Check SEO Optimization
We gave a little update to this popular blog post from 2016 to make sure you are getting the most accurate and up-to-date information possible.
"Should my business be using Pay-Per-Click (PPC) ads or an organic Search Engine Optimization (SEO) strategy?" I get that question all the time. And of course, my answer is, "It depends. What are your goals?
What? You mean it's not a straight "yes" or "no." Of course not. The answer is significantly dependent on what your company goals are. Are you selling a new product or service? Is there a great deal of education involved in purchasing your product or service? Is there a large barrier to entry for your product? Are you well-known in your industry? These are just a few of the questions you need to answer before looking at PPC or SEO.
SEO VS PPC ANALYSIS
SEO is not only about optimizing your website and content to rank higher in organic search results for targeted keywords on the most impactful search engines; it's also about being an authority on the problem at hand and the solution you provide. The major search engines like Google, Yahoo, and Bing look at how people interact with your site, if they come back, and if other sites are linking to your website pages (along with a few hundred other factors).
PPC (Pay Per Click), on the other hand, is all about paying for advertising space for specific targeted keywords on search results pages. But make no mistake, there is a great deal of search engine optimization when creating a paid ad campaign.
Here is a screenshot of a Google search for the phrase "Water Heater Boise". The PPC ads show at the top of the search results page with the yellow tag labeled 'Ad'. Below the top ad space you will see the natural search (SEO) results displayed in the main area of the search results page.
As this screenshot clearly reveals, you can pay for presence on keyword phrases through PPC or you can earn your presence with SEO.
IS ORGANIC SEO BETTER THAN PPC?
Again, it depends. Your long-term web marketing strategy should always include search engine optimization. The major advantage of SEO is that statistically it brings you better quality traffic leads. In fact, many users have subconsciously trained themselves to ignore "paid results" entirely when browsing the web or searching on Google.
There are mountains of data that suggest "Natural Search" visitors to your website are far more likely to trust you, your business, and your products & services. Ranking highly in Google for a keyword or phrase is a clear sign that you are a credible source and that you are an important player in your industry.