Should You Choose SEO Or PPC Marketing?
By Sameep Shah
One of the questions we might ask when investigating marketing tools is what should I choose when it comes to PPC v SEO. PPC marketing, also known as pay-per-click marketing, is a tool that many companies use to make their websites more seen on search engines. By setting up an account and writing relevant ads, websites are more easily found and displayed in the “sponsored results” section, usually at the top or on the right side of the search engine page. You can create a PPC campaign with many popular search engines, including Yahoo and Google. Depending on your choices, there will be rules that you need to know, including words that can and can”t be used, how long the ads can be, and other content rules to keep a uniform and fair space in the PPC domain.
SEO marketing, on the other hand, focuses on the actual results of search engines, and getting your page to show up in those results. Also known as Search Engine Optimization, this is the process of writing your website content around a particular keyword or phrase so that when people conduct a search, your site is found. For example, if you”re working with a lawyer site, you would focus on a specific keyword, such as “tax lawyer” and not “find a lawyer for taxes help”. By knowing how people search and what common search terms are used, you can determine the best keywords for your needs.
You can”t really put these two marketing tools against each other and say it is PPC v SEO. You can use one without the other, but the best marketing strategies include the use of both. If you are truly seeking success in a marketing plan, you need to create your site to be SEO-friendly, while also setting up a good PPC marketing campaign with one or more search engines. Why would you limit yourself to one or the other? Sure, PPC ads might be better because they are short, quick ads that catch people’’s attention. However, SEO might be better for those who bypass the ads on the page and prefer scrolling through the search results. Better still is the option of using both, to ensure that you catch the attention of the largest possible number of people.
The choice of PPC v SEO is a decision that you will have to make, once you”ve gathered information about both, depending on which best suits your website’’s particular needs. The best decision will always be to try to use both of them and continue to improve them.
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