The Benefits of Organic SEO vs. PPC
Everything that you do has an impact on your website. Depending on the steps you implement, where you invest, and how you decide to broadcast information, organic SEO and pay-per-click (PPC) both have their perks. Many businesses, regardless of their size, tend to use both, but for someone, one or the other is a good choice. Both SEO and PPC play a part in Search Engine Marketing (SEM), meaning that they both have benefits.
Let’s learn about the benefits of organic SEO and PPC as well as some major differences between the two:
SEO vs. PPC: Weighing the Differences
The first main difference between organic SEO and pay-per-click advertising is where a website will appear in the SERPs. One search on Google can show you that PPC ads are placed at the very top of the results page, while organic results are in the middle and the bottom.
The position of a website depends on the keywords being targeted, the keywords used in the ad copy, your landing page content, and much more. However, a PPC advertisement or a paid position is always going to end up at the top.
Traffic from organic searches is free, for the most part. SEO does take time and money; if you want to gain recognition faster, you need to put some money towards getting found, raising brand awareness, and driving relevant traffic to the website. However, organic SEO does have a better ROI than PPC, because not all paid media campaigns work.
On the other hand, the cost of PPC generally reflects the quality of the campaign. Business of all sizes can benefit from running a paid advertisement campaign and generating hundreds of leads without setting themselves bank financially. If the leads generated eventually convert, you might wind up making double what you spent on the PPC campaign.
When it comes to getting seen, paid search advertisements are the way to go. The visibility brought to you by PPC is only people you target and who you want to be known by. On the other hand, keyword searches and those who find you through queries means gaining organic recognition. Your name becomes trusted, and you eventually become seen as an authority in any given topic.
If your ads are targeted well and optimized, PPC is more likely than organic searches to convert a visitor. The reason being is that visitors from organic searches might be on your site for a keyword or content that doesn’t 100% match their needs. Meanwhile, someone who comes to your site from a PPC campaign is there because they are 100% interested in your content and/or products.
SEO is the star in giving your site credibility and trust. Ads don’t buy trust. Organic results and great content do. Moreover, having strong reviews, high authority, and a website with decent UX is going to trump PPC when it comes gaining trust among the masses.
Running SEO and PPC Together
Now that you see how SEO and PPC can affect your website, reputation, and visibility, it’s obvious that ideally, you want to work with both. SEO and PPC have pros and cons, but in the end, these strengths and weaknesses complement one another. Here’s the benefits of running both simultaneously:
- Organic searches (SEO) can be bolstered by the keyword and conversion data from PPC
- Traffic can be increased by targeting the clicks in both paid and organic keywords
- Keywords can be moved between organic search and PPC
- Organic SEO can be used to test keyword strategies before converting to PPC
- Organic SEO and PPC target consumers on every stage of the purchase funnel, rather than just one section
- SEO and PPC enhance brand awareness and reputation by targeting consumers at various stages of the purchase funnel
Though there are more ways SEO and PPC work hand-in-hand, you should understand now that an ideal SEM strategy uses both. Results can be optimized when you utilize paid and organic means to reach your target audience.