Using SEO vs Paid Advertising

Many businesses and marketers are trying to figure out what’s more important to focus on, SEO (Search Engine Optimization), or paid advertising. Both of them deal with how your business will be seen on search results or the internet in general but done differently. As a business owner or marketer, it’s crucial to understand the differences between the two, in order to make decisions on the direction of your online marketing plan for your business.

The are key distinct differences between SEO and paid advertising. Paid advertising puts your business above the search results so that your business comes out on top. The second is that SEO is organic, free as opposed to paid ads, and is based upon the quality of your content and ranking on the internet. 

If you’re curious which one of these methods will work best for your business needs, \we will dive in a little more to explain the differences and the benefits of each them.

SEO

Let’s start off with SEO otherwise known as search engine optimization. As previously stated earlier, SEO is an organic and free method for marketing your business. Being able to increase your organic traffic is beneficial, especially if your business is running on a budget or not in the place to do paid advertising at the moment. 

SEO is the ranking of your content on search engines such as Google, Yahoo, Bing, etc..  There are multiple benefits to using SEO in order to market your business. 

First off, there are various things to look at when it comes to improving your organic traffic through SEO. Your website should have clear, easy to read, and descriptive writing. Using specific search terms or keywords that are in context with your website. 

Having other sites link to your website can also help your ranking, by showing Google that your site is relevant to people’s interests online.

There’s no cost to appear in organic search results like Google’s, and making small changes to your website. SEO can greatly impact your search rankings over time

Benefits of SEO

Awareness. Visibility in search engines for your targeted keywords puts your business in front of potential customers in much the same way as if you were to advertise, and it drives brand awareness.

Credibility and trust. Having your site return in the organic results can influence your perceived credibility with an audience looking for your services. Many users are likely to skip ads, especially if you’re not a well-known business and trust organic results more highly. Being visible gives your business that all-important stamp of approval. 

Cost Per Click:  Getting traffic from organic searches is free for the most part but has indirect costs. Having a good SEO ranking takes time and effort.

Paid Advertising

Let’s take a look paid advertising. 

Paid Advertising allows you to be at the forefront search results, on websites, or on social media feeds. Paid search dominates above-the-fold content. With typically four ads on desktop and three on mobile, a user will always see the paid search ads, even if they choose to scroll past them. While SEO can make it easier for people to find your website, Paid Ads allow you to narrow down your targeted audience. In turn you bring your website to them instead of them having to come across it. 

There are different forms of paid advertising, such as Pay-Per-Click, Pay-Per-Impression, or Display Ads. As business owner or marketer, it’s crucial to know the differences between them and know which ones will be more beneficial for you business’ website.

Pay-Per-Click(PPC)

Being on the top of search results are important especially when you’re trying to gain traction for your business.

Prices for PPC ads are generally based on a bidding system, so the more people who want to appear for a specific search term, the more expensive that word will be. Savings are made on this type of ad by choosing keywords that are less competitive, so it is important to do research using keyword tools (like Google Adwords) and traffic analysis tools to determine how popular a search term is and how much it will cost.

PPC ads should be used when businesses have a call to action for the reader, for example visiting their website or filling out a contact form.  PPC ads are also good for businesses on a tight budget because they guarantee traffic to your website.

Pay-Per-Impression(PPI)

Pay-per-impression ads are great for companies that want to increase brand awareness and aren’t looking for anything beyond getting their name in front of as many people as possible.  PPI campaigns require less keyword research, however research is needed to make sure the right people are seeing the ad.

Display Ads

A display ad, is a form of online paid advertising that is typically a designed image or photo and copy. Viewers click on the image with the promotion to be taken to the corresponding landing page.

Display ads function differently than text ads because they aren’t found in search results. They can be spotted on websites and can feature interactive displays or some type of animation to engage the user.

Display ads can be retargeted. For example, a user may place something in his or her cart and then leave the site without purchasing. These ads are used to advertise exactly what that user placed in his or her cart to get them to complete the purchase that they left before.

Benefits of Paid Advertising

Broadcast among multiple platforms. Paid advertising allows you to get your messageg across platforms such as facebook, twitter, instagram, Youtube etc..

Faster results. You are at least guaranteed a reach and utilize you’re content to elevate your brand with specific targeting. If your website is not ranking on the first page of Google results for a search query, then paid advertising enables you to place ads for keywords and bring in high quality traffic to your website without the work and time investment search engine optimization involves.

Budget. Paid Ads allows for a tight control of your budget. It also allows you to determine how much you’re willing to spend per day and set that fixed limit.

SEO or Paid Ads?

Regardless whether or not your if you plan on doing paid advertisements, SEO will always be important. SEO takes more time and effort to build, it doesn’t come without its rewards. Good organic traffic means that your content is good, relevant, credible, and trusted. A business with little competition and a requirement for just a few leads per week could likely develop good visibility with SEO.

A business that’s in a saturated market trying to get results fast; paid advertising will be the route you want to take. No matter how good your ranking in search results maybe, a saturated market will cause your visibility to buried; paid ads allows to at least be above on the search results. Paid Ads lets you reach customers faster and also lets you customize your campaign on the fly.

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