Should I Focus on SEO or PPC First?

2019/07/21 20:00



Both SEO and PPC are proven tactics for driving more targeted leads to your website but when you only have a limited amount of time and resources, what should you be focusing on first?

Here is a quick comparison to help you decide what’s right for your brand.

SEO vs. PPC – What to Focus on First

Search Engine Optimisation

SEO can be a little intimidating because it has so many different elements, plus it takes time to reap the rewards. However, according to Search Engine People, over 90% of all interactions on the web start with a search engine. Online users also perform well over 3 billion searches every day.

Let’s look at some of the benefits of focusing on SEO:

  • Increase Brand Authority. A large percentage of searchers skip over ads and head straight to search results, which means if you’re getting SEO right, your website will show up near the top anyway.
  • SEO is a sustainable marketing tactic and by being consistent, you can outshine your competitors without having to pay for advertising.
  • Bigger ROI. It may initially cost more to get a good organic footing but once you do, all of the organic clicks that you receive going forward are 100% free.

Pay Per Click Advertising

PPC is the process of creating ads on Google and platforms such as Facebook and paying for every click that is generated. Running PPC ads gives you instant access to a very large market. Google alone can give you access to a network of over 2 million websites and applications.

Let’s look at some of the benefits of focusing on PPC:

  • Faster Results. If you have the budget, you can place your website at the top of the SERPS much faster than if you focused on SEO alone.
  • Enhance Your Reach. While SEO only focuses on search engines, PPC will extend your brand’s reach to other websites and networks.
  • Make a Visual Impression. If you’re running an ecommerce site, Product Listing Ads will give your brand visual representation in search results.
  • Freedom to Test. A/B testing is a lot easier to do when you’re running PPC ads.

The Verdict

The majority of brands will be able to derive value from both tactics. It’s more a case of deciding how you would like to split your time and your marketing budget and what your goals are.