Blog

Search engine marketing has become an important channel of marketing for websites. Websites are made or finished on the basis of search engine marketing. Search Engine Optimization (SEO) and Pay Per click (PPC) are two of the most common types of marketing methods over search engines. Both of them have their own advantages and disadvantages. There are many factors or parameters depending upon which a marketing strategy is chosen. Further, it can be very confusing to choose between SEO and PPC. In this post I will be analysing the concept of SEO VS PPC and the best option for you to choose depending upon certain personal factors and also a brief analysis of both the concepts.

ANALYSING PPC

Pay per click is a paid form of advertising over search engines. Simplistically speaking by using PPC the advertising website or the advertiser pays to showcase his ads on the various search engines. Every time a qualifying click is made, THE WEBSITE PAYS THE PARTICULAR SEARCH ENGINE.  PPC advertising is very useful in terms of user reach however can be financially draining for the company. The concept of PPC is extremely vast however Adwords or Google Ads is one of the most popular concept with respect to PPC. Adwords is created by the search engine Google  in order to help businesses and organisations to create and display their ads. With the help of Adwords, advertisers can create single or multiple ads which can be location specific and also platform specific, this helps the advertisers to be extremely audience specific while advertising. Today, adwords has helped not only big sucessful businesses but also small growning business gain exposure.

ANALYSING SEO

Search Engine Optimization also known as organic search marketing is another way of marketing your website and the various goods and services on it. The main advantage of SEO is that it is an unpaid form of advertising and can be done by the company itself. However , many times companies higher SEO professional companies in order to improve their rankings over the various search engines. Simply put , SEO  is a PR Tool , with the help of which one can increase their web page rankings on various search engines over the internet.

THE RIGHT CHOICE FOR YOU …

Both SEO and PPC are the most ideal ways of marketing your website over the search engines and providing it with a maximum outreach. However, many company owners who want to promote their website and increase its rankings over the internet and many digital marketers also fall in a loophole of confusion when deciding the right method of marketing. It would be useful to consider the following parameters when deciding the right strategy for your company; these parameters can be seen as a checklist and might not be the only parameters to be considered while making a decision.

    BUDGET

The budget of a company is the make or break deal while choosing between SEO AND PPC.  PPC is a paid form of advertising whereas SEO is an economical form. It is advisable for a company to first decide the appropriate budget to spend on the marketing of the company. If the budget of a company is pretty lavish, then it is advisable for them to choose PPC as a marketing tool. Since PPC is pay per click, every single click a user makes on the search engine for the website, the company has to pay for the click irrespective of actual sale. This can turn out to be extremely expensive if the company is targeting for a world-wide or geographically wide audience. SEO can be an economical option for companies with a limited budget. When SEO professionals or SEO companies are hired for handling the SEO activities of a company, one needs to spend a certain amount, however majority of times it is lesser than PPC. Hence, for companies with a tight or limited budget SEO is advisable. SEO can be done in house however it is advisable for companies to hire SEO companies for the work as these companies are aware and equipped to tackle the changing algorithms of search engines.

   STABILITY

When it comes to stability between the two options SEO ranks higher. SEO is a continuous and stable process that never stops as compared to PPC which stops the moment a company stops paying for click through rates. However, if the company is getting a good response by using PPC, then they might continue using their budget on it and it can turn out to be a stable and predictable process.

   TIME

TIME is an important factor while considering between SEO and PPC. Both of them take their own time for the results to be shown. However at times, PPC is advisable for immediate results as compared to SEO.  If a company is looking for long term investment it is advisable for them to invest in SEO, as SEO is advisable for long term investment and results, however, if company wants immediate results and immediate sales and rise, then it is advisable for them to invest in PPC as PPC is the best for short term investment and short term results.

  TECHNICAL ASPECTS

There are many technical aspects based on which SEO or PPC can be chosen, like speed, design responsiveness loading measures etc. PPC is usually faster than SEO in terms of loading results or design responsiveness, further SEO has to pay attention to the various algorithmic changes taking place within search engines something which PPC is free of.

    WEB TRAFFIC

Many studies published over the year stated that SEO generates around 64 present of the web traffic compared to paid searches which generate only 6 present of web traffic. Hence,  if statistics are to be followed then SEO would be a better option, however if a company is already highly invested in SEO for generating their web traffic and want to use new methods of improving it , then it is advisable for them to choose PPC.

YOUR IDEAL OPTION …

Advisably, an ideal option for a company would be to have a marketing strategy which includes a mix of both SEO and PPC. In the Initial stages of company development, it is advisable for a company to adapt to PPC as it promotes them in a higher manner, however, afterwards it is advisable to opt for SEO as it will be better in long term gains and provides higher returns of investment. A company should have a highly situational perspective while choosing between the two. They have to check their own credibility, their target audience and their market outreach, it is very important to notice that both the options are extremely good and advisable their mode of choice only depends on the company’s needs and goals.

In my next post I will be discussing about the various web design trends to watch out for in 2019.

ABOUT THE BLOGGER

Kamakshi Ray is a 21 year Sociology student who is currently in her final year of graduation. She is an avid reader and an extremely passionate writer. Currently, She is working as a social media intern for Infozzle Software solutions where she writes about various topics related to SEO, Web Design,  E-commerce, etc. and manages the company’s social media profile on Linkedin and Facebook.