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SEO vs. PPC - Which marketing strategy is best for your business?

September 12, 2019

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Photo of a laptop with SEO and computer with PPC

In the digital marketing world, it is vital to understand which marketing strategy will produce the best results for your business.

Two options are Search engine optimization (SEO) or pay-per-click advertising (PPC).

There are several marketing strategies to choose from, but these two are the most significant. There are varying opinions about which strategy is better, but at Capitol Tech Solutions, we want to focus on helping you determine which option is best for the success of your particular business.

SEO and PPC have great digital marketing results through search engines like Google. Both are successful when implemented correctly but depending on your business, objectives, and marketplace, one might produce better results.

In order to determine whether SEO, PPC, or a combination of both is the best approach for your business, you need first to understand what they are and their value.

Continue reading to learn more about Search Engine Optimization, Pay-per-click advertising, and how to determine which is best for your business.

What is Search Engine Optimization (SEO)?

Search Engine Optimization or SEO is the process of optimizing website pages to get organic or natural traffic from search engines. With the right keywords, search engines will push your website to the top of their results page.

Generally, it takes some time to see good SEO results, but once you’ve reached the top, you’ll most likely stay there for months. If you continuously work on maintaining keywords and other optimizing tools, your site can stay at the top of the search results even longer.

People often begin looking for a product or service through search engines. Having a strong presence in search engines ensures that your target audience will find your business. The success of your business depends on that traffic. Most people who search in search engines click on the organic listings over PPC listings because organic results create a sense of trust for the user.

The best part of SEO is that it doesn’t cost money. If you have the expertise to do it yourself, it only requires time and patience.

If you don’t have the time and expertise, we’ve got your back! Capitol Tech Solutions has years of SEO experience and a dedicated digital team ready to increase traffic and conversion rates for your website.

Our digital marketing experts would love to share their expertise! Let’s start your journey to the first page of Google’s rankings!

What is Pay-per-click (PPC) advertising?

Pay-per-click advertising or PPC is the process of setting up a campaign where businesses can bid on keywords to drive traffic from search engines. Each time a visitor clicks on the ad, the advertiser must pay the PPC network. The more money you spend, the more traffic you will receive.

A key difference between PPC and SEO is that paid ads appear at the top of the search results page, right before organic results.

With PPC, you get instant results and can have your ads target a specific audience down to their age, income, and location. For example, if you are a local business in Sacramento, you can place ads to only target Sacramento or surrounding areas.

At Capitol Tech Solutions, we want to help you make the most out of PPC and save you money at the same time. We have the experience and knowledge to maximize your PPC dollars and get your site the best results.

Should I use SEO or PPC?

If you have the budget, CTS suggests using both SEO and PPC simultaneously. These two digital marketing options are a power couple, and implementing them together will give you leverage over your competitors.

These two strategies work best when integrated and strategically aligned with one another, making up for a successful Search Engine Optimization (SEM) strategy. Here are the benefits of combining SEO and PPC:

  • Visibility – Utilizing both strategies will give you more exposure on search engine results pages (SERPS). You will have control over organic and paid search results which will give your visitors the impression that you are an established business.
  • Retargeting – When users visit your site organically but didn’t convert to a lead, you can utilize PPC to retarget them. Reminding users of what they were once interested in will increase your conversion rate.
  • More Data – PPC advertising allows you to test the bounce rate and conversion rate of organic keywords. This way, you can refine your organic keyword strategy to produce better results.
  • Damage control – If there is something negative about your business online, you can combine the efforts of PPC and SEO to steer your visitors in the direction you want and push the negative away.

Our Digital Marketing Team partners with you to achieve your unique business goals! Contacts us!

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