With the advent of the internet, more and more people are using search engines like Google to look for the products and services they need. Search engines have become an essential medium that influences the purchasing decision of the buyer. The chances of people finding your website through search engines are much better than landing there directly. Therefore, a strong presence in search engine results become crucial for the businesses.
Search engine optimization (SEO) and Pay per Click (PPC) are the two most important marketing strategies meant to drive the visitor to the website.
SEO is a combination of various strategies and techniques used to boost the number of visitors on a website by improving its ranking in the organic results of a search. A higher ranking in the search engines implies a higher number of visitors, higher conversion rates and higher revenue thereby. SEO includes techniques like keyword research, SEO auditing, on-site optimization, off-site optimization, competition analysis and evaluation of the results.
PPC is one the most popular form of search engine advertising. Google allows the advertisers to display their ads in the sponsored results section. The advertiser pays a fixed amount to the search engine when their ads are clicked. The click directs the visitor to the advertiser’s website. So instead of earning the search visits organically, a business in a way purchases the visits to his site.
Both the methods aim to convince the users to visit and increase the traffic to your website.
Both the approaches have their merits and demerits, and before deciding on the better strategy for your business, you should consider following points:
You may find that the authority websites mostly command your specific keywords. Displacing such sites to make a place for your website in the market is a quite complicated job. Instead, it makes more sense to use PPC services in this case.
It isn’t necessary that only one of the two strategies has to be used. Both of them can be used in combination to have a powerful impact.