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SEO vs PPC: Which Is Better for Your Small Business?

For startups businesses to succeed online, it is vital to have their websites built and optimized to generate income from the start. This is important before you start to implement strategies to generate traffic to your website. While there are various services and techniques to achieve this, most of them are grouped into two main categories: Search Engine Optimization (SEO) and Pay-Per-Click PPC. So, which of these two approaches should new businesses adopt? Stick around and find the best one for your business. In this article, I will attempt to explain the differences between PPC and SEO and suggest which approach is most effective both in cost and efficiency.

First and foremost, your website is one most essential parts of your business. This is where marketing begins, basically your online home and also the place where potential customers will turn in to search for information about your business or product and services, for that matter. Assuming you've already passed this stage, the next big question is how you will generate to your website as traffic is basically the livelihood of any online undertaking. The success entirely depends on the amount of traffic you can generate. This is where SEO and PPC kick in. The subject which of the two is better has been a subject of debate for a long time. The two are the most powerful traffic generating techniques, but which is the best for small startup businesses?

What is Search Engine Optimization?

SEO is a marketing discipline that focuses on improving both the search engine results, organic searches, visibility and ranking. Normally, any search engine, for instance, Google, will rank a website based on the popularity and relevancy. They achieve this by crawling and building indexes that provide users with already ranked lists of websites that are related to the user’s input in the search bar or the ones that the search engine has determined to be the most relevant. Therefore, the purpose of SEO is to manipulate the search engine's ranking strategy to favour your website.

What is Pay-Per-Click?

On the other hand, PPC is a technique of internet marketing where advertisers pay a certain fee every time their ads get clicked on. These ads are placed on prominent places such as the results of the search engines, other famous websites with a lot of traffic and social media platforms. Today, google leads to providing PPC advertising through its ads, making it the best place to start. Other PPC advertising providers include AdRoll, Bidvertiser, RevContent etc. The fee charged on these ads depends on the competitiveness of the keywords that you have chosen as well as what customers are willing to bid for those keywords, unlike SEO where the relevancy of web content plays a major role; thus, you have to ensure your content of the landing page logically aligns with these keywords.

PPC vs SEO: Which One is Better?

In order to easily decide which technique is preferable for small businesses. Below are some circumstances where applying the SEO concept would be highly beneficial to your website: When the results' consistency is highly desired. SEO is known for having a relatively long gestation period. However, ranking the website on the first page doesn't happen overnight. Some even take months. But once your website gets on this page by use SEO, be sure to enjoy sustained and consistent traffic, thus reaping long-term benefits. The second scenario is when you would like to increase the value of your website. Finally, SEO is very useful in building authority websites. Authority websites are those that are a well-established resource centre for a particular niche until it becomes a "go to" website whenever that particular niche is needed; however; unlike PPC, SEO requires you to put in a tremendous amount of work to create, and the promotion of the content consumes a lot of time and a great deal of money. 

Now let's dive into the other side of the debate between SEO versus PPC. As mention earlier, Pay-per-click is a technique that entails advertising on the search engine. So, when is the method highly beneficial? First, PPC is highly recommended when immediate results are desired as it provides the results within a short period. This is mainly because traffic starts to flow the moment your PPC campaign has been approved. Besides, PCC marketing allows you only to target certain demographic data, gender, income, and income bracket the education level. PCC, therefore, is highly necessary when you seek high traffic. Moreover, PCC is highly effective when promoting offers that require you to race against time as it can give results in minutes. Finally, for those websites that optimized, PCC becomes the best option for generating traffic.

Which one is best suited for your small business?

It's up to you to choose the technique that will best suit your business at the end of the day. SEO is a traditional cornerstone of successful marketing, offers your business the best chance of being found, although it will take considerable time to enjoy these benefits. On the other hand, PCC enables you to reach a wide range of potential customers in a matter of minutes, thus allowing you to customize your campaign on the fly. You are probably reading this as new business ownership; my recommendation is that you start with PCC to generate immediate sales instead of having to wait for weeks or months for the SEO to return results. Also, since you have just launched your website, and it takes time to take advantage of organic SEO, you should start with PCC advertising to create immediate market share and enhance your brand awareness. Thus, it is essential that you do your homework to choose the effective advertising technique based on your business and goals without compromising your budget.