SEO (search engine optimisation) and PPC (pay per click) are both methods used to boost your websites traffic. SEO is organic and can improve your ranking on search engines, such as Google, Yahoo and Bing, using SEO best practice. PPC on the other hand is paid advertisements, using programmes such as Google Adwords, where your PPC advert shows on the top or at the side of search engine pages. According to Jupiter Research, 81% of users find their desired destination through a search engine, so it is important to get your website ranking on these. Common questions asked by clients in relation to this are: Is one better than the other? Should I be using SEO, PPC or both? If my website already has great SEO is there a need to have PPC as well?
SEO and PPC go hand in hand, they complement each other. Essentially, you are doubling your chances of someone visiting your website and increasing your conversion rate by using both. SEO is no doubt important and certainly when done right can increase your websites traffic but there are some downsides to relying solely on SEO. It is ever changing due to Google Algorithms. Google Algorithms, such as Mobilegeddon, are changes and updates made by Google that can penalise websites and affect their ranking. (See our blog on Mobilegeddon http://www.boom22.com/mobilegeddon/ for more information). Another disadvantage to relying merely on SEO is that you have little control over it, especially when it comes to a specific promotion with certain keywords and audiences you are trying to target. SEO doesn’t just happen over night, it can take a long time and a lot of work to rank on the top of Google’s search engine and can become very frustrating when your not seeing results from your efforts.
This is where PPC differs. A PPC campaign can be set up, running and have your website rank number 1 in no time. With PPC you have full control over which keywords you want your website to show up for and the target audience you are trying to reach. You can set a daily budget on how much you are willing to spend on each keyword and campaign. You can monitor your PPC through Google Analytics, see where your conversions came from, if your ROI has been positive and adjust accordingly. With PPC you are seeing results faster. The down side to PPC is it costs money and you must allow for it in your marketing budget.
The answer to gaining real success for your website (increasing traffic and conversion rates and seeing a positive ROI) is to maintain both SEO and PPC. An optimised site can increase your traffic over time, while paid advertisement can give you a quicker result. They are both highly beneficial and it shouldn’t be a case of choosing one or the other. According to a study from Google you could increase your clicks by as much as 96% by running both SEO and PPC.
If you have any further queries or need SEO or PPC services for your website, get in touch with us today!
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