In this article, I will aim to tell you the basic difference between SEO and PPC, the benefits and cons of each of them respectively. I will also tell you about the investment required in time and money also the return on investment. This article will also tell you different ways to maximize the revenue generated from SEO and PPC respectively.
Search Engine Optimization:
Search engine optimization, commonly known as SEO is one of the best and most widely used internet marketing strategy of the past decade that continues to progress and has been crucial in the success or failure of many startups and businesses. SEO has been in use since the 90’s through WebMaster in which the search query will find pages with the related keywords based on the density and frequency of keywords used on that page. This method became flawed when companies started realizing the importance of keywords and flooded the website with keywords that resulted in irrelevant data as people would abuse this system to improve their rankings. However, the entry of Yahoo and then Google’s search engine completely changed the landscape of SEO because what they do is that the results displayed in google’s search result are based on ranking with the page with most hits ranked higher. Google search bot doesn’t consider keyword density, but it also looks at the relevance of the keywords to ensure that website owners can’t manipulate ranking as they did previously.
SEO as a tool Internet Marketing:
SEO is one of the most widely used method used by websites for their marketing purposes and the traffic and rankings on Google do play an important role in determining the success of a business. To help you understand clearly, let’s say that Mr. A and Mr. B both open an online grocery store. Now Mr. A uses SEO to improve his page rankings and as a result, people visit his site more often than Mr. B’s who uses only connections to attract visitors. As a result, of effective SEO utilization, Mr. A is successful while Mr. B is a failure. However, SEO is not the only factor is Internet Marketing, It is also important the content should be of high quality and easy for people to understand.
The Benefits and Cons of SEO:
All of us know by now that SEO has some great benefits that cannot be challenged. However, it has its flaws too. So being the rational human beings we are it is necessary to look at the advantages and disadvantages of using SEO:
- With SEO, you will be able to generate and maintain a steady flow of traffic to your website or blog.
- One of the best benefits of SEO is that it will highlight your business to attract potential customers and increase its growth.
- SEO will help you become a prominent member of the internet community, and people will look up to you to help them find a solution to their problem.
- SEO is risky as there is no assurance that your page will be in Google’s top 10 search list. Which is the main reason to use SEO
- It requires time and patience before you see any return on your investments. SEO generate a return in the long-term and is not recommended for short-term profits.
- You don’t know with SEO the amount of traffic and money that will be generated and benefit you. So the aura of uncertainty is a problem.
Looking at it objectively, It can be seen that the benefits of SEO outweigh the disadvantages of it. So it is recommended to utilize SEO in your online marketing campaigns because the world is global now and chances are high of you getting noticed.
Best techniques to increase the efficiency of SEO:
SEO is only effective if you know how to use it properly. Without proper knowledge, you won’t be able to utilize SEO to its full potential, and the chances are that you will end up wasting your time and money. So in this article, I will provide few tips and tricks that will enable you to get the best out of SEO.
Google Keyword Planner:
The first and the easiest way to kick-start your SEO quest should be to use Google’s Keyword Planner tool. Google will give ideas for keywords if you type the link to your website or blog. It is the cheapest method and an effective one as well.
If you want to stand any chance of growing your business and attracting viewers and potential customers, produce great and quality content that is so good and unique that it leaves a lasting impression on the minds of the viewers. A good content or article will automatically attract more traffic to the best form of marketing is by a satisfied customer itself. If you’re good at SEO but you’re continent great than you will be a machine with strong brakes but no engines.
To be successful in any field in life it is important to build strong links with others and have a vast network at your disposal. The same applies to SEO too, leaving a good comment on other blogger’s site helps build friendship and you can ask them to write a good review about your company or service. If they have a following, then it is a win-win situation for you. You can also increase your network by actively engaging in social media forums and communities and get a loyal fan following.
Get in the mind of the customer:
To maximize the efficiency of your SEO, always try to think like customer before you get going. Keep in mind the things that a customer will perceive before he engages in pre and post purchase behavior, brainstorm the potential questions and try to answer them. If you’re able to do that, and the customers are finding answers from you, then you have hit the Bulls-Eye mark.
Capitalize on Mistakes:
For an effective SEO strategy, have a look at the strategy adopted by your competitors. Keep a keen eye on the strength and weaknesses of your competitors. Try to adopt and learn from their plus points and capitalize on their weakness and mistakes or the areas where they lag behind.
Paid Per Click:
Now that we have covered the fundamentals of SEO let’s shift our focus now to Paid per click (often shortened to PPC). PPC is a form of internet marketing just like SEO. The main aim of PPC is to attract visitors to a website so that they can click on the ads posted there by advertisers, in return, you will get a small commission for every advert clicked by customers. In short, In PCC, you buy visits to your site instead of waiting for it to get popular. The popularity of PPC’s can be contributed to the increasing use and popularity of search engines like Yahoo and Google in the late 90’s to the early 2000’s. As more people started using these search engines, advertiser would bid on specific keywords so whenever someone typed a search query containing those keywords a sponsored link will be displayed, which when clicked, will redirect to the advertiser’s page. In more recent time, famous websites that generate user traffic have reserved advertising space for advertisers, advertisers post their ads in that space and return the website owners get paid a fee. This is a similar process to billboard advertising.
When talking about PPC, it is crucial that we talk about Google AdWords too because it is the most popular and widely used PPC advertising system in the world. To get on google’s search result page, it is important for advertisers to deliver quality content and spend money on it. AdWords works by ranking each advertiser on its Ad Rank. This ranking is based on two main factors, Bid, and Quality Score. The CPC bid is the maximum amount an advertiser can and is willing to spend. Whereas, the Quality Score will consider the quality and relevance of the landing page. You can say that this is a type of an online auction where you bid for digital space.
Pros and Cons of PPC:
Everything on this planet has its benefits and cons, nothing in this world is flawless and same is the case with PPC. It has lots of advantages but at the same time PPC has some unwanted disadvantage, We will look at both of them for further clarity.
- In PPC, one you pay the money you have a guarantee that your page will be viewed. Even if no one clicks on your ad, it is a surety that your ad has been noticed.
- You can bid on specific keywords associated with a particular geo-demographic area so that within a particular region you are famous.
- You will see that the Return on Investment in PPC’s is much quicker than in SEO. You don’t need to dedicate much time
- Another great advantage of PPC is that it is a guarantee that your page will be first in Google’s search results for the particular query. Unlike, SEO in which you have no control virtually.
- PPC is costly. There are lots of bidders out there and if you want to win you need to bid the highest amount which usually will cost you a lot of money, So if you’re a person with a fixed budget you will have to think twice.
- Even when people have clicked your ad, it is not necessary that they will buy or avail your services. So you have to pay every time someone clicks on your advertisement.
- Once you stop funding your PPC advertisement, it will disappear from the face of this Earth like it was never there in the first place.
- One major disadvantage of PPC is that your competitors may play dirty and keep on clicking on your ad until your budget or quote ends and your funds are depleted.
Tips for your PPC Campaign:
If you want to have the best and the most effective PPC campaign for your business, the following tips will aid you immensely in your quest for a successful business.
Always use proper text for word and make a list of PPC keywords that make your link relevant.
Improve the Quality Score by improving the quality of content on your website and make sure it is relevant. A high QS will get you more clicks at a cheaper cost.
By using negative keywords, you will be able to control where your ad should and should not appear so as to reduce the chances of getting irrelevant clicks.
Keep an eye on your ROI:
Strictly monitors your return on investments by seeing that which click is generating the highest revenue for you. This can be done by linking your account with Google Analytics, which will keep a track of everything for you.
Place your ads in your geographic relevant area where most of your customers come from. If you’re providing services to Pakistan, there is no need to focus your PPC campaign on American search result.
Both PPC and SEO cater to different people and businesses and are good for them in their way. SEO is suitable for people who are patient and operate on a limited budget. Whereas, PPC is for people who have no issues regarding their budget and want a quick return on their investment. For an effective online marketing campaign, it is recommended to use the technique that fits best with your attitude and personality.
In the end, I would conclude by saying that in the battle of PPC vs. SEO, both are winners as both have them have proved to be successful and have resulted in many successful businesses and ventures that have contributed to the welfare of the society as a whole.