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Digital Marketing

SEO vs. PPC: Which is Better?

By Digital Agency, Digital Marketing, Google AdWords, Internet Marketing Service, Pay Per Click Marketing

Every business needs traffic to survive. Whether you’re a brick and mortar business or an online E-commerce business, traffic is the lifeblood of a website and unless your plan for the website is to simply serve as a brochure for people who already know about your business, you’re going to need a consistent flow of incoming traffic to get new leads.

The question is, what kind of traffic is most suitable (and affordable) for your business? Without knowing which one you should invest your time and energy towards, you’re going to be spinning in circles.

SEO vs. PPCLet’s look at your options:

  1. Organic Traffic
    – Search Engine Optimization
    – Content Marketing
  2. Paid Traffic
    Google AdWords
    – Social Media Advertising (Facebook Ads, LinkedIn ads etc)

Organic Traffic – SEO

Advantages

  • Long-term & Sustainable. Once you’re ranked, you don’t pay for every Click.
  • Builds on itself. In other words, the more you rank, the more you’re going to rank (think compound interest)
  • Works well in conjunction with Content Marketing. As your website gains more authority with more links, Google starts trusting it more. And when Google trusts your website, the blog articles you publish have better chances of getting ranked for their respective keywords, thus generating even more traffic.

Disadvantages

  • Requires patience. It can take 4-6 months to start getting results from SEO, if not more.
  • Requires upfront investment.
  • Difficult to find an SEO agency that can actually rank websites and stay up to date with Google’s changing algorithms.

Suitability Criteria

SEO is not suitable for all businesses! Most SEO companies won’t tell you this and if you ask, “Will it work for me if I do (insert literally any profession here)?” the answer is always invariably “Yes”.
In reality, however, there are certain criteria that can indicate whether an SEO campaign is going to be an ROI positive investment for you. So if you’re not sure if you should be investing in SEO, ask yourself:

  • Is there a sizeable audience looking for your services online? In other words, do your main keywords have decent search volumes?
  • Is the first page littered with extremely large websites? If yes, do you have the budget to go after those keywords?
  • Are you financially in a position to invest potentially several thousands of dollars for months before you see an ROI?

If you’re not sure where your website stands in terms of SEO right now, use our free SEO audit tool to get an instant website analysis and comprehensive checklist delivered to your inbox!

Paid Traffic – PPC

Advantages

  • Instant results. If you set up your Ads properly and they are well optimized, you can start getting clicks (and hopefully, calls) within days!
  • You “pay per click” which means you don’t pay unless someone has clicked over to your website.
  • Google Ads can provide highly targeted traffic if they are set up properly.
  • Multiple platforms at your disposal. While SEO brings you targeted traffic from search engines like Google and Bing, paid traffic allows you to get your business visible on Facebook, LinkedIn & other social media websites that would otherwise have very little organic reach.

Disadvantages

  • Bucket with a hole. The minute you stop paying Google, your traffic ceases.
  • Unlike SEO, your Clicks from today don’t help you build a reputation or “trust” with Google that could help you tomorrow.
  • Bidding system. Google AdWords’ pricing works on a bidding system, which means if you’re in a competitive industry, your “cost per click” might keep increasing as your competitors bid higher than your bids. Your cost per click would also vary depending on your PPC management skills.
  • Pattern Interrupt Marketing: If you’re advertising on social media websites, realize that people aren’t there to shop for products or services. However, if your Ad is good enough to engage them and your product gets their attention, it could work, especially if it is an impulse purchase.
    Service-based businesses or consultants are at a large disadvantage with this approach. In other words, if the purchase of your product or service requires more than a couple of minutes of thought to reach a decision, social media Ads may not be ideal for your business.

Suitability Criteria

PPC can be a valuable lead-generating asset for a business IF you understand what you’re getting yourself into. Here’s what you need to know before investing in paid traffic:

  • You’re never going to stop paying for clicks.
  • The amount you pay for every click will vary depending on how much your competitors are bidding and how well your Ads are performing.
  • You will need to hire a PPC expert to set up and manage your Ad campaigns. AdWords Express was Google’s attempt at streamlining the process but all it really does is burn through your budget by showing your Ads to people way outside your target demographic.
  • Making PPC work for you is not as simple as setting up the Ad campaigns. It involves a lot of tweaking and split testing.

Conclusion

Organic and paid traffic both have their place. SEO and PPC can, in fact, work very well together. Technically, you can occupy a top organic spot AND an Ad spot, thus having more of the real estate on the first page and capturing more traffic.

Additionally, there are some keywords that may just not be worth going after organically but can get you Paid clicks and some additional traffic. These are keywords that may not have huge search volume (number of people searching that keyword per month) but for whatever reason, they are difficult to rank for due to the websites on the first page. In this case, considering the balance of difficulty and search volume, PPC becomes a great alternative.

So while one is not better than the other, if you only have the budget to invest in one, it depends on how fast you want the results. If you need results and sales yesterday (and you have the budget), PPC is the way to go. If you want to build a long-term stream of traffic that can build your business’ reputation and trust online, SEO is for you.

 

A.P. Web Solutions provides Adwords management and digital marketing services for local businesses to generate leads and phone calls through Google.

A.P. Web Solutions
5.0
Based on 40 reviews
powered by Google
Dave Collins
Dave Collins
22:50 02 Apr 20
The team at AP Web Solutions have done what other SEO companies could never achieve for us...Genuine Page One SEO Results for our business. We came to the team after false starts at 3 well established SEO firms looking for help and were a bit unsure if they could get us onto page one, but in a matter of months, we're on page one for almost all of our keywords. I can't recommend Abrar and the team highly enough. Delightful to deal with and exceptional results - a rare combination!Dave CollinsDirectorANGRYchair Video Productions
Perry Henderson
Perry Henderson
22:33 03 Aug 19
After working in the digital marketing space for 6 years, I've had the opportunity to work with a lot of different marketing specialists. Abrar and the team at A. P. Web Solutions are amongst the very best I have come across. As a current client, I have never been more impressed with a supplier... from customer service to performance my experience has been world class.Thank you so much for everything to date and I look forward to a bright future working together with you and your team.Perry Henderson - Director, Missing Link Social Media.
Brad Volling
Brad Volling
03:19 02 Aug 19
Abrar & his team took over our account at our request a few months ago. They have demonstrated total professionalism & expertise in re-engineering our Adwords Campaigns & the results have been virtually instant. Their recommendations have delivered immediate & significant growth in sales inquiries. It is a pleasure to work with them & I can highly recommend AP Web Solutions to any business seeking a web marketing presence.Brad V, Creative Director, Permit Plans Studio
James McLoughlin
James McLoughlin
03:05 31 Jul 19
Abrar performed an SEO audit and one day training session for the organisation I work for. We implemented many of his priorities, through significant effort, and our Organic Users increased by 700%.Abrar is sincere, well priced and incredibly knowledgeable. Highly recommend.
Christian Pegrum
Christian Pegrum
03:40 28 Jun 19
We have been using AP Web Solutions for 3 months now after using 2 prior SEO & Adwords companies, 1 of which was a huge Digital Agency. I can say that Abrar and his team have delivered significant improvements to our business already with quality lead generation in key focus areas. It's great to finally find a Digital Solutions agency where you feel like you are more than just a number, you are a valued customer and AP Web Solution listen with a view of delivering the results you are looking for.Christian Pegrum - Director of Climatise Pty Ltd & BGAPS Pty Ltd
Emma Truong
Emma Truong
00:14 04 Jun 19
Rylock windows & doors has been working with A.P. Web Solutions for 1 year and we've experienced strong, positive increases in our web rankings across various keywords. They have followed a methodical procedure to support us in our SEO strategy to date and we soon plan to increase our scope with them to include PPC and Remarketing. I highly recommend the team at A.P Web Solutions, they are a strong, results driven business partner.
Julia Landberg
Julia Landberg
05:30 27 May 19
Great people at A.P. Web Solutions! They have taken us to the top spots on Google and made sure we stay there. Not only do they deliver what is promised, but also communicate the statistics in a clear way with us so we know how to move forward and make the most out of our SEO and ads. We have seen an increase in traffic and enquirers about classes, and most of our clients have found us via Google. Being an acting institution in Melbourne with lots of competition, it's important for us to be found easily. A.P Web Solutions has definitely help us with this! Julia from Acting Performance Studio
Kate James
Kate James
03:24 20 May 19
AP Web Solutions were incredibly helpful in resolving some of our SEO questions. The services was prompt and professional and they are great communicators. Highly recommended.
Stuart Cooke
Stuart Cooke
02:49 17 May 19
It's great to finally find an expert in the online space (SEO, Google Adwords, PPC) that actually deliver. Abrar and his team at A.P. Web Solutions are an asset to our business and provide us with the confidence to grow in the online space.Stuart CookeManaging Director180 Nutrition
Sancss Australia
Sancss Australia
11:03 16 May 19
We can't recommend the team from A.P. Web Solutions highly enough. They have gone far and above our expectations delivering amazing service and even better results.
Kylie - Ann Kobelt
Kylie - Ann Kobelt
10:10 16 May 19
There’s SEO people then there is AP Solutions. Taking the time to be the difference for your website. ( I have had a few different groups) certainly deserving of my review. In fact my pleasure.
Aaron Major
Aaron Major
08:38 16 May 19
I approached Abrar 7 months ago in relation to setting up Google Adwords and looking after our SEO. The results we are seeing so far are nothing short of amazing. We had barely any website traffic with little to no phone enquiries, maybe 2-3 a month. It's now rare for us to go a day without receiving 2-3 website and phone enquiries. Can't speak highly enough of the service we have received to date! Abrar and his team are an absolute pleasure to deal with. Look forward to seeing what we can achieve over the next 12 months.
Bec McBride
Bec McBride
04:31 13 Apr 18
We have had excellent results from Abrar - we now rank in top 5 of Google for our main keywords and he delivers what is promised. A pleasure to deal with and we highly recommend AP Web Solutions. Thank you Abrar
Daryl Maddern
Daryl Maddern
20:50 26 Mar 18
We have been working with Abrar from A.P. Web Solutions for a few years now. Before we started working with Abrar, we couldn’t get any higher than page three on google. We very quickly moved to page one and these days are consistently in the top three listings. If you want more people seeing your website, I would definitely recommend A.P. Web Solutions for your SEO.
Irwin Hau
Irwin Hau
07:28 09 Feb 18
Abrar and his team have a real upfront SEO approach and give confidence by providing both example results and most importantly real tips that can be applied from the get-go. As a web agency ourselves, we love working with specialists and that's exactly what these guys are, absolute specialists in search engine marketing. Their services for our clients have helped move stagnant keywords to the top, and with the personal contact and care for communication and transparency really makes this SEO agency a real standout. Love the commitment and would be more than happy to recommend for anyone needing more ranking visibility on Google.
Sarah Levesque
Sarah Levesque
14:52 21 Jan 18
Thank you for your help with our website. It has been a great experience and we're finally using the site as more than just a brochure. Just got our first sale ever from the website after 4 years of having it up. Thanks Abrar, will be in touch in the next quarter as we discussed.
Richard Sullivan
Richard Sullivan
06:01 31 Dec 17
We hired Abrar and A.P. Web Solutions to build a very complicated website for us. We needed everything from design to SEO. They were able to handle everything we needed at a very reasonable price. The site is fantastic and we get compliments about it all the time. Our website has brought us more work than we anticipated and I will gladly refer our friends and family to A.P. Web Solutions. We are completely satisfied with our experience.
Reiseimeiry Fleiyd
Reiseimeiry Fleiyd
16:41 14 Sep 17
We have been working with this company for nearly a year now and are very satisfied with their search engine optimization. We have had in house SEO specialists in the past but could never get to the top in our industry and decided to go with a company that is ranking for SEO in Melbourne. We have finally been able to reduce our paid advertising expenses as a result of the work they have done with our rankings.
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