One of the most common techniques is integrating keywords into the content that your audience is searching for. Businesses looking for traffic from local users perhaps to increase their store footfall can optimise their SEO to appear on Google’s map pack. This is another area where businesses can obtain highly relevant traffic from people looking for local businesses. Search Engine Optimisation is the process of having your business’s listing appear on a search engine to SEO vs PPC obtain traffic without paying the search engine.

Additionally, ad blocking has increased 15-30% in the last four years. You want to create content that reaches your audience at different stages of the sales funnel. If your website or domain is new, it’s unlikely that you’ll enjoy immediate results from SEO. The reason is that many factors affect how Google ranks websites. With SEO, you can create different content types that meet each segment of your audience exactly where they are in the sales funnel. Unfortunately, you have no idea how to share this revolutionary product with as many of your target users as possible.

It’s not easy to rank highly for a search query, especially for popular ones. SEO takes serious and continued time and effort to be effective. With this content marketing strategy, you pay platforms for every click to your web page or website.

Plus, this will also ensure that you are able to provide relevant content to your audience. If your goal is to have a long term, more sustainable form of digital marketing, then SEO may be the better option for you. However, that’s not to say that there’s no place for PPC. Paid search would be the better option in the case of a short-term promotion or where you suddenly need immediate results for a particular area, for example. According to a 2018 study by Jumpshot and Moz, organic desktop listings still produce 20X more clicks than PPC ads, while organic mobile listings are 10X higher than clicks on PPC ads.

More clicks overall.To maximize visibility and clicks, you will want to have listings in the paid and organic results. However, this is not the marketing Wild West it once was. New businesses can have a hard time getting started with SEO, and paid search can offer a fast track to search marketing when done correctly. Emery is an inbound marketing specialist in search engine optimization and content writing.

PPC data can be used to help prioritise SEO optimisation tasks. To find out more, have a read of my blog on how to use PPC data to improve your SEO. HubSpot discovered that up to 80% of people ignore PPC ads. Since the debate has raged on for years, there’s plenty of data out there to compare these search channels. With changes to the algorithm over time, you may need to adjust aspects of your SEO program from time to time. So, instead of a set- it-and-forget-it mentality, you should monitor performance over time and optimize accordingly.