Okay, let me start by explaining what each one is:

SEO – Search Engine Optimisation, is all about optimising the pages of your website so they appear higher up in search results (below the adverts), for certain search terms and keywords on Google.

Google Ads or PPC – PPC stands for Pay Per Click, and are the ads at the top and bottom of search results in Google.

These are both extremely powerful marketing tools, and choosing to use just one of them is not the way to go. How would you even compare, and choose, one of two available tools that each have distinct advantages? You can’t.

PPC is instant; you have a lot of control over it, and you get a lot of data from it – but it costs you money every time someone clicks on your ad, so it’s really important that you optimise your ad so that only the right people are clicking, which in turn means you’re getting a good return on your investment. This means managing your ads, preferably daily, and not just setting up an ad and leaving it run without any further thought. You’d just be burning money by doing that, basically.

SEO, on the other hand, doesn’t cost you a penny when somebody clicks on you in their search results on Google, but SEO takes time and skill, it is the longer game.

Questions

Why would you use PPC when SEO is free?

Not everyone clicks on the first results they see, and not everyone will click on an ad, purely because they can see it’s an ad – some people want to look at organic search results and scroll down the pages. This is where SEO comes in. Bear in mind, though, that the internet is a highly competitive market, and everyone wants to be at the top of page 1, so it can take time to get there using SEO, so using PPC whilst your work your magic on SEO will give you that instant page one presence.

On the flip side, believe it or not, some people don’t go past page 1, or even the first half of page 1, of their search results. They don’t want to scroll, they just want a quick solution, so PPC really works for these people.

So a mixture of SEO and PPC together is a sure fire way of making sure you’re seen by a wider audience, and a smart idea for your marketing.

It’s all about keywords

With both SEO and PPC you are aiming to get your article or advert to the top when someone types in a certain word or phrase, and this is where a lot of people fall into a trap of low performance and high costs, as they go for the most obvious keywords. These ‘obvious’ keywords are the ones most people choose for their SEO and PPC, so the competition is high on SEO and the cost per click on PPC is hugely inflated. So mix your SEO and PPC keywords up a bit, by all means go for a few obvious terms, but also carry out some research to find the less competitive words and phrases that won’t cost so much on PPC or take so long to get you to the top pages with SEO.

Keywords Research

Keyword analysis

The way you find the right keywords is not to pluck them from your mind, there are several online tools to help you find keywords, they even tell you the estimated search volume and how competitive each of the keywords is.

Another good idea is to carry out competitor analysis on the market leaders in your industry and see which keywords and phrases they go for. You don’t have to copy them necessarily, but it will give you an idea of where you stand against them.

Conclusion

The leading players in your industry will almost certainly of invested heavily in both PPC and SEO to get to where they are now. You can do the same thing, but neither SEO or PPC is a five-minute job, it takes time, skill and patience so start now and harvest the results later. Don’t be tempted to play at either SEO or PPC, both can cost you dearly, but the future costs to your business, for not investing in SEO and PPC will be far greater.

If you would like more advice then please get in touch and ask to speak with our SEO and PPC team, they will be happy to help you: 01455 561 561.