So today, we will get to the bottom of “Who is better?”
SEO Or PPC?
It, still, remains an enigmatic question without a straight answer; it can never be answered without considering the unique situation of a given brand.
- A hyper-local business with little competition and a requirement for just a few leads per week could likely develop good visibility in the local and organic search results with a little spend or some DIY SEO.
- A microloan provider that is competing with a page of results from large banks, financial institutions and other loan providers is likely going to struggle in organic search (in the short term, at least).
- A large brand trying to win back market share for its product may get some quick wins with PPC however may not be able to sustain it once the paid campaign is stopped.
Do you want leads now? Are you considering the long game? Are your website multiple devices friendly? What is the competition like in organic search? What is the cost per click in paid search? What is your brand’s goal from the campaign?
A clear digital marketing strategy and clear short- and long-term goals are essential in making an SEO or PPC decision here.
SEO And PPC
In Utopia, I would look at both SEO and PPC. They, both, have pluses and minuses and peak performance is when they are supporting each other synergistically.
The sum of parts is greater than the whole
- Keyword and conversion data from PPC can be supplied to organic search (SEO).
- The aggregate quantity of traffic can be increased by targeting clicks in paid and organic for high-performing keywords.
- Organic search can provide air-cover for high-cost keywords, high-volume or low-converting (yet still important) keywords.
- A/B testing of content with creatives can be supplied to the organic listing and landing pages.
- Retargeting allows the brand to remain visible for visitors after the initial touchpoint of organic search and customise messaging depending on their engagement with the brand’s website.
- Test keyword strategy in PPC before committing to long-term SEO strategies.
- Target customers at every stage of their journey – research to comparison to buying with commercial keywords.
- Boost confidence and awareness by utilising both strong organic and paid visibility.
In my experience with numerous brands, a unified search strategy that utilises both SEO and PPC is the most advantageous strategy. Results are better in each channel by utilising both paid and organic. This approach will need customisation for every business, where a marketer can develop a holistic search engine strategy for high-growth aggressive marketing.