Growing your website is often a case of choosing either SEO or PPC to help you get more traffic.
It is not only traffic that you need, however, but also traffic that converts. That is why many webmasters struggle with deciding on whether SEO or PPC is the better choice for them. If this sounds like you, this is what you need to know.
PPC gives you short-term results — Most webmasters tend to spend the most money on PPC (pay per click) campaigns. They are also happy when they start to see results almost immediately in the form of increased traffic.
The problem comes in when they realize, even though they have spent many thousands of dollars on a PPC campaign, as soon as they stop spending the increased traffic goes away.
SEO gives long-term results — An SEO campaign, provided by a company such as NJ SEO for example, usually runs for a longer period of time, and costs much less.
Results-wise, a typical SEO campaign will take longer to bear fruit but, once it does, you will usually see the benefits of it for many months to come. This is why it is such a pity so many webmasters spend most of their money on expensive PPC campaigns that do not usually give them the increased traffic that they want.
SEO vs PPC conversions — In the PPC case, conversions mean how many people click on the initial advertisement and then how many buy a product or service after landing on your site.
In this case, PPC campaigns will often get a good conversion rate but, once the money spent on the PPC campaign stops, the conversions stop with it.
With an SEO campaign, while it can take several months for a webmaster to see increased traffic, the conversion can often be much better. Particularly when you look at the long run.
Conversion, of course, can be either from buying a product or service, or from by clicking on an advertisement on your site and, thus, making you money that way.
SEO enhances your reputation — The goal of SEO is to get your website higher up Google and Bing search results, when someone searches for specific keywords. A PPC campaign does not cause this to happen, which means it will also not drive good quality leads to your site.
Due to your website’s rise, this can often enhance its reputation as it begins to look more like an authority site both to Google and to potential customers.
PPC and click fraud — One of the big drawbacks of a PPC campaign, however, is click fraud. That means people clicking on the advertising you are paying for with no intention of buying anything from your site, but doing it just to cause you to be charged for that ad.
Studies show quite a substantial number of clicks on ads are due to click fraud, which means you could waste hundreds of dollars on ads that will never convert.
Of course, this is never a problem with an SEO campaign as there are not any ads involved.