I think everyone can agree there is no point in having a superb looking website packed with great products if nobody knows it is there. Think of your website as a filing cabinet full of fantastic stuff. The problem is it is in a room full of other filing cabinets, to be exact 1.8 billion according to the Netcraft January 2018 Web Server Survey all looking to get noticed. So which is the best SEO or Pay Per Click and how can they help.
To carry on our analogy SEO is like constantly painting you filling cabinet bright pink, coat, after coat, after coat whereas PPC is putting a flashing light on top. SEO will get your site noticed all the time, eventually. The light will get it noticed straight away but will stop and soon as you don’t pay the electricity bill.
SEO or Pay Per Click – let’s look at both
SEO – Search Engine Optimisation
Is simply a range of measures you put in place to help your website get noticed by search engines. It consists of on-site and off-site activities. Onsite refers to changes made to your website and offsite refers to things you do away from your webpage.
It is not just one big thing you do but lots of little tweaks, There is far too much to cover in this page about SEO but a read of this article, SEO for beginners, will certainly help you understand more about the subject.
In short, your SEO will be a continual process often without any benefits being seen straight away. It can take several weeks for your changes to be noticed by the likes of Google or Bing. However, once the changes have been made there are their forever.
PPC – Pay Per Click
Pay Per Click advertising is a way to give your website an instant boost. You place an advert for your website on Google, Bing or any of the other channels available. When a prospective customer clicks on your add you have to pay the advertiser a fee. This fee can range from a few pence to several pounds depending on the keywords you select. Usually, all this keyword research, ad writing and bid adjustment are outsourced to a PPC Management company who do all the hard work for you.
The benefit to this is that your website benefits immediately from the extra traffic. Whether they convert into customers is then down to a number of factors. These include how well your keywords are targeted and how well written the webpage is that they click through to.
Summary – SEO or Pay Per Click which is best
Both SEO or Pay Per Click have their place. As you can see SEO will give you long-term benefits but does require a considerable amount of time and effort on your behalf. PPC will give you an immediate short-term gain but will come at a cost above simply your time.
The optimum for many companies is to concentrate on the SEO and outsource the PPC management. PPC management is a complicated job often best left to the experts unless you have the time to do it properly.