Which is preferable, SEO or PPC? Here’s a tricky question for you. It incorrectly implies that one is superior to the other. Still, pitting SEO against sponsored search marketing is one of the most common mistakes businesses make when initially attempting to handle digital marketing, often to their harm.
That is why P1 SEO agency will always propose clients to determine instead: which of the two will yield the most ROI for XYZ goal: SEO or PPC?
We’ll help you answer this new question, which consider the two subject under the context of the business goals. We’ll look at the differences between SEO and PPC, their benefits and drawbacks, and, most importantly, which is the better investment based on your company’s unique goals.
Why Should You Be Concerned About SEO and Paid Ads?
Many people believe that SEO and paid search are the two foundations of digital marketing. We can understand why by looking at some organic and sponsored search statistics.
- Paid search accounts for 15% of site visitors.
- Organic and paid search accounts for 68% of total website traffic.
- Organic search (SEO service strategies) accounts for 53% of site visitors.
These values represent an average across all industries. (The figures vary depending on the industry.) In B2B, for example, organic traffic accounts for 64% of total traffic. Paid traffic accounts for nearly a quarter of all eCommerce traffic. Click here to plan for google cookie-free future.
Furthermore, it has been discovered that sponsored and organic search create 72% of the income. Perhaps we should pause for a moment to let that sink in. According to research, organic (SEO service strategies) and paid search generate two-thirds of all income. That’s insanely high. That is why you should be concerned with SEO and paid advertising.
What exactly is SEO?
Search engine optimisation (SEO) is the practise of increasing the visibility of your website and webpages in search engine organic results pages (SERPs) such as Google and Bing.
Generally, this implies attempting to increase the visibility of your website and brand on SERP. This is done by optimising your web content to please search engine algorithms, which analyse the quality and relevancy of your pages and rank you appropriately.
Advantages of using SEO
- Less maintenance required;
- Less expensive in the long run;
- higher ROI in the long run
- generates continuously,
- increases brand trust and credibility;
- sustainable traffic;
- broadens potential reach;
Disadvantage of SEO
- Unsuitable for time-sensitive content
- Longer time to deliver results
- Vague metrics
- Less control over performance
What Exactly Is Paid Search?
Paid search is the process of paying to increase the exposure of your website and webpages on search engines or partner sites. It is also known as pay-per-click (PPC) advertising.
The goal is to place these sponsored ads towards the top of the SERP. Bidding and SEO keyword targeting are used to accomplish this. Costs are often spent each time they are clicked (cost-per-click or CPC) or by the number of individuals who see them (cost-per-thousand or CPM).
PPC advertising platforms are available from Twitter, Bing, Facebook, Instagram, Google, and Amazon.
Paid Search has the following advantages:
- Quick results
- Useful for time-sensitive content
- Greater control over performance
- Laser-focused audience targeting
- Detailed analytics
- Short-term ROI is higher.
The disadvantages of paid search are as follows:
- it is more expensive in the short term;
- it requires more upkeep;
- it becomes less effective over time; and
- it may necessitate larger budgets.
The Difference Between SEO and Paid Search
The following are the primary distinctions between SEO service strategies and paid search ads:
- SERP placement
- SERP Positioning
- SERP cost
Paid advertisements appear at the top of search results pages. They always dominate above-the-fold and are the first thing a user sees. They took the first four samples on desktop and the first three on mobile. Paid advertising may be shown at the bottom of the page, making it the last thing a user views.
The remaining ten snippet places on a page are taken up by organic search (SEO service strategic) results. However, visitors must scroll down the page through paid adverts to get to the top-ranked organic results.
SEO versus Paid Search Placement on SERP
While sponsored advertisements are displayed first, organic content takes up more room. Paid advertisements always appear in the same places and are limited in the amount of placement they may take up on a page.
The organic SERP content is more adaptable. Thanks to things like FAQ schema, page snippets cannot just grow and give more branded information. However, with rich snippets, the local Map Pack, and the Knowledge Graph, companies may employ SEO to appear in more parts of a results page. All of this adds up to a lot of potential placement for companies to promote on SERPs through SEO services.
The Cost of Placement in SEO vs. Paid Search
Paid search has a direct cost in that businesses must pay for their adverts to appear on search engine results pages (SERPs) (via CPC or CPM). As a result, the expense of sponsored search advertisements can quickly grow.
There is no direct expense to pure SEO strategy, except the one you pay your partner SEO agency working on your SEO needs. Search engines give placement in organic results for free, making it a far more cost-effective technique in the long run.
Of course, there are indirect expenses associated with both SEO and PPC. For example, the cost of creating, developing, and maintaining online content.
SEO vs. Paid Search KPIs
The following are two of the best key performance indicators (KPIs) for both SEO and PPC:
- Click-through rate (CTR)
- Conversion rate (CVR)
According to the most recent data, the top result in Google’s organic search results has a CTR of 31.7 percent. The second and third positions account for 24.7 and 18.6 percent, respectively. Paid advertising on Google has a CTR of 5% on average. On average, their CVR is 3.75 percent.
While determining an average conversion rate for SEO is challenging, it has been estimated that organic search results are 8.5x more likely to be clicked than paid search advertisements.
The advantages and disadvantages listed above for SEO and Paid advertisement should have aided an informed decision in you as to which strategy you will be doing, or you can even implement the two. Just make sure you are not wasting time and money in any of the two. The processes can be very rigorous some time, kindly use the help of professional SEO agencies to scale through any of these. You will have more scalable results doing that. P1 SEO agency in Australia is here to take care of all your SEO service needs. Get in touch with us today!