have to make sure it gets seen by your target.When it comes to internet marketing, there are two methods leading the race: Search Engine Optimization (SEO) and Pay-Per-Click advertising (PPC).
When considering which advertising method is best for your local business, it is important to weigh down the pros and cons of the two and narrow down
your option to the one that yields long-term results without the lofty cost.According to a research conducted by GroupM UK and Nielsen, a whopping 94% of search engine users find information, products and services via organic results
offered by search engines. Interestingly, only a meagre 6% click on PPC campaigns.
PPC or Pay-Per-Click Advertising
Pay-per-click advertising is a method of advertising where businesses shell out money for an advertising space hosted by a separate entity. One example is
Google PPC. In PPC, the business owner funds the campaign. When someone clicks on the advertising banner, the funds get depleted.
PPC requires constant replenishment of funds in order for your advertising banner to be shown to your target market. It does offer efficacy because PPC
campaigns run on keywords.
The PPC company uses the search engine user’s previously used search words to accurately show the campaigns that will be flashed on the banners. For
instance, if you have previously searched for baby clothes, you will notice that most of the Google advertisements on the websites you visit show mostly
shops selling baby clothes.
But because it is an advertising space, it has some limitations.
It’s not an organic search which means you have lower chances of converting. There is no guarantee that the people seeing your banner will be interested
enough to click on the link. Like what was mentioned above, only a meagre 6% of search engine users are targeted by this campaign.
Furthermore, PPC campaigns are expensive. You need to continuously fund your campaigns in order for it to wo
SEO or Search Engine Optimization
Search Engine Optimization is a process where you make your online business more visible in search engine results. The process usually involves three
levels – the technical, the on-site optimization and the off-site optimization.
The technical aspect of optimization makes sure that your website’s layout and syntaxes adhere to the rules set by search engine giants.
On-site optimization takes advantage of target keywords and html tags in order for your site’s content to be easily indexed by search engines. Off-site
optimization involves building links. You collaborate with other websites and leave your link to increase your site ranking.
One of the major advantages of SEO is its organic results. You generally don’t need to do much convincing because the people checking out your site
are there of their own volition. They are the ones that initiate the search first so it’s easier to convert traffic into sales. You don’t go about
looking for traffic because traffic comes to you.
And as mentioned earlier, SEO allows you to tap into 94% of organic traffic. Because your site is more visible to people, you have better chances of
reaching your target market. This leads to higher sales and conversion rate.
Many business owners undertake SEO by themselves, learning the process through online searches. But since SEO is a three-level system, it requires
technical skills. The results also do not show overnight. You need to continuously work on your website, employing SEO strategies as you progress in
order to solidify your status in searches.
What many business owners do is delegate this part to SEO companies who have the expertise to really produce results. Using an SEO company to do all the
SEO work for you can really reduce your work load and your business’ risks. You make an investment but reap the rewards for a longer period of time.
SEO versus PPC – Which Should You Choose?
It’s quite obvious which online marketing strategy is the most feasible. SEO, although a more complex process, offers better benefits. This is also
highly recommended to business owners with very low capital who can’t afford fluctuating advertisement funding. With SEO you make an initial investment,
and then a fixed monthly payment.
Business owners also have no choice but to incorporate SEO in their online business. With Google changing their algorithm to favor websites that are
optimized, you definitely don’t want to be left behind or get on the bad side of this search engine giant.