Pay-Per-Click (PPC) advertising and Search Engine Optimization (SEO) are the two primary options to consider when strategizing on boosting the traffic to your blog or website. Some individuals have been paying for more traffic using the PPC form of advertising provided by Yahoo Search Marketing, Google Adwords and others. The marketing allows a display of ads in the sponsored results sections of the search engine result pages. This form of marketing requires the website owner to pay a fee depending on the competitive nature of the selected keywords or key phrases – that is after a viewer has clicked through the ad for your website.

SEO is the other alternative method that helps people to boost traffic to their websites without incurring any additional costs. For your website to rank high in the natural search results section – which appears next to the sponsored results section – you have to observe all standard SEO best practices. Ensure that your website appear on the pages more often and more prominently. It will take a longer time before your website ranks on the natural results first page, but the investment is worthwhile.


Choosing between PPC and SEO:

When choosing between SEO and PPC, you have to consider your budget and needs. If you need more traffic within a shorter period and you are willing to pay more, you should go for PPC. Although SEO takes a longer time, it is better when operating on restricted budgets. The following are the factors to consider when choosing between SEO and PPC for website marketing:

  • The average cost-per-click (CPC) in your industry:

To see your website traffic grow, you must decide on the advertising budget you can support. Set the daily advertising budget as low as you would like, but starting with a budget between $5 and $10 per day is always a better idea. But if committing any amount of money to advertising is hard, you should stick to the available SEO free methods.

Because PPC has a learning curve, you should start with the small highly targeted campaigns and tie the PPC campaigns to a Google Analytics account. That way, you will know the conversions originating from PPC visitors. You will also tell whether your return on investment is negative or positive.  

  • The size of your website promotion budget:

Apart from setting the overall advertising budget, checkout the amount individuals within your industry are paying to rank high. A large percentage of the available PPC platforms allow users to bid on what they can pay for every keyword click – the fee is known as cost-per-click (CPC). A quick example: if you are targeting individuals searching for “dental help online,” a good idea would be to use a Traffic Estimator within Google External Keyword Research Tool and to ensure that the cost per click stands at around $2.

During your research, keep in mind that the CPC can be over $28 for a single phrase. The prices have made it hard for most advertisers to rely on PPC traffic. If you are operating on a limited budget, SEO should be the best option.

  • Competitive nature of SERPs within your niche:

When choosing between PPC and SEO, you have to consider the competitiveness of natural Search Engine Results Pages (SERPs) for your target keywords and keyphrases. To do that, key your keywords and key phrases into Google External Keyword Research Tool. That alone will provide you with the estimated level of competition and the total number of marketers bidding on the keywords in addition to the average CPCs.

If you are in one of the most competitive industries, you might find that the authority websites have already dominated the results pages for particular target keywords. It can be hard to displace those websites without significant investment of money and time. In such scenarios, it makes sense to pay for more traffic through PPC promotions. However, investing in both is more beneficial.


The bottom line:

As a business owner, you should focus more on achieving conversions whether your aim is to sell more products, get more email newsletter subscribers or influence people to take a particular step. In other words, you have to actively test your website variables to improve the conversion rates. For your website traffic to generate data, you might need to buy traffic through PPC.

PPC marketing also protects your websites from the regular SEO algorithm updates.  Whenever Google or other search engines change their website ranking algorithms, you will not lose your ranking, which is the case to expect with SEO form of marketing. Whenever you pay for web traffic, you will be certain that the stream of visitors is steady.