So you have yourself a website. Great! But how do you get people to visit your website? You have two basic options: Search Engine Optimisation (or SEO) and Pay-Per-Click (or PPC).
What is Search Engine Optimisation?
SEO is the process of getting your site further up the rankings by taking Google’s algorithm into account: pages need to load fast, strategic use of keywords is essential and your website needs to be ‘readable’ by web crawlers, which decide how well your site ranks compared to your competitors.
What is Pay-Per-Click?
PPC is a scheme introduced by Google that allows you to effectively jump the queue. If someone searches for the right keyword, they’ll see your site first. Like the name implies, you only have to pay for Pay-Per-Click if a user clicks on the ad.
What Are The Benefits and Drawbacks of Each?
Pay-Per-Click is extremely scalable and flexible in comparison to traditional advertising: you can change your ad or pull it whenever you need to. It places you above your competitors if you play the keyword game right. Compared to SEO, PPC is a relatively stable platform that doesn’t suffer the massive fluctuations in search ranking that comes with changes to Google’s algorithm.
However, Pay-Per-Click still costs money while SEO is more or less free A poorly-run PPC campaign can eat away at your company’s marketing budget like a horde of locusts with little-to-no ROI. It also won’t provide a permanent spot at the top: you still need to alter your PPC ads as competitors join the scheme and Google’s algorithm changes.
Search Engine Optimisation
SEO is, as mentioned above, free. A good organic search ranking indicates not only good SEO, but that your site is trustworthy: this means a lot for savvy internet users who know how dodgy the internet can be sometimes. SEO is pretty much required for long-term success, and it can inform your PPC campaigns through analytics.
However, SEO is a messy uphill struggle for a lot of companies. Getting the right keywords and integrating them into your site text is a delicate art, and you need to change those keywords frequently if you want top-level performance.
So What’s Better?
Neither. SEO and PPC are two sides of the same coin. They feed into each other and won’t work well by themselves. An ideal search ranking strategy would use both, informed by analytics. Are you having trouble with your SEO or PPC campaigns, or want an experienced team to handle it for you? Look no further than Chetaru!