Pay Per Click (PPC) or Search Engine Optimization (SEO): Which One Should You Use? (Part II)

We began our discussion about how establishing a strong online presence requires using different online marketing strategies, of which PPC and SEO were the two most commonly used marketing strategies. We discussed the pros and cons of PPC in Part I of this two part blog series, and invite you to check out that post. In this segment, we will take a closer look at the pros and cons of SEO.

Search Engine Optimization (SEO)

SEO refers to the process of increasing the number of visitors to your website by ensuring your site is displayed either at the top or near the top of search results returned by one of the major search engines. Most marketing professionals refer to these search results as “organic,” because they are unpaid, (i.e. “natural”) results in the search engine displays based upon its own search algorithms, indexing, and crawls.

Advantages of SEO

1. Unlimited Potential Return on Investment (ROI) – Organic search results tend to receive a higher number of click-throughs, compared to PPC ads. With higher rankings comes increases exposures for your site, more click-throughs, conversions, and potential revenues with a never ending ROI.

2. Increased Visibility across the Major Search Engines – As your rankings improve, top rankings are often cross-indexed between the major search engines. Not only would be continue to rank high on Google, but also start to be ranked higher on Bing and Yahoo, as well as Ask and AOL.

3. Consistent Credible Exposure – With higher rankings, your site is receiving the best organic exposure possible. Plus, most consumers consider high ranked sites to be more credible than paid ads.

Disadvantages of SEO

1. Search Engine Updates – Anytime a major search engine updates their algorithms or makes other changes, it can hurt your current rankings and require months of new SEO strategies to regain your former rankings. For instance, when Google released the “mobile-friendly” update last April (2016), many top ranked sites, which had not made their websites mobile-device friendly quickly lost their top placements and had to switch strategies to reclaim their prior rankings.

2. Takes Time to Get Results – SEO is not an overnight marketing tool that you can implement and expect to go from page 100 to page 1 of the search results. It takes patience, time, and consistency to achieve the top rankings.

3. Everyone Wants the Top Spot – Other businesses within your industry are also competing to be ranked the number one organic search result.

Just like PPC, there are many different aspects to effective SEO, from having original and unique content on your website pages to incorporating back-linking and cross-platform sharing. This why businesses often turn to SEO marketing experts, like us here at Webryze, for assistance in developing effective strategies.

Still not sure whether PPC or SEO is better for your business? A combination of both strategies can be truly remarkable and deliver exceptional results! It really comes down to your budget and actual objectives. To learn more about SEO and PPC and help developing an effective marketing strategy, contact Webryze at (416) 900-1047 now!