It is not easy to decide if you want to dedicate the resources to the organic search efforts or SEO or to paid search effort or PPC. The right answer when it comes to choosing between the two will depend on many factors like budget and behavior of the people. It is important to understand the key basic when it comes to implementing the right PPC or SEO balance to ensure that the organization can get the best results.
The traffic that come from the SEO or Search Engine optimization can be achieved free of charge and the traffic that it is generate from the PPC or pay per click ads is for a price. The PPC ads are found over the organic search results or on the sidebar of the search engines pages for the search queries that are related to a topic. The landing page keywords, Cost per click, ad keyword and the bids, all target to be the influence and they are used to display the ads on the page. The organic results are found under the paid ads. You should aim to get the listing or the website to appear in the first or second position of the search engine result page or SERP. The results you get for SERP will depend on the optimization you had on the search engines.
The difference between SEO and PPC depends on the budget of the organization. When a business does not have any budget so that he can commit to the paid advertisement, he has to put more effort in the SEO strategies. If you have the budget that you may incorporate into the SEM strategy, you should incorporate it. There are some benefits that you will get when you use the PPC advertising.
Testing is used when you want to test the new layout or the product on the website. You will need to look for the A-B testing traffic in order to get the results you want to get. The PPC are the best way to get the traffic to your website. If you want to implement the SEO, it will take too much time and the resources in order to drive enough traffic and volume.
Immunity: the search engines are always trying to change the algorithms that they use for their search engines and they get the content which is even more relevant to the needs of the user. The SEO strategies that have already been put in the place, they have to be changed or updated when the search engines changes their algorithm. The PPC campaigns are normally immune.
The industry CPC: if you want to implement the PPC, you should consider what the competition are doing in the industry and do what they choose to do. PPC platform can hinge the fixed prices but not the bids. The marketers are going to bid according to what they want to pay for just a single keyword click. There are some industries that have expensive words than others. If the word is expensive, you should rely more on the SEO to get the traffic you want.
SERP competition: the competition to the keywords in the hot industry may be fierce but it is most of the time dominated by the leaders in a space. It will be hard to disperse the big fish using the SEO effort alone and you need a significant strategy and the resources but in the end, everything is going to be impossible.
The difference between the paid or free traffic may also be based on the goal of the person who wants to use them. You may be looking for the short-term goal of increasing the traffic at once or the long term goals of building the consistent body of the traffic after sometime. When you want the traffic on short term basis, the PPC is going to be the right bet. When you start learning the ad, then you will start to get the results at once. However when you stop, even the benefits are going to stop. This is because the SEO relies on the content of the websites and the linking of the meta data and structures so that they may deliver the right results. The SEO results are going to be valuable when it comes to the long term benefits.