To tell you frankly, it depends on the context. If you are a startup and feel edgy, PPC will help ushering in quicker results. If, on the other hand, you are a veteran and have weathered many winters, you can wait to see SEO working for your outfit in a slow but steady stream. Nevertheless, even though people discourage sailing in two boats at the same time, I would suggest you go for both because both of them have been sired by the same source, namely SEARCH. It also depends on your preference and penchant for what you really crave for. For instance, do you prefer a solid online presence or will opt for traffic that delivers qualified leads? Alternatively, you may be hooked on visitors searching with smartphones. In fact, whichever way you may like to go, the blood brothers SEO and PPC will help you reach your goal.
Those who prefer solid online presence are most sensible online business persons. Their very life depends on online presence 24 x 7 x 365. Studies reveal that more than 81% of consumers (and around 19% of online window shoppers) research a product or look for services through the internet before closing a deal. Needless to say, both SEO and PPC are responsible for this favorable action.
Also, people are apt to have credence on results obtained from an organic search for the simple reason that these have actually been earned, rather than having been bought with money and hence could be spurious. They are also doubly assured that the algorithm that determines ranking is a mathematical formula having no scope for outside interference. And that’s precisely why 68% of searchers choose one of the top 3 search results. No wonder most buyers feel hesitant to deal with small businesses having meager or no online presence.
As for PPC which not only can assure results at the drop of a hat but also reassures potential buyers that they have a dependable and reachable online presence. At the same time, it is quite relevant for startups that are in essential need of acquiring quality leads as fast as possible to build up their organic foothold.
Those who opt for traffic that delivers qualified leads are equally sensible about their convictions since search engine marketing (organic or paid) offers quick qualified inbound leads. These reportedly pay off as search engine marketing is regarded as the most effective sales channel for 85% of retailers.
However, there is a big difference between organic and paid results. Those who favor organic results are usually not the buying type, whereas those who click on paid advertisements tend to make immediate purchases. In fact, paid results account for 64.4 of clicks for keyword searches that reflect plain commercial intent, suggesting that users who make up PPC traffic do not consist of onlookers but are genuinely seeking for a product to buy. Plus PPC is endowed with speed and action. Nevertheless, web internet services can not be ignored because of lack of speed. While PPC results are short and quick, SEO effects are long and steady – may be slow and tedious.
Those who are hooked on visitors with smartphones are equally benefited by SEO and PPC. As of late, around 61% of all searches occur on handheld mobile devices, while 51% of such searches end in closing deals. Needless to say, local SEO strategy works skillfully behind these happenings. PPC has a special role to play to in this field. Studies have revealed that click through rates are much higher on mobile than these are on desktop PCs. On a mobile phone, the usual click through rate of a paid as 5.8% as compared to the click through rate of a desktop ad that hovers around 2.29% only.
If you intend to have the right results, you need to plan a holistic campaign containing both organic and paid strategies at the same time. While organic search can prove to be most effective in stabilizing traffic and long-term lead generation, paid will serve you best for getting noticed post haste as also for targeting determined buyers. By using SEO and PPC together, you may be reasonably assured of reaching your goal swiftly and steadily.