What’s More Effective, PPC or SEO?

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I recently have seen this question asked over and over. Why does it have to be either or? Both strategies have their drawbacks but both are very useful depending upon the results you are trying to achieve. Why not use a mix of both?

What is PPC (Pay-Per-Click)?

PPC literally means pay-per-click. You are paying each time a person clicks on your ad that you’ve placed with Facebook or Google or wherever. You have the ability to carefully budget and control your advertising costs. The biggest trick to PPC marketing is knowing what your target audience is looking for and seeing your ads as a filter instead of an open door and shouting COME ON IN!

I can just hear all your little minds going click, click, click… but don’t we want a lot of people to see our ads? Of course you do! But, you want the “right people” aka: target audience (buyers) to see your ads. See if you just open the doors and holler come on in, you’ll get everyone and their Grandmother peeking in the door that’s just nosy or curious. You may get a few buyers but by then ChaChing… all your hard earned money is spent on the looky loos that just wanted to see what you had and weren’t serious about buying. So craft your ads in such a way that you basically pre-qualify those clicking on your ads as serious buyers. Ads crafted correctly will bring quick traffic to your site that will translate into actual buyers.

What is SEO (Search Engine Optimization)?

Search Engine Optimization is more about crafting your website pages and posts with the intent of getting your website on the first page of the search engine. If it’s not on the first page, no one is going to see it. I personally find this technique tedious, I’d rather write for the people reading my pages rather than the search engines that focus on keywords, URL’s, Title tags and backlinks. But don’t get me wrong, I do this process (well most of the time) because it is important as well and in the long run it will pay off making your site easier for seachers and search engines to find.

SEO is definitely a longer process that will not give you the immediate results that PPC can but it will give you long lasting, sustainable results. You also get the benefits of getting residual payments off posts you’ve made in the past. Concentrate on 3-5 “long tail” keywords aka: keyword phrases and no more to get the best chance of ranking high for those keywords. In SEO when ranking for a keyword or keyword phrase, more is NOT better. Having many keywords can actually hurt you with the search engines rather than help you.

So, as you can see you need to think about what you’re trying to achieve to determine which technique is going to be most effective for your purposes. Neither is better than the other they are both just tools to see you to your goals.

By Deborah A. White

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