November 13, 2019 by Marc Sherman
The global marketplace has undergone a massive transformation due to the advancement of technology. The advent of internet marketing has changed the way a business operates online. Digital marketing provides a wide array of marketing options and quick access to data, facts, figures and trends than ever before. (Information credit - https://macrocosm.co.za)
Search engine optimisation and pay per click are some of the common marketing strategies offered by any reputed digital marketing agency in Cape Town. These services come with countless advantages for businesses. However, the effectiveness of each marketing strategy depends on the current business scenario, objectives and marketplace.
While considering SEO and PPC, it is important to understand the basic difference between the two. PPC involves a paid ad, whereas SEO is an option that helps in increasing organic traffic. You need to select the right marketing strategy for your company after considering the relevant factors below.
Traffic to the Website
SEO or Search Engine Optimisation is an organic way to get higher rankings on search engines. It does not require payment as is the case of PPC. However, the procedure is time-consuming. While doing SEO, you need to wait before you start to see any results. It takes 6-9 months to see results. Without continuous work, there is a high chance your ranking will decrease.
On the other hand, the pay per click method offers instant results. By running advertisements on Google, you can find your website at the top of the search results page of Google. To get this instant result, you need to pay for it.
Local Visibility of the Website
In the case of small businesses, the target customer should be near your geographical location. The optimisation of local search is another aspect to keep in mind when comparing SEO and PPC. Running an ad campaign is possible with the use of location-based keywords. SEO is considered more difficult to get results in this aspect.
To rank locally, you need to make sure that your business name, contact number and address, are all included in the relevant platforms. Another important factor for local SEO is creating and optimising a Google my business account. It is also important to ensure that the website is mobile friendly.
SEO or PPC
It is difficult to answer which marketing strategy will be good for your business, without absolute knowledge of all the underlying factors.
On the other hand, any new e-commerce store needs to compete with some of the top e-commerce portals, which is often quite a challenge. To compete with such big names, using SEO as the only marketing strategy might not be a good decision. Rather opt for a comprehensive strategy using Google ads and SEO.
With a short and long-term business goal and a good digital marketing agency, you can decide whether you should utilise SEO, PPC or both.