The internet has revolutionised the world of business, but to capitalise on the opportunities offered by the web, you need to drive traffic to your website. Your two primary options are search engine optimisation (SEO) and pay-per-click (PPC) advertising.
Broadly speaking, SEO refers to the strategy of optimising your content for the web to rank highly in Google’s organic results, and PPC means paying for your result to appear in the sponsored results section at the top and right-hand side of the page when somebody searches for the keywords you’ve targeted.
Both online marketing strategies have their pros and cons, but the statistics detailed later in this article might shock you. According to various studies, SEO strategies are more cost-effective and valuable than PPC adverts, yet companies invest far more heavily in PPC than its counterpart.
To provide market-leading SEO services in Sydney and Australia, it’s important to create bespoke online marketing strategies which incorporate both SEO techniques and PPC advertising, making it clear where your capital is best invested.
Below, we take a look at the differences between SEO and PPC regarding their ability to convert, the speed at which they start showing results and how they compare in price.
How Do They Convert?
When we talk about conversion, we mean how many search result clicks achieve the desired effect. For example, you might want to know how many people signed up for your newsletter after clicking on your link displayed on Google’s results page, or you may just be interested in generating sales. Regardless of why you want to entice clicks; the higher the conversion rate, the better.
The following statistics from a study by Enquisite will give you a good insight into how SEO and PPC strategies convert:
- Organic searches generate 8.5 times more clicks than paid search results on a keyword parity basis (this doesn’t include results with zero paid adverts).
- On average, PPC adverts convert 1.5 times more often than organic clicks, which is likely due to paid content being optimised for conversion by the advertiser.
While paid search results are slightly more likely to lead to conversions, organic results are much more likely to be clicked. According to Enquisite, the numbers above mean that “the opportunity from organic search is 5.66x that of paid search.”
Despite the fact that ranking highly in the organic results is apparently much more valuable than being listed in the sponsored results section, businesses still spend significantly more on PPC advertising than SEO strategies. Every year, companies only invest between ten and 12 percent of their advertising budget on SEO strategies compared to up to 87 percent on PPC adverts.
In conclusion, most of us are still spending the majority of our online marketing budgets on PPC even though SEO is more valuable. Does this mean that there will soon be no place for PPC advertising?
When to Expect Results
One of the most significant advantages PPC has over SEO is its ability to garner results quickly. When you pay for an advert to appear on Google, you can appear on the first results page for your targeted keywords in less than a day. Organic clicks might be more valuable, but it takes time for SEO strategies to start being beneficial.
Depending on your target keywords, it might take weeks or even months of work before your website starts appearing high in the organic search results, which is why hiring SEO services in Sydney, Australia can be a more than worthwhile investment.
If your search terms are too broad, for example, “plumber” or “electrician,” it could be next to impossible to rank highly, as any reputable SEO Sydney services would tell you. However, if you narrow your search terms down to specific services and particular areas, such as “drain unblocking in Sydney CBD,” you’ll have a much better chance of finding yourself on the first results page and being seen by your target customer.
PPC adverts, on the other hand, can start to appear on Google’s first results page within a matter of hours, which means PPC advertising does have a place in the world of online marketing after all. If you’re launching a new company or want to spread the word about upcoming special offers quickly, then PPC advertising will be required.
However, just because SEO strategies take time to get results doesn’t mean they’re not worth your attention.
SEO is a long-term and ongoing commitment, but if you stick with it, the benefits will be plentiful. Organic results are more likely to be clicked by a user who wants to know who you are and what you have to say, and it’s this trust-building strategy that helps you build a large and loyal customer base. The best way to ensure your SEO methods fetch results as quickly as possible is to contact the experts for SEO in Australia.
How PPC and SEO Services Compare in Price
Some PPC strategies cost more than the SEO alternative, and vice versa, making it almost impossible to tell you which is the cheapest strategy to employ. However, as you can see from the information above, ranking highly in the organic results is much more valuable than having a sponsored PPC advert. Plus, while it’s impossible to say how the strategies compare in price, the data from Enquisite shows that companies spend 45 times more on PPC agencies than their SEO counterparts.