Organic SEO vs PPC: How to Grow Your Business Online
For small-to-medium businesses, choosing between organic search engine optimisation (SEO) and pay-per-click (PPC) advertising can be a bit of a quandary, especially if you’re new to the subject. As you probably already know, generating leads isn’t always easy, but understanding the ins and outs of the organic SEO vs PPC argument is going to help you out immeasurably.
More often than not, businesses want to know which one of the two offers the best ROI in the long term and short term. If you’re looking for sustained, long-term success, you’re going to get the most out of implementing an organic SEO strategy. However, it doesn’t always make sense to put all of your eggs in one basket as some businesses benefit from a multifaceted approach.
We’ve created this guide to help you get your head around organic SEO vs PPC in 2018. So, take a look now or contact a member of our team if you’d need our expert assistance to establish a lead generation strategy you can count on.
What is organic SEO?
Organic search engine optimisation is a cost-effective way to move your web pages and other online content towards a more favourable position in Google’s (or other search engine) page rankings. There are two different routes people normally take to try and generate leads within SEO: white hat and black hat practices.
White hat SEO refers to good practices that don’t cheat search engine algorithms in order to achieve success. The best way to garner positive results with your SEO strategy is through the use of:
Keywords – Select the most relevant keywords to your business and customers’ needs. By choosing long-tail keywords (3 or more words) you can better set your business apart from competitors in the search results. To get some keyword ideas and check on monthly or annual search amounts, use Google’s Keyword Planner. But, make sure you get your keyword density correct as using too many within your content may constitute keyword stuffing and end in your website being penalised.
Metatags – Metatags act as the snippet you see in search engine results. Make your description relevant to the page in question and include a call-to-action or contact information if possible. Just remember to stay within the character limit and check it from time to time as the limit changes frequently.
Image Alt Tags – Imagine alt tags are important as they describe images on your website. Always fill out your image alt tags accurately, but try to keep the images you add as relevant as possible to your business, products, or customer requirements.
Backlinking – Think of a backlink as a link that points towards your website from another or vice versa. The more backlinks you have pointing in your direction the better your website will appear to Google’s algorithms.
Content – Creating useful, high-quality content is paramount if you’re looking to get the most out of your organic SEO strategy. Focus on crafting impactful, keyword-driven content on topics that offer real value to your customers.
On the other side of the spectrum lies black hat SEO. Black hat SEO is the name given negative practices, such as keyword stuffing and link farming. This form of SEO is not a favourable method in the eyes of search engines and it can result in your website being blacklisted in the results pages.
What is PPC?
PPC is a form of internet marketing that allows you to bid money in order to have an advert placed in a favourable position in search engine results. Each time one of your ads is clicked you will be charged the rate for that particular keyword.
There are a number of factors that play a part in how successful your PPC campaign will be, including:
Keyword Relevance – Utilise the most relevant keyword lists to your customers and create high-quality ad text.
Landing Page Quality – Create fully optimised web pages that include valuable content and call-to-actions that relate to specific search queries.
Google Quality Score – The relevance of your keywords, web pages, and PPC campaigns will impact your quality score. A better score allows you to purchase more ad clicks for a lower price.
Which one wins in the long run?
SEO is an ongoing long-term affair, whereas PPC can yield quicker results in the short term. Generally, organic SEO is considered more beneficial in the long term as it doesn’t require continued financial investment, but it really depends on the type of business you’re running.
A small or medium-size local business isn’t going to have the same kind of competition as a larger national business and can therefore make do with the organic approach most of the time. On the other hand, a new e-commerce store may require a PPC strategy in order to gain visibility more quickly.
Are you still trying to work out what is PPC or what is organic SEO? Our team is here to craft your business a bespoke online lead generation strategy that will yield you positive results now and long into the future. To learn more, simply get in touch with a member of our team now and we’ll talk about where you see your business heading.