SEO and PPC
The economic downturn we are now experiencing is not just a blip on the radar but significant enough to define it as a recession. Major corporations around the world are struggling, the travel industry is sinking, food and beverage outlets are shutting down and retail chains are getting crushed by delivery services. The economic reality we are now experiencing is not looking bright.
When the economy goes bad, branding goes out of the window. Most business owners want every dollar; they must work harder. They want to stay relevant and alive without having to spend unnecessary amounts of money on strategies that only work in the short term. They want direct marketing done smartly. And in marketing, few channels work harder than search engine optimization.
Some may say paid advertising could be a valid option. Yes, it could this month, but it bears no guarantees for the future. In fact, paid advertising only works when a substantial amount of money and quite a lot of working hours are put into it. If you are thinking that today you are investing in an ad and tomorrow you can already see the result, you are far from the truth.
Whereas SEO done right guarantees you a stream of constant revenue eventually. With SEO, every conversion that happens on your page is free.
Its benefits over PPC are:
- Consistency & Continuity
If your business is part of a mature industry like insurance policies, then a cost-per-click can be as high as $60-$100 per click (be careful though; a click does not guarantee you an acquisition). In this case, it makes a lot more sense to allocate your marketing budget to SEO.
PPC is a great solution to an immediate problem or an effective way to promote a new website. It is not recommended for companies with low marketing budgets or a narrow range of products.
CONSISTENCY & CONTINUITY
When you do SEO, the traffic to your website will be constant. With PPC the traffic may skyrocket today, but once your budget dries up, the traffic will dramatically fall.
SEO is a guarantee for longevity. PPC is great when you launch a new product or service. You should not rely on PPC to drive constant traffic, build strong, long-lasting relationships with your clients, or exercise authority. For all these reasons, SEO is your choice.
Google recommendations are usually regarded as quality ones. Think of the times you were in a foreign country, and you chose a place to eat based on Google’s recommendations.
These days, people are carefully considering all the pros and cons before making a purchase. This makes SEO a key factor when you’re building your brand’s reputation and awareness.
PPC will display your website in the first three ads Google shows on the first page, but most people will scroll down and click on the first organic results. This only proves that trust is not gained by running PPC campaigns.
Studies prove that 75% of searchers don’t make it past the first page of Google results. Your competitors do SEO. This is how they rank organically and build authority. If you are not investing in SEO, all your potential customers will head to the competition.
You need to be on top of your game with all the developments in your industry and deliver the best products and services to your customers. You also need to keep an eye on your SEO.
Both SEO and PPC are important parts of an online marketing strategy. There are times when one might favor one marketing strategy over the other, and that is perfectly normal.
Keep in mind, though, that in times like this, investing in search engine optimization offers far more advantages than overspending your marketing budget on paid advertising. When your business is not at its peak, abandoning SEO is not exactly wise. It could determine your survival in the current economy.
Think of SEO as planting the seeds for your business to grow. Water it regularly, giving it the nutrients (updates, keyword tweaks, edits) it needs, and before you know it, you will have a strong, healthy plant (website) that receives all the attention it deserves.