Search engine optimization and pay per click advertising can both be significantly profitable investments for an online business.
If you’re outsourcing a campaign to a third party, it is important to discuss your expectations of them before signing any sort of agreement.
Although the purpose of both SEO and PPC is to drive more traffic to a website, the expectations of the success that each can bring to a website can vary wildly.
Some business sectors may be more suited to investing heavily in an SEO campaign rather than PPC, whereas having a quality pay per click advertising campaign may be more beneficial for others.
Search Engine Optimization
Search engine optimization aims to bring more traffic to a website by increasing its ranking within organic search results. Search engine optimization often involves techniques requiring both off-site SEO and on-site SEO and require more time than Pay Per Click Advertising. Off-site SEO requires spending time building links back to your site, either by forum posting, blog commenting, or article writing, to name a few methods. Whereas on-site search engine optimization involves keyword research and strategically crafting your posts to include keywords and also some coding to optimize your website.
The techniques involved to achieve results are often time consuming and it may take at least a few months before any improvements are spotted.
Because of the complicated nature of Google’s search algorithm, SEO professionals are unable to guarantee any results and it is certainly unrealistic to expect instant success.
However, website owners can benefit massively from having their domain rank highly for a number of keywords within Google and other search engines.
Pay Per Click Advertising
Pay per click advertising is the process of placing adverts within Google’s search engine pages and various other websites. As well as the fee for PPC management, online businesses will have to pay a fee to the host for every click the advert receives.
Online businesses are willing to pay these fees because clicks on PPC ads have been proved to lead to higher conversion rates. These adverts are also featured in more prominent areas of SERPs and are therefore high drivers of traffic.
PPC adverts appear immediately so they are great for business owners who are looking to make immediate profit.
Because pay per click advertising software is able to measure the success of each type of advert, third parties dealing with PPC are genuinely more accountable for the success of their advertising campaigns.
However, in pay per click advertising, the webmaster is ultimately trading money for traffic. If your traffic turns out to be low converting, then you will be spending a lot of money with low results. The other point to keep in mind is that high converting keywords often cost more, so it’s important to keep this balance in mind when using pay per click advertising.
Business owners should bare these facts in mind before deciding which form of onlinemarketing is most suitable for them.