Plenty of small businesses share the same problem of getting found on the internet by the appropriate audience. It doesn’t matter how incredible your business is, if people can’t find you, it won’t be successful.
Two favored search strategies can help resolve this issue; Search Engine Optimization (SEO) and Pay-Per-Click (PPC). So which option is better for your business? Read on for more on these two strategies and what they provide to help you decide which direction to go with. Maybe your business is best suited for SEO, PPC, or both!
Investing in SEO, or search engine optimization, will increase the chances of your target audience finding you when they search for similar things to your business. Building a Google presence is essential for your business to do well.
When increasing your rank in the search results, you increase your chances for visibility and domain authority. Basically, by piling up good content on your website, using the right keywords, publishing your NAP (name, address, and phone number), ext., you have a higher chance of Google thinking your site is relevant and will drive your website link higher in a keyword’s search results page.
PPC, or pay-per-click, is a type of search engine marketing (SEM) where advertisers pay a publisher (such as Google or Facebook) whenever the ad is clicked. This kind of SEM lets advertisers only pay when people connect with the listing. The idea is that you appeal to people who are actually in your offer.
Advertisers will bid on search keywords that are associated with their target audiences. You will notice these at the top of a search results page with an “Ad” marker next to them. The greater the keyword search volume, the more advertisers have to pay.
If a website is struggling to get their website ranked high on search engines organically, PPC can help them keep up and stay relevant in a saturated field by bumping them up to get in front of their audience.
Statistics on SEO vs PPC
- The top 3 paid advertising spots receive 46% of the clicks on the page. According to Power Traffick, the top three links that pop up on a search engine results page occupy nearly half of all traffic for that keyword.
- On average, businesses make $3 in revenue for every $1.60 they spend on AdWords. PPC is a fairly cheap way to explore and there is a strong average ROI for investing in paid search ads.
- PPC Ads can increase recognition by 80%. Even with ad blockers, PPC is still an impressive way to increase your business reach and perception.
- Almost 80% of people ignore paid ads in search results. They tend to favor organic links over the ones that are being advertised. Of the links that people do click on, around 70% are organic, not paid.
- Searching is the number one way traffic is directed to a site, more than social media by more than 300%. An organic search is one of the most efficient marketing channels and is usually a person’s first contact with a business.
- SEO pushes 30% of traffic and 20% of revenue. SEO return of investment collects over time as website owners continue to create good content to build authority and visibility. Continually ranking higher for keywords enhances your chances of conversions over time.
Whichever strategy you decide to use, either SEO or PPC will rely upon the needs, budget, and mission of your business. Generally, people will choose to invest in both at the beginning to identify which strategy will help them progress better.