To generate more traffic to your site, the two most common tactics used are Search Engine Optimization (SEO) and Pay-per-Click (PPC) advertising. SEO means using high quality content to make your site attractive. PPC advertising is buying ad space on search engines like Google and Bing. You need to pay for each click on your ad. Sometimes business owners are in a dilemma which option to go for. Here are some ways to find out which option is right for your business.
You should consider your budget. In the case of PPC advertising, you need to invest daily. Even if you set your daily budget low, you will need to spend money every day. If you use this method, then you need to monitor your budget constantly. SEO campaign takes about 3 to 12 months before they can generate any good return. A good SEO campaign will bring better result than PPC campaign after 12 months.
It takes time to develop a business. If you want to generate traffic right away, you should use PPC. SEO is effective over time. You need lots of patience when you use SEO. It may take months before you will see any result.
SEO campaigns can generate high quality traffic for a long time. Algorithm updates by Google can affect the SEO campaign. Such problem doesn’t happen in case of PPC as you are paying for the service. It is better to use both SEO and PPC to achieve your long term goal.
You should consider the competition in your industry. Some companies may have very high PPC budget. It will be tough to compete with these companies with PPC campaign if you have a low budget. So, it’s better to use SEO in this case.
With PPC advertising, the control is in your hands. You can pause the ads whenever you want to, limit the number of ads, etc. But with SEO, the search engine decides what should be displayed.
The type of campaign you choose depends on these factors. There are no right or wrong techniques. The option you choose depends on your business, goal, budget, timeframe and other factors.