Is Natural SEO Better Than Paid PPC?
Now, on the surface,
this sounds like SEO is the clear winner. And for many reasons that we won't go
into here, SEO is important even if you're doing PPC. The major advantage of
SEO is statistically it tends to bring you better traffic and more trusting
leads. In fact, lots of searchers have trained themselves to even ignore
"paid results" completely when browsing the web or searching on
Google.
There's plenty of
data that suggests that "Natural Search" visitors to your website are
far more likely to trust you, trust your business, and trust your products
& services. Ranking highly on Google for a keyword phrase is a sign that
you're credible and that you're an important player in your industry. These are
the major advantages to SEO.
But don't fool
yourself into thinking that SEO is free. No matter how you slice it, SEO comes
at a cost -- whether your own time or the money you'll need to invest in hiring
the right person to do the job for you.
Should You Use PPC Instead Of SEO?
Still, it's not
always the case that every business should avoid PPC just because it has a
direct cost-per-click. PPC has its advantages and can even play an important
role informing your SEO process and strategy.
The question of
whether you should use PPC is going to depend mostly upon your available
monthly marketing budget. For most business types, PPC is only going to yield
results if you can afford to spend at least $50-$100 per day on clicks.
Anything less and you risk not getting an adequate return on your investment.
Remember: Not every person who clicks your Paid Advertising is going to convert
into a lead or a buyer.
Final Analysis
My very best answer to this
question of "SEO vs PPC which is better for my business?" is that you
should be doing BOTH!
Pay Per Click is one
of the fastest ways to jump-start your business with traffic today. Just be
aware that Google Adwords, for example, isn't exactly "plug and play."
There's quite a bit of a learning curve. You should take time to read at least
1 book cover-to-cover on the topic before you start tinkering around in there.
PPC is the fastest way to get things moving, but it will also provide you with
very good information and data for your SEO efforts. (Again, only entertain PPC
if you can afford *at least* $50 per day of advertising spend.)
Search Engine
Optimization is also important but will definitely take a lot longer to
generate results and traffic. If your website is brand new, you're going to be
trapped in the "Google Sandbox" for at least the first few months of
your website's existence. Count on lots of fluctuations in your rankings, lots
of inconsistencies, and lots of growing pains.
Still, long term SEO is
going to bring you the best kinds of traffic and the most qualified leads.
Plus, your SEO efforts (optimizing code, improving page content, etc) is all
going to help your PPC results as well. Google likes to reward "good PPC
buyers" with lower Cost Per Click and higher Quality Scores in Google
Adwords.
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