Choosing Between PPC and SEO: Factors to Consider
In your attempts to get your website ranked as high as possible by the search engines, you could employ PPC (pay per click) advertising, SEO (search engine optimization (SEO) or even a combination of both. As a business owner, how do you decide which strategy is good for you?
Time and money
SEO relies on the creation of the most outstanding content to make your site the most authoritative in your industry and therefore get it noticed and ranked most highly by the search engines. Needless to say, creation of awesome content takes time and money. While some companies are able to employ SEO strategies using their in-house staff, most find it wiser to outsource this function to SEO experts. Outsourcing naturally comes with an expense.
Depending on the industry you are in, there is always the possibility that your competitors are also working just as hard as you are to get to the top of the rankings. What this means is that you might need to put in extraordinary efforts to get ranked at the top. Whether you do it in-house or hire experts, there are never guarantees that SEO efforts will show quick results.
PPC is quicker
If you do not have the time to wait for the search engines to rank you at the top, you might consider using PPC. With this strategy you run ads that look like search results and they help your site rank at the very top. PPC is therefore quicker but it is certainly expensive.
A properly run PPC campaign has the ability to give immediate results but it might not be affordable for most small businesses. Even companies that might have huge marketing budgets understand that they cannot rely on PPC forever. For this reason, most companies prefer to use a combination of both PPC and SEO.
Using combined PPC and SEO
While SEO will take time to take you to the top of the ranking, it is likely to keep you there for a long time. In fact once you are already at the top, you just need to be alert to keep tweaking your site to make sure it continues to be outstanding.
The prudent thing therefore is to employ a PPC strategy at the beginning and then continue developing an SEO strategy for the long term. When used properly, a combined SEO and PPC strategy will help a site rank at the top of the search engines consistently.