SEO vs. PPC: Which Should You Use?
Are you troubled to decide if you must invest in SEO or PPC? You’re in the right place. The real answer: it depends. Neither is better or worse than the other. Both are legitimate sources of traffic. That said, there are some situations where one channel may make more sense.
Here are a few:
1. You have an innovative product
To get organic traffic, you’ll get to target topics that people are already searching out for. But if you’re building a disruptive company with an innovative product, it is likely that no one is looking for it.
Think back to the famous quip by Henry Ford, “If I had asked people what they wanted, they would have said faster horses.” If Google had existed back then, people would be searching for “how can I make my horse run faster”, rather than “car.”
No one would have searched for “ride-hailing” before Uber was formed in 2009.
In this scenario, it might be great for you to leverage social media PPC to make awareness for your product or service.
2. You’re gearing up for a launch / you have a one-time offer
Are you preparing for promoting a one-time event? SEO might not be the right strategy.
SEO will take time. Your event might be over before you even start ranking.
In this case, you would possibly need to consider using PPC or alternatives channels like influencer marketing.
3. You’re trying to promote commercial content
Generally speaking, people don’t wish to link to business content like landing pages.
To rank one in organic search, you’ll get to think about using strategies
If you need results quickly, then consider using PPC as you can drive traffic directly to a landing page.
4. You’re building a site with the intention to sell
If you wish to sell your site, you should “manipulate” the multiple in your favor.
How? Using SEO.
Buyers love SEO because you don’t need to monitor the campaign actively. Once you rank in Google for your required keywords, it usually takes less work to manage compared to PPC.
Ranking within the first place means that more and more people link to you naturally over time. And because links correlate with rankings, your rankings stay in place.
With PPC, ad blindness(Visual impairment) and scale effects are present. You have to perpetually manage and refresh your campaigns in order that they don’t break or go stale. Plus, if the ads stop working, the business may probably die overnight.
Not a good sign for buyers.
Thus, if you’re into the website flipping business, it might be better for you to focus on SEO.
Just Imagine that SEO is an apple and PPC is an orange. Can you say an apple is better than an orange, and vice versa?
Both are fruits. Both provide vitamins. And both are vastly different.
If you want a complete diet, you should have them both.
After all, you should be taking advantage of and leveraging all marketing channels that work for your business.