Paid Vs. Organic Search Marketing: The Pros and the Cons
Paid or Organic Search, which is better? This is the most common question we face when planning for our Marketing Strategies. However, to be able to come up with a sound decision, you must first define your current market status, target market, and objectives.
Marketing strategies have evolved over the course of time. Back then, organic search, when hit right on the spot, would give you the right amount of exposure that your business needs. Apart from that, it used to give you a better deal at a lower cost compared to when you do pay per click. However, with the digital age coming in and small businesses are starting to become popular, they are now mostly leaning towards the fast-paced wonders of paid search.
As small businesses arise, they start to think of ways on how to compete with bigger brands. One way to do this is to go digital. As internet and high-tech gadgets are highly accessible, consumers are now just one click away. Given this, once you go into the web, there is a high chance that you will be able to capture the market you are trying to reach. To help you decide whether to seek help from a professional SEO consultant or go the easy way of pay-per-click (PPC) or maybe even have both, we have laid down some pros and cons of both SEO and PPC.
SEO: Improve Your Organic Traffic
There are a few good things about SEO that we cannot deny and here are some of its major advantages:
- Awareness and Branding. Visibility is one thing and being top of the line is another. The more that people see you, the higher your chances of being remembered and that keeps awareness among potential customers. Same goes with branding. Once you start linking your business with certain terms and keywords which are deemed positive for you, its effect will most likely be beneficial for your business and can, later on, lead to a sale.
- Credibility and Trust. Some clients see organic results as more trustworthy and credible. For most small businesses, being part of this organic search can be the only thing you’ll need to start building your brand. SEO will not only help you increase traffic to your website but also increase awareness of your brand.
- Cost and Sustainability. While it’s not totally free and easy, SEO can be more cost-effective in the long run as it will give you a targeted and relevant results that you are aiming for your business. With regards to sustainability, even with the smallest of a budget, you can still develop a plan that will still give you the quality of results and still keep the traffic that your business is getting.
- Click-through-rate. Most of the time, clients click on the organic results and usually skip the Ad results.
While SEO seems to be the perfect plan for building your brand, one of the setbacks of this strategy is that it works in a slow-paced manner, and you might just be overwhelmed. Most keywords are usually already dominated by bigger brands. So if you are just starting up and are targeting to compete with other big brands, SEO services for small businesses like you might not be the perfect fit.
Aside from just being visible, you also have to capitalize on good content development. Content is so much important that most businesses hire a Professional SEO Consultant to properly define keywords and contents that are appropriate for their business.
PPC: Laser-Targeted Visibility
While SEO has got most of the good things covered, there still reasons on why you should opt for a PPC.
- Brand Visibility and Position on the page. Paid search dominates the first few lines of each search result. Given this, there is no way a client will not see the Ad no matter how fast they scroll their screens.
- Improved Ads and Visual Products. PPC Ads are simply Advertisements. With this, they have full control on what they would like their clients to see first-hand. Contact Number, Location, Services, and Pricing are some of the details that they can easily display to clients. Apart from that, images are now readily available so that clients will be able to get a preview of what they are browsing or buying (for selling sites).
- Cost. In contrast to what most advertisers believe, PPC can be considered as a low-cost when setup and managed properly. PPC allows you to take control of your budget and determine your own limit.
It may seem that PPC is the easy way around but be cautious of some pitfalls for advertisers.
PPC can be expensive especially if you are targeting an entire country or running an international campaign. And as the name suggests, Paid Search Ads requires a continuous investment. Once you stop paying, your ads will immediately be gone and your lead generation will start to dip.
SEO or PPC?
Going back to what we said earlier, in order to answer this, we need to define a few things about our business.
For a local business with little to no competition and requires a small amount of exposure, then a DIY SEO will most likely work for them.
On the other hand, if you are a new e-commerce store competing with big brands such as Amazon, eBay, and the likes, you might just opt for a Paid Ad to ensure awareness and visibility of your brand.
So whether you are going for SEO or PPC, it is still best to gauge first the amount of exposure that you would like your business to receive. In the end, the quality of turn-ins is more important than the quantity that you will get.