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Organic SEO VS. Pay Per Click: Which Search Engine Strategy to Choose?

Are you looking for a Search Engine Strategy for your business? I should probably start this blog with a disclaimer, DigiEnable sells Organic SEO services. Why? Because we believe it’s the best way for a business to keep fresh leads coming into their website, long term. However, if you’re looking for quick results or marketing a short term project, Pay Per Click (PPC) may be a much better solution.

The online marketplace has been around for some time now, and has moved beyond being just a novel marketing platform to try and gain a few extra eyeballs on your products, to becoming an essential and influential component of global business today. Over 80% of all purchases involve the use of a search engine, the huge majority of these are through Google, if you’re not easy to find online, it could be costing you a fortune.

Brands and businesses have become obsessed with this one goal on search engines: to get to page one or the top spot of search engine results. And why shouldn’t they? Being on top of the results ensures you’ll get the attention and trust of your target customers, more than the others at the bottom of the list—or worse, on the next pages. Did you know that 91% of searchers never go past page 1? That’s where the saying “The best place to hide a dead body is on Page 2 of Google” comes from, not the most tasteful of references but I’m sure you get the point.  

Search Engine Google Page 2 meme

If you ask any seasoned marketer, they will tell you that the road to high search engine rankings involves every campaign, strategy and publication that your business produces, even those that are not even remotely associated with the online space. That’s anything you do or say that encourages people to type in your name or your brand in the search box, or click on the link that’s linked to you, will have an impact on your online rankings.

For many people, however, it all boils down to two marketing strategies: one, through search engine optimisation (SEO) which, when done well, can get you to high rankings in the regular search results; or two, through pay-per-click (PPC), which makes use of paid ads and sponsored links to likewise get to the most prominent results of Google search.  The solution you choose for your business should be based on your needs and what’s best for your business.

Pay Per Click works best when:

  • You need to see the immediate movement of visitors coming over to your site.
  • You are promoting an offer for a limited period of time, such as an upcoming event or special offer.
  • You are just starting out and you need a boost to give your campaigns a head start. 
  • You want to control your marketing spending to the last pound; just as the name suggests, you only pay for every click you receive.

Meanwhile, SEO is recommended when:

  • You are looking for a long-term, sustainable, high-impact solution.
  • You want real results – a study by GroupM UK and Nielsen reveals that only 6 percent of total clicks from search engines come from paid links, while 94 percent of clicks come from natural search.
  • You are willing to invest in time and resources to establish ongoing content and marketing campaigns.
  • You want to obtain consistent results, earn higher authority for your website, and build and nurture relationships with customers.  

One point that we have to stress is that PPC is only effective as long as you keep paying, while SEO continues to work long after the work has ended. For many businesses it’s not even a choice of one over the other, you can actually build better campaigns when you learn how to mix and match PPC and organic SEO, to serve the various but interconnected components of your business.

If you’d like to know more about how a Search Engine Strategy can help your business generate new leads on a consistent basis, get in touch today

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