Deciding Between SEO vs PPC: Which Is Better For Your Business Marketing?
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Read the transcript of this episode of Giant Wednesday... 👇
When it comes to marketing online, you can boil a lot of activity down to two areas – paid and organic.
Otherwise known as those three-letter acronyms, SEO and PPC.
Now I’m sure we all like the idea of marketing “for free”, but what’s actually the best digital path for you to take?
What’s going to help you achieve your digital goals?
Let’s find out the best way to make you succeed online in this week’s episode of GIANT Wednesday.
Hi, I’m Sam from Sleeping Giant Media and I’m here today to talk to you about SEO and PPC. Yup, that’s search engine optimisation and pay per click advertising.
If you like what I have to say in today’s video then make sure to subscribe to our channel where we release digital marketing skills-based videos every week!
As I said, we can separate most digital marketing activity into paid and organic. So let’s start by talking about what they actually are.
Basically, paid search is where you pay to appear in specific spots within search engines, social platforms, or other forums, while organic positions are earned – with results decided based on a host of on-page and off-page factors.
Whilst you could look at this and think “well, one’s free, clearly that’s a benefit” – that doesn’t quite tell the whole story.
First, let’s talk about organic.
Organic marketing is a long-term strategy largely focused on getting traffic through to a site.
This is done through things like putting together great content, gathering awesome testimonials, and other white hat tactics that are all basically designed to help make websites great.
As a result, it can take a little while before you see organic marketing having any major impact on a site’s rankings – meaning you need to be in it for the long haul in order to get the most out of organic.
Ok, got it? Now let me explain paid…
So, when it comes to paid search, the opposite is true.
Paid search is all about getting your message out there fast – the quick wins, or the instant gratification.
While that’s always appealing, there are costs attached.
Running paid campaigns can mean higher upfront costs – creating a potential blocker for small or start-up businesses.
Plus, you need to take the time to optimise your ads; once you’ve got it right, your CPC (cost per click) will decrease, your CTR (click through rate) will increase, and everyone will be happy.
But getting to that point isn’t always easy, particularly if you’re new to the paid world.
So, the question on everyone’s minds… which one is better? Which will help you achieve your goals?
Well, the short answer is that both are pretty great.
The sweet spot for businesses online is finding a way to use paid and organic search in blissful harmony.
Paid tactics are great for getting your digital activity off the ground, while investing in a long-term organic strategy means that, as your site authority starts to improve, and your success metrics start to rise, you can reduce your paid budget and rely more on the organic activity.
With search engines moving slower than your Mum’s one-finger typing, PPC can give you the boost you need to get moving ASAP – with your organic activity building momentum in the background, getting ready to take over and snowball away.
93% of online experiences start with search engines, with Google currently holding just over 90% of the total search engine market share, so it’s essential to do all that you can to make your mark on the SERPs.
Whether you’re thinking about splashing the cash to see quick results, or thinking about investing in a more long-term content-led strategy to bring you digital glory, taking the time to consider how paid and organic search can support each other is a sure-fire way to get the best out of both worlds.
You see, in the digital world, you can have your cake and eat it too.
So that was a quick look at the difference between SEO and PPC as marketing strategies for your business goals, where we discovered a lil’ bit of both is the ultimate recipe for success. Now I’m just thinking about cake…
If you have any more advice, or if you think we’ve missed anything… or maybe just want to hit us with a ‘braap’ – make sure you leave a comment and let us know!
Here’s today’s Giant CheatSheet on this topic – click the link in the description to download it, or just take a screenshot if you’re on mobile!
As always, make sure you subscribe to our channel for more great content every week.
Thanks for watching, and we’ll see you next time for another GIANT Wednesday.
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