A Comparative Look On SEO V PPC Advertising

Two major web marketing strategies most commonly used in the internet business are Search Engine Optimization (SEO) and Pay-Per-Click (PPC) Advertsing. Which is the better option to increase traffic to your website and thereby generate greater sales?

What is SEO?

Search Engine Optimization (SEO) is a process employed by webmasters and web developers to increase the number of visitors to a particular website. This is achieved through a skilled method of providing a higher ranking in the search results of a specific search engine. It follows that the higher ranking a website has in the results of a search, the more browsers will visit the website. SEO restructures the Hypertext Markup Language (HTML) content on a certain web page to make it more visible and relevant to search engines. It involves a thorough rewriting of content and code plus using relevant keywords to emphasize the vital business goals. This is essential since the search engine will look for important elements in the website before it will be given a high search ranking.  View SEO Services.

What is PPC?

Pay-Per-Click is an advertising option which employs buying website traffic from a particular search engine. This is a form of website advertisement wherein website administrators pay the agreed amount based on the number of times the website is selected or clicked from a list of search results. The advertisers only pay for users that click on the list and visit the website, thereby, generating hit to the site. PPC is ideal to generate instant hits on the website without the concern of SEO. Nevertheless, if not properly managed, PPC may be costly and may not provide efficient results.  View PPC Services.

Which is better, SEO or PPC?

Using SEO along with PPC is a great option to create greater traffic to your website. Employing both will maximize the SEO and PPC advantages while minimizing their disadvantages.

What are the advantages of SEO and PPC?

Search Engine Optimization:



• SEO provides credibility for a particular website. Research has proven that site browsers prefer to visit a site that has earned its ranking rather than those that have paid their ranks.
• SEO is less costly and its rate decreases over time.
• Using search engine’s perspectives in optimizing a particular website usually gains better search results.
• A well optimized website is more likely to appear in a number of search engines without the burden of extra cost.
• A higher rank website will get better and better results with continuous optimizing

Pay-Per-Click Advertising:



• PPC is great for gaining instant visitors to a particular website.
• It ensures a targeted traffic on the specific search terms on search engines.
• You only pay for every hit that your site generates from a search engine.
• It offers a complete control of the keywords to use and their number.
• It provides control over the amount to bid on a specific keyword.
• Offers the advantage of testing new keywords/text copy/bid caps that can be easily employed
• Provides control on the text to be included in the listing.

What are the disadvantages of SEO and PPC?

Search Engine Optimization:



• Aspired results and higher ranking may take months to be realized.
• A continuous process rather than the instant results.
• There is a limit on the number of keywords to use in the optimization process.
• There is a need to modify the website.
• SEO is not advisable for dynamic websites.

Pay-Per-Click Advertising



• Not all search engines accepts PPC advertising.
• There is a lesser percentage of users who click on a PPC listing.
• PPC advertising can be costly over time.
• Internet users may consider an earned rank better than a paid listing.
• Time and effort is needed to run a cost efficient campaign.

Need to know what will work best for your website? Please contact our Web Marketing Specialists or visit our PPC or SEO Services for further information.