Search engine optimization (SEO) or pay per clic advertising (PPC)? Which one should be preferred? The answer is not as clear as one would like and depends on several criteria. Nevertheless, both are an integral part of a good search engine marketing (SEM) strategy.
When we want to improve the referencing of a website, we try to ensure the best possible position in search results. To do this, two complementary methods are available to companies: PPC and SEO.
Whether natural referencing or commercial links, these two marketing strategies improve a website’s positioning on search engine results pages. When a company is well located on search engines, you will quickly see an increase in traffic to your website.
Another significant benefit of a good search engine marketing (SEM) strategy is the improvement in click-through rates. However, unlike PPC, SEO provides a clear strategic advantage over competitors less well located or who pay to be at the top of results, because of the trust that customers place in companies naturally positioned among the first search results.
SEO is said free in the sense that Google and other search engines do not charge clicks. PPC is more expensive, although it is possible to set a maximum daily budget.
In fact, despite the money invested to improve the SEO of a website, the cost per click remains low because the return on investment (ROI) is excellent in the long term. Indeed, the durability of the results is undeniable and the so-called “natural” traffic does not automatically stop the day a company stops paying to improve its natural referencing, which is not the case with commercial links. On the other hand, what SEO saves in cost must be reinvested in time.
The main advantage of the PPC is that it offers the possibility of targeting your customers precisely, unlike SEO which, despite all the efforts made, remains at the mercy of search engine algorithms. Indeed, the positioning of a site in natural referencing depends on the algorithm of the search engines (remained secret) which evaluates the quality, the relevance and the interest of the contents of a Web site according to the key words chosen by the Net surfer. Customer targeting is therefore more vague and diffuse and the company has less control over it. With commercial links, as long as the company pays for the advertisement and positioning, they have full control over the targeting of customers and keywords. It therefore depends much less on search engine algorithms, which provides greater flexibility to the company that would choose a strategy based in part on PPC.
By working the SEO of a company on search engines, the credibility of a company in the eyes of a potential customer is improved. This will make the client more likely to trust a company that is well located in the search results. The notoriety of the company is thus greatly improved.
In short, the main difference between PPC and SEO is in the time and money required to propel a website to the top of the search results. PPC is expensive, but fast, while SEO is inexpensive, but requires much more time investment.