Why SEO May Overtake PPC
When marketing online, the methods and techniques used to achieve success with customers and search engines are always changing. With the constant shifting, methods that once made people rich may now penalize them instead. In fact, when it comes to SEO and PPC, here are 3 reasons why many people believe that SEO will overtake PPC:
1. SEO practices tend to build more trust.
SEO (search engine optimization) practices now tend to revolve around high quality content and user experience. Unfortunately, PPC (pay-per-click) practices often lack since they do not typically offer anything more beyond a banner and a single product or service. In fact, many people tend to avoid PPC ads for fear of viruses and other forms of malware.
With SEO, various pieces of content can be created and optimized to please both the audience and search engines alike. With different types of content, a business can truly connect with an audience and build a relationship that will benefit both parties. Once a trusting relationship is established, people are more likely to buy products and services from a business.
2. PPC advertisements and campaigns can be costly.
When creating PPC campaigns, you need to do plenty of testing to ensure that everything is running smoothly. While SEO requires plenty of testing as well, there are many more methods and techniques to work with. Yet, with PPC, the focus is very narrow, so it is easy to make or break the campaign.
Common mistakes that advertisers make when using PPC advertisements include:
- Using ads that are not relevant. If someone is searching for a specific term and the wrong ad shows up, it is very likely that the ad will not be clicked. For example, if someone is looking for Yodle reviews and an ad shows up about yodeling, the advertiser will lose money when the ad is ignored.
- Failing to make use of ad extensions. Ad extensions allow advertisers to add location, call, social, and product extensions to their ads to attract more people looking for specific information. Yet, despite how effective the practice can be, few advertisers seem to take advantage of the opportunity.
- Failing to use call-to-actions. Just like with any campaign, if you fail to add call-to-actions, you will have a harder time getting people to do what you want them to. It is also important that if you do use call-to-actions that you also use the appropriate language. For example, “Buy Now” has buying power while “Browse Now” does not.
3. SEO practices tend to remain more effective over time.
Although SEO practices are always changing, providing quality content and user experience tends to ensure a certain amount of success for a longer period. However, with PPC marketing, you may need to adjust the campaign on a daily basis to remain effective.
While many people believe that SEO will overtake PPC, there are many more that use both together to create a more rounded campaign. Since both methods have their pros and cons, ensuring that you can use the best of both worlds is sure to help your business grow.