Debate: Organic SEO V/S Pay-Per-Click Advertising
Both SEO and PPC are dynamic in nature and have evolved drastically over the years. But one question that still remains among digital marketers is which one to choose between the two.
The truth is there’s no such thing as ‘a perfect digital marketing strategy.’ But yes, you can always demonstrate your expertise by employing the best strategies that match the prevalent conditions of your business. This is how it goes.
For me, PPC is more like residing in a rented accommodation. You enjoy all the benefits, practice all the possible goods, but in reality, you don’t own it.
SEO, on the other hand, is like buying your own home. The efforts are hard and intense, but what you earn actually belongs to you alone.
One deciding factor in choosing between the two can be opting one that complements your present marketing ideas and business needs. But if this one statement doesn’t really click in your mind, then read this post to get an in-depth knowledge of Organic SEO and Pay-per-Click Advertising, and definitely, you should then be able to make a wiser decision.
Since I want you to make a firm decision by selecting the best between the two for your own business, I’ll be listing both the positives and negatives of both subjects. But before I dig out all the details, I want you to take a quick glance at some of the latest statistics for the two:
Important PPC Statistics that You Must Know
• Businesses can earn an average of $2 for every $1 spent on Adwords. (Source: Google Economic Impact)
• Around 41 percent of clicks made through paid advertising go to the top 3 paid ads on pages resulting from searches. (Diversity Search Strategy)
• 50 percent more visitors on PPC are expected to make purchases than those on organic searches. (Unbounce)
• There are almost 300,000 mobile apps that are presently serving Google Mobile ads.
These are a few of the latest statistics about PPC. But wait: don’t make a decision that quickly. I have a couple of statistics for the Organic SEO as well.
Organic SEO Statistics that are Hard to Ignore
• It has been confirmed by 61 percent of marketers that expanding their organic presence and improving their SEO are the top ingredients of their inbound marketing strategy. (State of Inbound)
• B2B researchers perform on an average of 12 searches before they engage to a specific brand site. (Google)
• On average, the first page of Google search result contains around 1,890 words. (Backlinko)
• 72 percent of the marketers begin with a generic search before they head toward a detailed search. (Google)
Based on these statistics, one thing is pretty clear: both Organic SEO and Pay-Per-Click advertising can be a boon to your business — but only if used wisely and through the correct approach. But there is something more that you need to know. Let’s peck up the secrets of PPC and Organic SEO that have helped other companies to make the most out of them.
Know how PPC has Helped Companies to Gain Success!
Despite high levels of click-through rates and trust for Organic SEO, Pay-Per-Click advertising has been able to deliver benefits to businesses. It’s important to know how.
• Respected page Positioning
One way that paid search dominates the other foldable content is the perfect positioning on the page. With almost 4 ads appearing on the desktop and 3 on the mobile screen, users always see the paid search ads, even if they intend to move to the other page.
• Laser Targeted Approach
Getting in front of the potential customers is easy and fast with PPC. It’s possible to target ads with specific keywords, language, geography, device, and a match to the preferences of the audiences.
• Swift in Creation and Modeling
A PPC campaign is easy to create and it can ramp up in just a few weeks. There’s no faster alternative to this as a way to effectively land in front of potential customers, particularly at the moment when they’re willing to make a purchase.
• Enhanced Visual Appearance
When you’re selling a product, you can always make the best use of the visual shopping ads feature from Google. It allows users to view a product they wish to purchase. These ads are truly effective in enhancing the overall click-through rate experience, which is something absent in Organic SEO.
• More Space and Better Control
With PPC ads, you have more space to deliver your advertising messages and an even better control over the description to be displayed. Locations, site links, prices, and other imperative details — all can be listed with ease.
• Targeting Specific Audience
If you don’t want to waste your time and efforts in targeting the generic population, then PPC ads can add worth to your marketing strategy. It offers an easy way to target specific groups from among the masses. They’ll be able to search your site, which is only going to bring gains to your business.
• Controlled Budget
You can always plan a budget for your PPC campaign and implement it accordingly. There’s no need for spending more and worrying later.
• Well-Managed Adwords
This is another thing that you will definitely not get through the Organic SEO approach. Adwords are well-managed and by meticulous matching and analysis of the search terms, you can remove the entire junk search and gain higher ROI over time.
• Test and Track Functionality
Landing pages, call-to-action buttons, and split-test ads are all efficient ways to determine and track the results.
Organic SEO – Why Top Industry Businesses Love It!
PPC is incredibly speedy, but still, industry experts love Organic SEO. Know Why!
• A Key to Generate Awareness to your Business
Higher visibilities in search engines for specifically targeted keywords ensure that your business is always in front of the interested customers. It is almost similar to advertising and is an excellent way to drive your brand awareness.
• Enhanced Branding
If your business is offering customers a great solution to their informational queries of commercial search terms, then Organic SEO is the best way to increase your brand’s image. Whenever the users will conduct a search, your brand will always be on the top, and you become the authoritative voice for the chosen topic.
• Increasing Credibility and Gaining User’s Trust
As I’ve already mentioned in the statistics above, large numbers of users trust organic results rather than paid ads. Most of the users even skip ads without watching them, particularly if it seems like it will be of no benefit to them. So if you want your business to be visible, and to gain a strong reputation and trust among your audience, then organic SEO is the way to go.
• Higher ROI and Increased Website Traffic
Traffic from Organic SEO comes at a reduced price and yet it can help enhance your ROI to a great extent.
• Increased Click-through-Rate (CTR)
While the below Infographics is enough to provide you with a clear idea on this, still I want to mention that a higher number of users click on the organic results as compared to the paid advertisements. However, there are always exceptions. Still, this is something pivotal in SEO.
Reference Link – http://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
• Larger Scope
The extent of scope in Organic SEO is larger than other advertising solutions as it allows you to promote and advertise every bit of your website, which is only going to bring you better gains.
• High-End Strategic Benefit
Getting visibility through organic SEO is not easy, but this brings you a strategic advantage over your competitors. You just have to establish your business in the organic world, and there will be no easy rescue for your competitors. This way, you will enter a race which your competitors will not only be able to win. They might not even be capable of entering it.
Organic SEO or PPC – The Future Predictions
As far as the future is concerned, both SEO and PPC will definitely be pivotal to the success of an SEO strategy for a business. With unstoppable growth of mobile devices, Google is going to give more thumbs up to mobile-friendly websites. Eventually, the popularity of mobile-specific ads will definitely upsurge.
Moreover, with new updates introduced by Google now and then, and with algorithms updates, the popularity of SEO is not going to fade away anytime soon. In fact, local SEO will gain more significance alongside search results that are being more personalized in nature.
Organic SEO or PPC – Which one is better?
Answering this question is a challenge — not just for me, but likely for everyone else out there. The main reason is that businesses have unique situations that require distinct solutions. So focusing on just one side of the coin could be a big mistake.
For instance, a new e-commerce store online competing with big brands like Amazon, Flipkart, and more will definitely not be able to make up the competition with organic SEO alone. It needs something more! Also, a well-established online business with a high rate of competition and constantly needing more figures is going to lose its credibility if it relies just on PPC.
Then what’s the solution? The answer is simple — both!
Organic SEO and PPC – The Best Approach
According to me, the best approach to win over your competition and to gain your customer’s interest is to follow a balanced approach including both the ingredients — that is, Organic SEO and PPC.
One great advantage of this would be to integrate the conversion and keyword data obtained from PPC into organic SEO. Even high-performing keywords can be used for both these elements to increase the overall volume of traffic on your website. Also, you can switch keywords from one zone to the other to gain maximum benefits in terms of conversions and traffic.
With PPC, it’s possible to test your keywords strategy and landing pages well in advance before you fed them into your organic SEO strategy. This is great, particularly for long-term SEO strategies.
Lastly, running both hands can help you target more customers, and at the same time increase awareness and win confidence among your existing customers.
So I would suggest you plan an integrated strategy for search marketing for the next couple of years, one that accentuates the positives of both SEO and PPC, and at the same time eliminates all their pitfalls.
Make sure the strategy is customized to your business. Only then can it help you land in a win-win situation.
Sunny Chawla is a Marketing Manager at Alliance International IT, a Web design and Development Company, helping global businesses with unique and engaging tools for their business. He would love to share thoughts on Pay Per Click Services, Web Designing and mobile app development.
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