Organic SEO and PPC are both valuable options for Internet Marketing. One need not compromise one for the other but it helps to know the difference between these two options so that you can provision your resources according to your marketing goals.
Several technical implementations within the website to optimize for organic SEO and PPC campaigns are same. Organic SEO requires building inbound links, essentially more links than your competitor’s website so that your web site will be listed above your competitors in search listings. However, the number of links will not guarantee any success with getting listed on top. Search engines continuously change their algorithms and take several other factors into consideration to position your website in the search listings. With organic SEO, you cannot choose the landing page for specific keywords. A single keyword/key phrase may recur in several pages and you cannot choose the landing page for a particular keyword or key phrase.
PPC campaigns enables the advertisers to choose the landing page for specific keywords and to create the text ad according to their requirements. The listing will only display the text provided by the advertisers. Organic search results will generate their own text from the website. This text can be meaningless and may not be effective in drawing visitors to your website.
Return on Investment
The return on investment for both PPC and organic SEO can be high. The difference between the two is the time factor. PPC brings returns in short term while organic SEO requires time. With PPC campaigns, you can analyze the returns for your investment. This analysis can lead us to further improvements or changes that are necessary to improve the results. However, there is no such option with organic SEO. Search engines list different pages for different keywords at different times for different places. The results can be ambiguous, misinterpreted and leaves no scope for making changes as the results will be seen after a long time.
With PPC campaigns, there are options to target ads for a particular location. You can run or pause the ads aligning with your work hours. You can analyze the results for advertising in each location and get many more insights into your advertising campaigns. There is no such option with organic SEO. Search engines list different pages for different keywords at different times for different places. The results for organic SEO can be misinterpreted and cannot provide insights to make any improvements.
Depending on your priorities, you can provision your resources for both PPC and organic SEO. It is good to start with PPC campaigns as it gives immediate position in search listings. As your PPC campaigns show progress, you can extend your investment to organic SEO to increase the results.