SEO (Search Engine Optimization) or natural referencing, and PPC (Pay-Per-Click), are two essential elements of digital marketing. Although different, they are used for the same purpose: to increase incoming traffic to a website.
The Definition Of SEO
SEO – Search Engine Optimization – brings together a set of good practices to be carried out to optimize the natural, and therefore free, referencing of a website.
The main goal of SEO is to improve the positioning of its website and to achieve the best possible positions on strategic keywords in the results pages of search engines like Google.
SEO, or natural referencing, is therefore non-paying and is based on a strategy based on natural results linked to the quality content offered on a website, and technical optimizations to make a site more understandable to the user’s search engine.
The Definition Of PPC
PPC – Pay-per-Click – is based on paid advertising campaigns on search engines and social networks, to display advertisements for your website on target keywords.
It is therefore a marketing technique, with a determined budget and spent according to your objectives.
The more your budget will be, the more likely you will be to win the auction, and to see your advertisement displayed on your strategic keywords. Thanks to this paid model, it is possible to gain visibility and increase traffic to your website much faster than with SEO.
These two elements, SEO and PPC, can prove to be a real opportunity for your website in terms of increasing traffic and interactions with Internet users, and their use will mainly depend on the financial capacity.
With SEO, you will get results at a lower cost, but over the medium to long term. With the PPC, observe immediate results, but with a much larger budget to plan.
Competition On The Results Pages
Appearing on the first page of Google results, and even better in the first 3 results, is a goal sought by all existing websites, and represents a real opportunity in terms of visibility and the number of incoming visitors. These positions represent the best possible positioning, after position 0 of course, the ultimate place on search engines.
Natural Referencing And PPC: What To Choose?
SEO and PPC have very different advantages, especially in terms of the objectives set and the resources available.
For example, if your business is relatively new, and you want to get your brand out there as quickly as possible, then launching a PPC advertising campaign would be a better fit.
On the other hand, if you have a fairly limited budget, this type of campaign will be much more difficult to execute. In this case, it will be preferable to bet on the optimization of SEO practices, with less spontaneous but effective results in the long term.
You are of course the one who knows your needs and your objectives best, and only you can determine what would best suit you and your structure.
According to an article by Moz, for 1 click made on a paid search result, that’s 8.5 clicks made on organic search results. The difference is therefore substantial.
One might then wonder why PPC still plays a major role in digital marketing if the numbers are so stark.
It’s quite simple if you have a sufficient budget, and your objective is to make yourself known to the general public, or a new target, well the PPC system will allow you to reach a maximum of people in a minimum. of time.
With this type of campaign, if the click rates and conversions are high, then the objective has been achieved! And so it is a viable strategy for your business.
The Comparative Advantages Of Natural Referencing Compared To PPC
The studies are clear, SEO would have a more positive impact on your website. Indeed, 80% of the traffic would come from natural results on search engines, and clicks would generate 20% on paid ads. In addition, 86% of Internet users would trust organic ads more than sponsored ads.
The recurring problem with sponsored ads and therefore PPC is that the results offered to Internet users are often not relevant enough.
The ad’s title may very well match the query, but on closer inspection, we may see that it is not specific enough to answer it correctly.
With the use of PPC campaigns, it will therefore be necessary to ensure that the content is adapted to the search intent of the Internet user, and the different requests.
Competitors Or Allies?
Although catering to different goals and needs, combining SEO and PPC can be a real asset to your website. A mixed strategy could be a good compromise.
Indeed, a PPC campaign is difficult to achieve in the long term financially speaking, it could be wise to start there for a while to boost traffic and then continue only with SEO to optimize SEO on search engines.
This would allow you to benefit from optimized traffic, good referencing thanks to SEO optimizations, and high click-through and conversion rates.