In recent times, we are observing new startup ventures opening at a very high rate. There’s a joke about our startup city, Bangalore that in the morning traffic only the city grows 10-20 startups daily. However, it is sad to observe how fastly some potential startup ideas are being slammed by the established firms. If you are a digital marketer, you probably know the reason already, however it is not clear to many. Let’s say you have just got a very fantastic business idea that can change the lives of masses, but still, you’re scared of how to do so? The very first step to reach to masses in this digital era is to make an online presence and more important it is to identify and reach the desired audience. There are namely, two ways to reach the target audience, via SEO (organic traffic) or PPC (pay for traffic).
How to know which to opt for and when? Herein, we have researched and jotted down some simple hacks via which you can know whether to let the traffic grow organically or get it via paying for traffic.
“The entrepreneur always searches for change, responds to it and exploits it as an opportunity!” – Said truly.
First of all, it’s essential that we clear the basics of SEO & PPC.
Search Engine Optimisation- (Organic Traffic)
SEO is nothing but a way of marking relevant content as per various search engine algorithms. People who don’t know how to create a search engine friendly platform, often claim assaults like SEO is of no use, or Google keeps changing its algorithm (BERT Update), and hence its really tough to rank of useful keywords, etc. But, if you think from a customer’s perspective and come to Google’s homepage to search for “best digital marketing agency in Delhi NCR”; and Google reverts the first 5 links of best digital marketing institutes in Delhi NCR, will it be of any use? Nope. So the simple logic behind making a platform SEO friendly is to state that your platform is made for people not for bots!
When you build up your website and put relevant content in it, publish your name, address and place (NAP) correctly, smartly stuff some relevant keywords in the content; Google shall quickly identify that your platform is relevant to people and hence move your page upwards.
Pay Per Click Advertisement- (Pay For Traffic)
PPC is a method under Search Engine Marketing (SEM) wherein, brands or businesses pay the advertisement publishers a certain amount whenever someone clicks on their ad. It is a pay as you go functionality offered by various advertisement publishers like Facebook or Google. Sometimes low domain authority is a factor due to which websites can’t get enough organic growth, for these cases, it is advisable to go with pay per click ads.
The cost is defined as per the keyword difficulty or say keyword popularity. Higher the popularity of a keyword, the more the brand has to pay for showing an ad for that keyword search.
SEO Vs PPC Comparison-
- As per Power Traffick’s statistics, the top 3 adverts on Google homepage get 46% clicks out of the total clicks on that page. This data goes in favor of PPC ad methodology to pay for traffic on websites.
- PPC may sound an expensive marketing strategy but it yields equally in return. It is said that brands earn $3 on every $1.60 spent on paid ad campaigns. So, again we have a pointer favoring PPC.
- PPC is immune to Google’s algorithm updates! Whoosh! It is surely difficult to keep pace with the speed by which Google updates its search algorithms. To date, Google has updated its algorithm 3,245 times (2018 stats). In case you choose SEO over PPC, make sure you stay up-to-date with these updates.
- Approximately 80% of people ignore paid ad results, they tend to click more on the organic Google results. Trust favors organic growth via SEO.
- SEO is almost a no-investment methodology and hence its ROI is a slow process. Only when your blog content is bit old and established authority amongst readers; it can help you earn some amount. But, once a certain number of readers is reached, there is no bar how high can blog earnings go!
- A total of 88% of searches for local businesses via mobile devices gets a visit or call in the next 24 hours. So SEO has various branches and local SEO is surely gaining new highs recently. If you optimise your website correctly for mobile devices, you can certainly expect a certain growth in your business.
- 615 million people use adblockers in their browsers! From a customer’s perspective, adblocker is a very efficient way to browse clean content; but it is a terrible fact when you are investing in PPC. Due to this many targeted customers never get to see your ad, leave clicking! Moreover, the usage of ad blockers has grown by 20-30% in the past 3 years.
Many facts we have stated above, but to the conclusion, it always comes to be a niche-specific method. Neither of PPC or SEO is a strategy that may harm your business in any way. What you have to do is entangle your priorities and see if you have to wait patiently for the traffic to come; or you want to pay for traffic and get aggressive growth on your website?