Having both SEO and a Pay Per Click strategy can be advantageous for just about any business that wins business online, whether a locksmith or an ecommerce store. Even with the most robust SEO strategy and investment a business will never achieve 100% (or anything close to 100%) of clicks from search engine users.
The Advantages of Pay Per Click
Quite simply your business gets a page one presence and you’re only charged when someone clicks your advert. This can be seriously advantageous to a new website while it is waiting to gain ranking and can also be necessary for more established websites if they have been hit with a penalty due to a virus or Penguin update.
Pay Per Click is accountable. When using Google Adwords alongside Google Analytics you can closely monitor how paid traffic is engaging with your site and setup ‘goals’ to monitor conversion rates. This tool allows business owners to quantify their return on investment far more precisely compared to other forms of advertisements such as magazines or flyers.
The Disadvantages of Pay Per Click
Your page one presence will only remain whilst you’re paying for it to be there. When your ads are paused or stopped your presence disappears which isn’t the case when investing in SEO.
Timewasters and competitors can click your advertisements which will cost money and yield no results. How much of your budget will depend on how much you’re paying per click; as Google Adwords operates on a bidding system, the more competitive businesses will be charged more money per click. A relatively niche business targeting local traffic may be able to gain exposure with a modest cost per click of under £1 whilst the more competitive business may be paying £25+ per click. Obviously the wasted clicks per day will become more of an issue depending on how much of your budget is being eaten away at.
The Advantages of SEO
SEO should be seen as a long term investment. If you choose the right SEO company or consultant they should explain to you that having a great website is the priority and not try to baffle you with jargon or the inner complexities of some aspects of SEO.
The job of search engines such as Google is to provide the best possible answer to a user who has a question or is looking for a product or service. In essence, SEO should be a logical, even common sense approach of making your website provide the best possible answer to the search engine user. Creating quality content and building site authority obviously takes time; this can range from 3-12 months, perhaps more depending on the nature of your sector and how competitive it is.
The advantage of SEO is that when investment has been made on making your website organically strong, if you stop investing, the work that has been done will remain. Although stopping SEO will impact your site progressing further, you will have achieved some long term rewards for your investment; unlike PPC where when you run out of budget or decide to stop investing your presence disappears entirely.
The Disadvantages of SEO
As mentioned above, time. SEO is not something we would recommend for anyone looking for a ‘quick fix’. It requires investment over a longer period of time and often frustrates those who don’t understand this when they haven’t seen any results after 1-3 months.
Choosing the right SEO company can be the biggest potential pitfall for many. The industry is crammed with many offering ‘black hat’ techniques along with others who simply don’t know what they’re doing. Unlike many industries, SEO consultants aren’t required to hold any formal qualifications, previous experience or training. Before paying someone to do work on your company website we recommend meeting them in person and asking what methods they will be employing to gain ranking.
If you’d like to find out more about SEO or PPC get in touch, we’d be happy to speak with you.