Whether you’re looking to promote a product, or simply looking to market your content in the right way, it can be important to adopt the right kind of strategies, but which strategy is going to work best for you and get you the website traffic you’re looking for? This can be a somewhat difficult question to answer, as it can depend on your plans, as well as your business vision. However, being fully aware of what each kind of marketing strategy offers will allow you to make a well-informed decision as to which solution is best tailored to your business’s needs.
Where SEO Stands Proud
When you start questioning as to which method is better, you can get yourself into something of a frenzy, as it can depend on so many different factors. Instead, we should be looking at what methods suit what kind of circumstances best. As such, this is where SEO comes up trumps as a viable marketing option.
When You Need Consistent Results: SEO should be seen like a seed, and if maintained in the right way once planted, will bear fruit over time. For example, you may wish to make use of some long-tail keywords, and ensure that they are used to create evergreen content. As your content is shared and social flares are ignited, you will find that SEO can be a great investment. Ensuring you top up your website with relevant content on a regular basis will ensure that there is always interaction with your site, making for a repetitive stream of income and a climb up the rankings.
If You’re Looking to Build an Authority Site: An authority site is a site that people will go to for their fix of information, can contain any niche. However, to build an authority site, the SEO has to be in order. Otherwise, people won’t be able to find it in the first place. As such, a site like this will often see a lot of traffic purely based on the URL recall alone, but the secret is to ensure a steady influx of traffic is visiting your site regularly, something that SEO is more than well-versed in.
If You Want to Add Value to Your Website: Not everyone wants to own a website for the long-haul. In fact, some people make a business of building websites and selling them on. However, for a website to have value, it must have regular traffic. Pay Per Click ads can deliver traffic in the short-term, but it’s SEO that delivers the best results, as the constant traffic will make all the difference as to whether your site is deemed as valuable or not.
The Drawbacks of SEO When Compared to PPC
Although we’ve seen how beneficial SEO can be, it isn’t without its drawbacks. As such, there are some practices SEO can’t contend with, so PPC must enter the fold to deliver the desired results. This isn’t to say that SEO will be useless for all your future marketing efforts, but you do need to realise as to when each strategy should be employed, and the benefit that each has to offer.
SEO CAN’T Deliver Fast Results: While SEO can help a site rise through the ranks over time, it can’t generate results overnight, so anyone promising you page one ranking results within the week is probably selling you a dream. However, with PPC you can start promoting your website as soon as the campaign is launched, meaning you will have traffic much sooner.
PPC Can Deliver Results to a More Tailored Demographic: Although SEO can deliver results based on your location & queries that people type in, only PPC allows for truly targeted results. As such, if you’re only looking to reach people within a certain niche or area, then you may find PPC more beneficial.
PPC Helps Promote Products Quickly, SEO Doesn’t: Not everyone has the time to reap the rewards, especially if they’re offering something along the lines a limited-time offer. If you’re keen to get your offer to a number of potential consumers quickly, then PPC would be a more worthwhile endeavour when it comes to a viable marketing strategy.
SEO Just Can’t Help Some Websites: While SEO can help a number of websites flourish, there are those where SEO is just not going to make any difference. For example, some websites look to grab several email addresses via a squeeze page, so the content displayed on such sites may not be enough to get a site ranked. As such, people should use another strategy that’s more suited to them. Again, PPC can help you get visitors from a targeted demographic, which in turn will help you gain the customers you’re looking for.
However, unlike SEO, PPC is an exercise which needs to be carried out every time you need an influx of targeted traffic. That’s not to say you won’t get visitors from an SEO perspective in some regards, but for the most part, PPC will be an ongoing investment.
As you can see, there a number of considerations to make when it comes to marketing strategies for your website, and you may not always use the same strategy each time. As such, it’s important to ensure that you fully investigate the route you wish to take while considering the above factors.
It’s also important to ensure that we keep on top of advancements being made within the world of SEO and PPC, as this will ensure that the methods we use moving forward are never outdated, and therefore relevant to our efforts.
It’s also important that we’re investing the right amount of time into each method of marketing. Neither is as straightforward as you would first assume, so be prepared to invest time and effort.
This post is part of our contributor series. It is written and published independently of TNW.