SEO & PPC – Benefits, Drawbacks, and An Integrated Approach

SEO or PPC? It’s always a difficult choice to make for marketers. The former can guarantee you long-term results, whereas the latter can help you increase your visibility. They both have benefits and disadvantages. However, have you thought of using them together?

Keep reading to find out the benefits and disadvantages of PPC and SEO, and benefits of using PPC and SEO together.

SEO

Benefits

1. Increases Click-Through Rate – When compared to paid ads, organic results will help you get more clicks. When your website is placed in the top position of search engine results there are higher chances for you to generate a high click-through rate.
2. Generate High-Quality Traffic – SEO strategies help you generate high-quality organic traffic to your website. This may result in an increase in the awareness of your brand among your target audience. It may even convince them to make a purchase, helping you to drive your sales.

Disadvantage

If you want immediate results, then SEO strategies may not be the right choice for you. Also, SEO changes because the search algorithms are updated on a regular basis. So, it becomes difficult to keep pace with the changes.

PPC

Benefits

1. Targeting – When compared to SEO, PPC strategies help you reach your target audience easily. That’s because PPC helps you to improve your target. You can target your audience based on their geography, time of the day, language, day of the week, past history, and devices used.
2. Speed – SEO strategies take a lot of time to show results. But with PPC, it only takes a few weeks to show results. In fact, PPC is one of the most effective and fastest ways of getting the attention of your target audience.

Disadvantage

PPC strategies are not cost-effective. Also, the moment you stop investing in your ads, your traffic will dry up. It demands constant investment. So, it’s difficult for small businesses or startups to successfully implement PPC strategies.

Integrate PPC and SEO

You can achieve a lot more for your business when you combine SEO and PPC. Here are some of the advantages of using PPC and SEO together:

• You can leverage the data of conversion rates and keywords generated from PPC in your SEO strategies.
• You can generate traffic through both paid ads and SEO and drive double the amount of traffic to your website.
• To avoid spending too much, you can transfer the high-cost keywords to organic search.

Make sure to check out this infographic by SpyFu to learn more about SEO and PPC.