SEO vs PPC: The Never Ending Battle
When you have a website on the internet the biggest part about making it a success, is to get people to visit your site. This seems like the easy part to most people for a few reasons, the main one being that people think once a website is on the internet it is easily visible to the world. This is not the case. In reality to get a website seen by people there is a lot of marketing that has to be done and the 2 most well know techniques for this are search engine optimization (SEO) and pay per click (PPC). The question is, what are they and which is going to be most beneficial?
SEO is the process of optimizing your website for use by search engines. This process can consist of many techniques, some of which are good, and some of which are bad. Good SEO, or white hat SEO, consists of techniques such as SEO article writing, meta tags, and directory submissions. On the other hand, bad SEO techniques, or black hat techniques, consist of things like keyword stuffing, doorway pages, and link schemes. For SEO to actually be beneficial to a website a good rule of thumb is to avoid black hat SEO techniques at all costs, as they can actually harm your website in the eyes of search engines. The last thing you want is for your SEO campaign to hard or potentially blacklist your website.
PPC is not a process, but more like a campaign used to promote your website without the use of SEO techniques. The major difference between SEO and PPC is that PPC campaigns cost money. What PPC really does is inserts advertisements in a specific area, in Google's case, at the top of search results, so that your website is shown on page 1 of the search engine which will allow for more views. The problem; PPC campaigns cost you money based on how many people click the advertisement that has been posted. For this reason many people are moving away from PPC and trying to master SEO strategies to promote their website.
The main similarity between PPC and SEO is that the point is to get your website to the top of a search engine results page. The main difference is that with PPC that is automatic and with SEO it takes a lot of time and effort. To explain a bit more, SEO techniques are all meant to make a search engine believe that your website is relevant for specific keywords. In the long run if a website is optimized correctly with SEO then they will actually receive more profits from the visitors they receive to their sites.
The reason a good SEO campaign beats a PPC campaign is simple; relevance. When you use PPC as opposed to SEO you are sent to the top of search engines for a keyword or topic without your website actually having relevant information. This is very different from SEO. When you use SEO techniques, you are creating SEO articles about relevant topics to do with your website. A search engine will eventually find all your SEO work and rank it based on relevance. For example if you have a web page that contains the term SEO 4 million times, without being nonsense, and someone else has a web page that contains SEO 50 times, your web page is going to rank much better then the page with SEO 50 times. This is because Google has recognized SEO as a relevant term for that web page. Once you are considered more relevant for the term SEO than the other page, and someone searches for SEO in the search engine, your page will show at the top of the search results. This is actually the 3rd or 4th result from the top because SEO ranks you better for organic results that show below the featured results from PPC campaigns. This may seem like a downfall but consider that SEO does not cost you any money to do and most people do not even click the first few results.
After looking over what PPC is and SEO is you must decide between the two but for the most part a great SEO campaign that uses only white hat SEO techniques will always benefit you more than a PPC campaign.