By Jean Comeau

Build a website and they will come, right? Anyone who owns a website knows that’s easier said than done.

When it comes to driving traffic to your website there are at least two big options: pay-per-click advertising (PPC) and search engine optimization (SEO).

PPC refers to paying for targeted traffic via companies like Google Adwords. These companies will enable you to display ads in search results within the sponsored results sections.

SEO refers to specific actions you take within your own site to naturally increase your visibility and ranking in organic search results.

Which one should you use for your website? It’s all about your goals.

Let’s take a look at both advantages and disadvantages:

 

PPC (pay-per-click)

Advantages

1) Quick results – If your goal is to get traffic right away, PPC is a lot faster than SEO and can be setup professionally within a few days.

2) Sky is the limit– You can bring as much traffic to your website as you want (or should we say “as your budget wants”)! It also helps your business with brand recognition.

3) Targeted traffic– The nice thing about PPC is that you can create different ads for different targets. It’s very easy to create different ads for different keywords and demographics.

4) Testing Capabilities– Some businesses don’t need SEO as the competition for certain keywords is so low that PPC is cheaper and faster than SEO. It’s also very easy to test your target markets with different landing pages and learn from their behavior.

5) Maximize ROI– Since you pay when someone clicks on your ad, it’s easy to manage your ROI. It’s also a very efficient way of knowing your customer acquisition cost.

Disadvantages

1) Expensive – In the long run, PPC is more expensive than SEO. Also, We’ve seen misguided clients spend thousands of dollars without results because they didn’t know what they were doing (it is complicated).

2) Complicated– Trying to raise your Google AdWords Quality score on your landing page is a whole different story and most have to call in an online marketing expert to get the job done.

 

SEO (Search Engine Optimization)

Advantages

1) Cost Effective– The main advantage of SEO is it cost less than PPC in the long term. Once your website is on Google’s first page, you don’t need to pay for PPC anymore! You will also benefit from higher ROI.

2) Permanent Results– Unlike PPC, SEO is permanent. You might need a little maintenance once in a while, but usually SEO results don’t change that much.

Disadvantages

1) Time Consuming– Depending on many different factors, it takes time to get on first page. Whether your domain name is new or old also makes a difference. Not only does it take times to get there, but you also need time to create content, relevant back-links and make sure all of your code is SEO friendly.

2) Control– You have no control on the results. Your position is unpredictable as Google’s algorithms change all the time and even then, you don’t control Google!

 

In conclusion

So have you decided what would be the best option for your business? SEO or PPC? A rule of thumb would be: “How fast do you need results”.

Still not sure? Don’t hesitate to contact us, we will be happy to take a look at your website!

St. Catharines Web Design

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