Organic Search vs. PPC advertising? Which is the best way to outrank your competition and generate traffic to your web pages? This has been one of the longest-running SEO debates in recent years and will likely continue that way. Let’s explain the elements of organic and paid traffic. We’ll also go over how both SEO best practices can be used to complement each other in order to achieve better search engine rankings as well as target potential prospects/clients.
What is Organic Traffic and PPC Advertising?
Organic traffic is a term that refers to the visitors who come to your website from unpaid search results. This type of web traffic is free compared to PPC advertising, which comes at a cost.
Organic traffic comes from people who didn’t click on an ad or followed a link, but rather those who found you through a search engine such as Google, Bing, or Yahoo! This type of traffic is highly valued by online businesses because it represents potential customers who are actively seeking out products or services like yours.
PPC advertising involves creating targeted ads that appear when users search for specific keywords within a search engine. The advertiser will then pay a fee each time a user clicks on their ad. These ads are typically placed first on search engine results pages (SERPs).
What Are The Benefits of PPC Organic Search and PPC Advertising?
One of the key benefits of PPC advertising is its ability to generate targeted traffic quickly and efficiently. By targeting specific keywords, businesses can ensure that their ads are shown only to users who are actively searching for what they offer.
This means that businesses can reach potential customers at the exact moment when they are most likely to make a purchase or take some other desired action.
On the other hand, one of the benefits of organic traffic is that it tends to be more targeted and relevant than other types of traffic. This is because people who find you through organic search have specifically searched for something related to your business, so they are already interested in what you have to offer.
In addition, organic traffic tends to have higher conversion rates than other types of traffic, meaning they are more likely to take action once they arrive on your site.
What Are Some Cons Of Organic Reach & PPC Advertising?
With the rise of digital marketing, companies are constantly seeking ways to expand their reach through organic methods. However, while organic reach may seem like a cost-effective and efficient way to promote your brand, it comes with its own set of limitations.
Firstly, organic reach can be unpredictable and inconsistent. Search engine algorithms are constantly changing and evolving, making it difficult for businesses to keep up with the latest trends in order to maintain their ranking within search engine platforms.
This means that even if you have a strong following on social media platforms such as Facebook or Instagram, there is no guarantee that your website will be seen by all of your followers.
Secondly, relying solely on organic reach can limit your ability to target specific audiences effectively. While algorithms may help you reach a wide range of people within your niche or industry, they may not necessarily attract the right kind of audience who would actually convert into paying customers.
In regards to PPC advertising, one of the biggest cons is that it can be expensive if not managed properly. Advertisers must bid on keywords; the more competitive they are, the more expensive they become.
Additionally, clicks do not always result in conversions, which means advertisers may end up paying for traffic that does not lead to sales or leads.
Another disadvantage of PPC advertising is that it requires constant monitoring and optimization. Advertisers must continuously adjust their campaigns to ensure they are targeting the right audience with relevant ads at the right time.
This can lead to hours of management for one PPC advertising campaign. Not to mention, if you don’t have any experience with PPC ads, then you’re relying on a Digital Marketing Agency to maintain your PPC campaign. Working with a marketing agency comes with a hard cost on top of your PPC advertising campaign budget.
What Helps With Organic Search?
The first organic search technique is to create high-quality and unique content on your website that naturally attracts inbound external links from authoritative sites. This is because Google’s algorithms give preference to web pages that have more organic (free) incoming links. In turn, these organic links help the page rank higher for specific keywords/phrases related to its content.
Secondly, a great way to attract organic links is by writing useful articles that link back to your site and share them across all of your social media channels. You should aim to build a good reputation for your business so people want to link back to you.
Another organic technique is to show up in image searches. This involves optimizing your website’s images with the relevant keywords/phrases being searched for on Google Images. Furthermore, you should also create an editorial calendar and a content marketing plan that outlines how often your site will be updated, what topics you will write about and who the target audience is.
In addition, make sure to add keyword phrases wherever possible across your web pages (slug meta tag) as well as throughout the actual content of your articles, not forgetting to use them in the title too! You should now have enough organic search knowledge to tackle paid traffic!
What Helps With PPC Advertising?
The first paid advertising technique is to use the correct keywords for your campaign. You should aim to keep them short and simple, so they are easy to remember whilst also being relevant to what you offer. In addition, try different keyword variations, as this could increase your traffic volume and overall sales.
Secondly, when running PPC campaigns, it’s important to set a budget that is affordable yet profitable enough to see a return on investment (ROI) in a certain time frame. In order for your ads to show up, you will need an AdWords account which enables you to create and manage sophisticated ad campaigns/ad groups that include multiple ads across multiple devices (desktop, tablet, etc).
Furthermore, make sure not only your text ads but also your display ads stand out from the crowd.
Last but not least, implement Google Analytics to monitor your website’s organic traffic and conversions. This enables you to see what is working well and what is costing you money e.g. CTR or PPC costs per keyword/ad group so that you can make changes as required.
What’s Better: Organic Search vs PPC Advertising
So, after discussing the pros and cons of organic search and PPC advertising, which one is better? Organic search is the better option for a number of reasons! The main reason for this is organic SEO is free, whereas paid advertising has a cost associated with it in terms of time, effort, money, and resources.
It is important to note, however, that organic also has its own costs – time! You are competing with everyone else for organic traffic. It also requires constant upkeep in order to remain competitive i.e., writing new useful articles that link back to your site as well as sharing them across all of your social media channels on a regular basis, optimizing your images for image searches, etc.
However, organic SEO does enable you to tap into potential customers who would not have found you otherwise (such as those searching via mobile devices) whereas PPC only attracts those who know exactly what they are looking for.
As the organic search continues to evolve, both organic SEO and paid advertising will merge more and more – for better or worse! In the end, it is up to you to determine whether organic or paid leads are a better choice for your online business. However, as of current trends in SEO, organic traffic remains the best way of attracting potential customers/leads, especially during these tough economic times. It’s free after all!