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What's the
difference between
SEO and PPC? |
SEO
provides higher
ROI |
PPC generates
immediate
traffic |
Which Campaign
is best for
me? |
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What's the difference between SEO and PPC? |
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So you've heard of SEO and PPC, but are not quite sure of how they work or more importantly which option will work best for your eBusiness. Don't panic - we're here to unpack these two strategies for you in layman's terms.
SEO (Search Engine Optimisation) refers to organic results which are free. In other words, there is no direct cost to acquiring these positions in the Search Engine Results Pages (SERPS).
Pay per Click (PPC), on the other hand, refers to "sponsored results", which means that these websites pay the Search Engines a specified amount of money when people visit their website through the sponsored links. These sponsored links are usually located on the top and right hand side of the SERPS.
Ok, so free always sounds good - but is there a catch? And doesn't paying money ensure better results?
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SEO provides higher ROI |
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Although organic rankings are free, you are still required to pay an SEO specialist in order to improve your website's visibility in the Search Engines. However, once your desired positions in the organic rankings are attained, the traffic volumes that flow to your website are far greater and ultimately less expensive than incorporating a PPC strategy. In short, organic search engine traffic brings a higher R.O.I than paid online advertising.
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PPC generates immediate traffic |
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Even with a good SEO strategy, it can take anywhere between 3 and 12 months to attain a top-10 position in the organic rankings; this length of time is usually dependent on the competitiveness of your industry and the keywords that you are up against. Conversely, PPC generates instantaneous traffic to your website.
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Which Campaign is best for me? |
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Don't be blindly lured by the promise of instant gratification of PPC alone if you are serious about the long term success of your eBusiness. In most instances you will need to look at two variables, time and budget, in order to answer this question. If timing is important, i.e. you have just launched your website or you are running a special campaign then it will make sense for you to generate immediate traffic to your website and implement a PPC campaign. In addition, if you have a large budget and receiving a high ROI is not your ultimate goal but brand presence is, then a PPC strategy also makes good sense.
Although PPC is the fastest way in which to market your website, most website owners prefer to adopt a more time consuming SEO strategy in order to obtain a more extensive and longstanding online presence while also receiving a greater R.O.I in the long run.
The common course of action for new website owners is to implement a PPC strategy for the first 3 to 6 months of operation until such time as the organic rankings kick-in and start to generate large volumes of free web traffic.
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