SEO and PPC are the two most popular digital marketing methods to rank any business and website. However, when it comes to marketing eCommerce websites, many people feel confused about which method to opt for. Both methods are excellent ways to boost your growth and sales. Every company has different needs and unique requirements for its business. The type of marketing they should opt for depends upon various factors such as the type of industry, company’s goals and objectives, market budget, targeted audience, and many other factors. No two companies can ever have the same marketing strategy because something that works for one company might just not work for another. Therefore, it becomes essential first to evaluate the business requirements and then choose the best strategy accordingly.
Many companies stress the importance of both strategies. So, if you are wondering how to balance both the strategies for your business growth, then you are at the right place. However, before heading into how to balance both the strategies, let us first dive into what is SEO and PPC.
Keep reading to learn more about SEO and PPC can do for business growth.
What is SEO?
Search Engine Optimization (SEO) is a digital marketing technique that helps websites generate traffic on their website. SEO is primarily used for optimizing the website for search engines to identify the website’s intent and rank the website on top of the user’s search results. Many different factors affect the ranking of the website on Search engine results. One of the most important factors is ON-page SEO that includes the content on your website. Rich and informative content with target phrases and keywords on the website gives the search engines clear information about your website. As a result, search engines show the relevant information to users. A good SEO strategy provides long-term growth to your business and helps in generating sales.
What is PPC?
PPC refers to Pay-Per-Click advertising. It is a type of marketing campaign where you attract visitors to your website through specific targeted paid advertising. Paid advertising is the first thing a user sees when he searches for some product. PPC is a short-term marketing strategy that provides quick and effective results. However, it requires careful planning to make the campaign successful.
Moreover, it often becomes costly for businesses if you choose to target high-volume keywords. Therefore, it becomes important to do thorough keyword research for targeting your audience. It is also helpful to use professional ad copy to make it more appealing for your audience.
The Core differences between SEO and PPC
Both SEO and PPC are excellent marketing strategies that help in the growth of your business.
While SEO is good for generating long-term organic traffic for your website, it is a time-consuming process. SEO requires consistent efforts and patience for results to see. It can take months for SEO to show effective results. However, if you are looking for a short-term quick traffic generation for your website, you should opt for PPC services. Every business has different needs and requirements, so you should opt for the strategy that works best for you. However, you can also integrate both strategies to get the best results for your business.
Balancing of SEO and PPC
Integration of SEO and PPC in your business is one of the most beneficial strategies that provides businesses the long-term growth of SEO and quick results of PPC. If you are starting your business, you can depend upon PPC to give your business the initial boost it needs, while SEO helps in leveraging the long-term organic growth of the website.
Additionally, integrating PPC ads with SEO services helps in influencing the efforts of SEO. For example, PPC campaigns include detailed research about keywords, ads copy, and customer behavior. This gives much vital information about how to influence the targeted audience. You can leverage the information by implementing it in SEO for generating organic traffic.
Thus, PPC and SEO are two sides of the same coin. While PPC is beneficial for creating a customer base when launching a new product, SEO helps retain the business’s long-term growth. As SEO is a time-consuming process and requires consistent efforts, you can rely upon PPC for a short period until SEO starts showing its results.
When to Use PPC or SEO?
As mentioned earlier, the implementation of SEO and PPC depends upon various factors like the type of industry, needs of business, marketing budget, etc. PPC ads provide quick results for businesses. However, it requires a lot of investment if you are targeting a popular keyword. Moreover, there are some instances where PPC campaigns do not prove to be an effective marketing channel. For example, some regulatory guidelines on some products and services prevent promoting the products to customers.
SEO is one of the most effective ways that provide organic traffic and long-term growth to your business. However, it is a time-consuming process that requires consistent efforts and patience.
Therefore, it is best to balance a joint effort of both SEO and PPC for your marketing campaigns. This will help in eliminating the wastage of time and effort. Moreover, you can balance the efforts of PPC with SEO to get the best results for your business.