traffic.
- Speed. A pay-per-click (PPC) campaign can be launched in a matter of days and ramped up in a matter of weeks, in contrast to the time it may take to develop high organic visibility. Paid search engine advertising is the quickest method available to reach clients just at the point in time when they are ready to make a purchase of your product or service.
- Agile. Agility is directly correlated to speed. Do you want to try out a brand new product? A new marketing message? By executing a brief PPC ad campaign, you can receive immediate feedback on the introduction of a new product (also known as a minimum viable product).
- Marketing intelligence. When it comes to paid search, there are no such restrictions, in contrast to organic search which hides keyword data to a considerable extent for privacy reasons. We are able to establish which keywords convert, as well as at what percentage and cost, by utilising conversion tracking in conjunction with a strong integration with analytics software (such as Google Analytics). This information may be used to improve results across the board and can be fed straight into organic search engine optimization (SEO) marketing. It can also be used to inform other forms of advertising.
- The Ability to Test and Improve. You can easily run tests on different versions of advertising, landing pages, and even call-to-action buttons to see which version produces the best results. Again, this information may be fed back into any and all additional digital (or traditional) marketing efforts that are being undertaken.
- Stability. In contrast to organic search results, the AdWords platform is not subject to the same degree of fluctuation. Alterations are taking place, but generally speaking, they have much less of an effect and are much simpler to deal with. The elimination of junk search and an increase in return on investment (ROI) can be achieved over time through the prudent usage of match types and examination of the search term reports.
- Cost. In contrast to what the majority of advertisers believe, a pay-per-click (PPC) account that is properly set up and managed can be an effective and cost-efficient way to generate leads for your company. If you run a local business that focuses on a limited geographic area and a limited number of keywords, you could discover that it is possible to create more than enough leads without blowing your entire marketing budget. In addition, during the course of time, further optimization of accounts can be done to further reduce expenses and boost returns.
Paid search advertising, also known as PPC advertising, offers many of the same advantages that organic search does.
However, there are some pitfalls that advertisers need to be aware of and avoid at all costs.
PPC can come at a high cost. Although this is not always the case, charges can quickly add up to a significant amount. Those expenditures can quickly skyrocket if you are targeting entire countries or if you are conducting campaigns on a global scale.
Paid search advertising is exactly what it sounds like: advertising that you pay for, and as a result, it involves a continuous financial commitment. If you don’t pay the piper, your advertisements will be removed, and the number of leads you generate will decrease. In the event that you have reasonable costs associated with customer acquisition, then this should not be an issue for you; nonetheless, in comparison to SEO, it may appear to be an unfavourable deal.
There is no question that continual SEO efforts are necessary to maintain a competitive advantage, although organic traffic may be somewhat more reliable.
When it comes to pay-per-click (PPC) advertising, you have a number of different options to choose from; the decisions you make here will have an impact on the results. If product listings are taking up the majority of the screen for your keywords, then the performance of your text advertising may not be as good. In a similar vein, if you run product advertisements and only text advertisements are returned, then it is possible that these advertisements do not provide the items.
It is not uncommon for marketers to engage in competitive bidding with one another, which can result in increased expenses. When you begin to run your advertising, you are frequently taking a piece of the digital apple that belongs to one or more other advertisers. It is possible that doing so will result in costs that rapidly escalate.
PPC is a strategy that is simple and straightforward to replicate. When a competitor sees that you are running advertisements, they have the option to do the same. Your message can be replicated by others. Your whole sales funnel is open for easy inspection by other businesses. This is the environment of digital marketing, and you will need to accept it to some degree in order to succeed.
For pay-per-click advertising to be successful, it is necessary to have knowledgeable management and optimization in place. This includes monitoring bids, Quality Scores, placements, and click-through rates. You can accomplish some of this with scripts; but, if you are too busy to do this effectively, you should make sure that you have a professional on hand to take care of maintaining the health of your account.
What’s better, SEO or PPC?
It is simply not possible to provide a response to this issue without first taking into account the specific circumstances of the firm in question.
A hyper-local company that faces little in the way of competition and has a need for only a few leads each week may be able to build high exposure in the local and organic search results with either a small financial investment or some do-it-yourself search engine optimization.
When facing off against a page of results from Amazon, eBay, and other major department stores and online retailers, a new e-commerce store is certainly going to have a difficult time ranking well in organic search results (in the short term, at least).
Do you require leads at this time? Are you thinking about the situation in the long run? Do you have a significant amount of authority with your website? How fierce is the competition in organic search engine results? In paid search, how much does each click typically cost?
When deciding whether to use search engine optimization or pay-per-click advertising in this context, it is vital to have a crystal clear digital marketing plan as well as clear short-term and long-term goals.
Both SEO and PPC Work
In a perfect world, we would focus on search engine optimization and pay-per-click advertising. Both of them have positive and negative aspects, but their synergistic use brings out the best in both of them. If you can get search engine optimization (SEO) and pay-per-click advertising (PPC) to work together, you will frequently be able to get results that are more than the sum of their individual parts.
Combining organic search engine optimization with pay-per-click advertising has a number of advantages, including the following:
PPC data on keywords and conversion rates can be incorporated into organic search results (SEO).
It is possible to boost the overall volume of traffic by targeting clicks in sponsored as well as organic search results for high-performing keywords.
It is possible to migrate high-cost, high-volume, or low-converting (but still significant) keywords from pay-per-click (PPC) advertising to organic search results.
Your organic listing and landing pages can benefit from the results of split-testing carried out on ad copy and landing pages.
Remarketing enables you to maintain contact with site visitors after you have made first contact with them through organic search and to personalise your messaging based on how they interact with your website.
Before committing to long-term SEO techniques, you should put your keyword approach to the test in pay-per-click advertising.
Through the use of commercial keywords, you may target visitors at every point of the customer journey, from research and comparison to actual purchase.
Build up your self-assurance and awareness by ensuring that you have strong organic as well as compensated visibility.
An integrated search strategy that considers both search engine optimization and pay per click advertising is, in our experience working with hundreds of different organisations, the most effective way. Utilizing both paid and organic strategies simultaneously improves results across the board. You should not look at search engine optimization (SEO) or pay-per-click advertising (PPC) in isolation if you want your firm to experience rapid growth and aggressive marketing. Instead, you should establish a comprehensive search engine strategy.
We know the online marketting space can be challening to navigate, especially if your business and existing clients deserve your full attention. Contact us for a free conversation on how we can support your business with SEO services and PPC campaign support.