06 Oct The 3 Reasons SEO is Better Than Pay Per Click
Investing in your website is an essential part of a successful online presence. Where and what you invest in, though, isn’t always so clear. SEO and PPC are two different types of online marketing. Both have their place and both are valuable in various ways. Yet there are several key reasons why you should put more effort into SEO than just focusing on PPC.
Let’s Start Here: What Is the Difference between SEO and PPC?
SEO, or search engine optimization, is the foundation of any type of online marketing. It’s what provides the search engines like Google with the information they need to know who to send to your website. It’s the process of increasing traffic to your website by improving the visibility of your site to the search engines. SEO isn’t a paid service, but rather a way of attracting people to your website organically.
PPC, or pay per click, is significantly different. Here, you’ll bid on keywords for ad placement. This is a form of internet marketing in which you pay a fee to have someone click on an ad to be brought to your website. In other words, with PPC, you’re paying for someone to visit your site.
Both components are much more complex than this, with various strategies and methods to achieving success. Yet, there are several very valuable reasons why SEO is where you should invest your money, at least at first. Let’s investigate further.
#1: SEO Lasts Longer
From just the basic description here, you can see that with PPC, you’re paying for every single ad you place. Once that ad runs, you have to pay for more of them. That’s not what happens with SEO. The money you spend on SEO will continue to work for you on an ongoing basis. There may be changes over time, and updates will be necessary. However, every dollar you invest in SEO is going to continue to work for you over the long term even through those updates.
With SEO, your investment lasts longer. It provides you with ongoing benefits and attracts buyers to you continuously. You are not paying for one ad and one click with this method. There’s no limit to the number of people who arrive at your site from your SEO investments.
#2: SEO Allows You to Build Your Brand
Another key component of your success with SEO is that it works to build your brand. It also gives you a lot more control over your messaging, image, and content. For example, with PPC, your ad will be small: just a few words placed on a few pages. There is no doubt that PPC works and can deliver good traffic numbers if done well. Yet, it doesn’t do much more than this.
That’s where SEO really blows PPC out of the water. With SEO, you can incorporate a much more in-depth display of what’s important to you. For example, you can use SEO to build your brand. Building your brand means people not only learn who you are, but they remember you the next time they need a service you offer. They come right to you.
It’s also important to recognize SEO for its ability to give you control. You control what the message is. That means you’re able to create content that speaks to your website visitors in a way that’s meaningful to you. You can incorporate humor, your brand story, or a specific marketing message. It’s easy to find yourself overwhelmed by this, but with the right SEO team, it becomes effortless.
#3: SEO Has More Reliable Results
The bottom line is always the decision maker. With SEO, you’ll find that it offers a better ROI. The results you get from SEO are more reliable and you can generally count on them if done well. More so, you can easily track them by paying close attention to how many people are coming to your website after your changes. It’s also possible to update and change your SEO efforts as you watch these results, too.
Conversely, PPC is tricky. In this method, you’re bidding on keywords and phrases. There’s no guarantee you are going to get what you want. A competitor can easily swoop in and outbid you, leaving you without any real benefit from your investment. That’s what makes PPC so difficult to manage especially for small- and medium-size websites and businesses that routinely have smaller budgets for their marketing efforts.
There are plenty of other benefits of SEO over PPC as well including:
- SEO builds credibility and trust with your website visitors.
- You’ll see more website traffic on an ongoing basis, which translates into better sales or contacts.
- It’s sustainable. Unlike PPC where you are constantly spending money on your marketing, there’s more sustainability long term with this method because there’s less of a long-term investment.
To be clear, SEO isn’t a quick fix. It takes time and a good understanding of your business, your competitors, and your branding message. Yet, done well, SEO is going to deliver the ongoing results you need and continue to work to benefit your business’s bottom line.