SEO or PPC: What’s Right for Your Small Business?

When it comes to driving traffic to your website, you can’t go past Search Engine Optimization (SEO) and Pay Per Click (PPC).

As a Small Business Owner who’s interested in increasing your online presence, you’ve no doubt heard these phrases thrown around. But which of these two powerful Digital Marketing tools is right for you and your business?

As one of Australia’s largest providers of Custom Online Digital Marketing Services for Small Businesses, we get asked this question a lot here at Sites n Stores. Unfortunately, the answer is a little more complicated than simply just one or the other.

That’s why we’ve put together this helpful breakdown of both strategies, which should better inform you as to which of these Digital Marketing methods will work best for your Small Business.

What exactly are SEO and PPC

What exactly are SEO and PPC?

Before we dive deeper into answering this question, let’s take a closer look at SEO and PPC, and how they differ from one another.

SEO is all about getting your website to rank higher in ‘organic’ search results for target keywords in search engines, such as Google and Yahoo. Essentially, this free strategy focuses on optimizing your website and online content in a way that will get you found more easily by potential customers searching for the products and services you offer. It significantly increases your chances of Search Engines viewing your website as reliable and trustworthy, making you a more favorable choice in search results compared to your competitors.

PPC, on the other hand, is a paid form of advertising. It allows you display ads for your website in the sponsored result section of Google, then you pay a fee – based on the popularity of your chosen keyword – whenever a viewer clicks through from your ad to your website.

Ask Yourself Some Questions

Before you decide on a strategy, you need to consider several factors, such as your budget, business goals and how quickly you want to see results. Some important things to ask yourself are:

Ask Yourself Some Questions

1. How Large is Your Budget?

When choosing between SEO and PPC, you first need to decide what size advertising budget your business can support. You can set your daily spending limit as low, or as high, as you feel is necessary and possible for your business. As a starting point, a minimum of $5 to $10 a day is a firm place to start.

If you have no money to commit to your Digital Marketing, you’ll have no choice but to opt for SEO, as this is the free, or ‘organic’ way to increase website traffic. If you’re even a little tempted to invest a small amount in PPC, consider giving it go, as you will be able to determine its success quite quickly.

Average CPCs in Your Industry

2. How High are the Average CPCs in Your Industry?

As well as establishing your overall Digital Marketing budget, you should consider what other people in your industry are paying for ads within Search Engine results.

The term CPC refers to the ‘Cost Per Click’, that is, the price users are willing to pay for each click they receive on their ad. Within the free Google External Keyword Research Tool, you can use the Traffic Estimator to determine the exact cost you would incur for each targeted keyword.

For example, if you own a florist in Fitzroy and you wanted to reach people searching for the keyword phrase “florist located in Fitzroy”, the Traffic Estimator might tell you that the average CPC for that particular phrase is $1.47. This means that every time someone clicked on your ad after they searched “florist located in Fitzroy”, you would pay $1.47 for that click, or page visit.

Some CPCs are unfortunately not so cheap and can run up to as much as $20 or $30. Prices like these can make it difficult for a Small Business Owner to turn a profit, so in these instances SEO could be the better choice.

How Fast Do You Need Results

3. How Fast Do You Need Results?

While SEO has the benefit of being a free method of generating traffic, PPC has the advantage of speed.

PPC can therefore be a great choice for businesses that have a newly established website which is not yet appearing on organic search results, as it gives an initial boost. SEO on the other hand can take anywhere between 3 to 6 months to generate results, as it takes time for Google to index and rank the site.

But don’t be fooled into deciding on PPC straight away and ruling out SEO altogether. Though it takes longer, SEO will see a continuous stream of traffic driven to your website over a longer period of time. PPC will indeed give you an initial boost in traffic, but results will die away as soon as you choose to cease your campaign and withdraw your budget.

Both SEO and PPC is Better Than Just One

Sometimes Two is Better Than One

Of course, you’re not limited to using just one of these Digital Marketing Strategies. Many people are under the impression that PPC and SEO are rivals in the world of Digital Marketing, but in reality PPC and SEO actually work extremely well when combined. Their joint power can result in increased visibility and exposure, maximization of conversions, scope for more in-depth testing, and many more compelling benefits.

PPC is a great way to draw visitors to your website quickly, as its one of the most directional forms of Digital Marketing. In contrast, SEO is a long-term endeavor and requires some patience while it achieves and maintains favorable results.

It’s not that SEO is less effective than PPC, but it doesn’t offer the same sense of immediacy, even though it’s a very powerful Digital Marketing tool. SEO and PPC therefore work especially effectively when used in sync, as together they can achieve both immediate and long-term results.

SEO or PPC? Which is Right For Your Business

So, Which is Right For Your Business?

As you can see, the answer to the question, “Which is best for my business, SEO or PPC?”, is not so clear cut.

If you have the funds and the CPCs aren’t too high for your targeted keywords, PPC could be a great way for you to jump-start your businesses Digital Marketing efforts with immediate traffic. It could be your ideal solution if you’re a new business, or one that’s just established a new website, that can afford to dedicate a portion of your budget to a Digital Marketing Strategy.

While SEO does take a little bit longer to yield results, it plays a vital role in increasing and maintaining your website traffic over a prolonged period of time, so is something a Small Business should never completely rule out. It also has the added benefit of being free, making it the perfect choice for a Small Business without a marketing budget.

The ideal choice would be to use both SEO and PPC concurrently, that way you’ll be ensuring your website has a great initial boost of traffic, while SEO will offer a steady flow of traffic in the long-term.

Whichever you choose, it is important to understand that PPC and SEO are both a science and an art to master. There’s nothing to stop you from attempting to create and manage your own PPC and SEO campaigns. However, it takes an expert to craft a campaign that will really maximize your success.

A professional Digital Marketer will ensure you have a campaign that suits your business goals, targets the most effective keywords for your industry and will help manage your budget. All of this will, in turn, result in a much more superior Digital Marketing Strategy that will see your business reaping the benefits.

22 Responses to “SEO or PPC: What’s Right for Your Small Business?”

  1. Kssnk Technologies

    Hey there! I’ve been following your web site for some time now
    and finally got the bravery to go ahead and give you a shout out from Dallas Tx!
    Just wanted to say keep up the great job!

    Reply
  2. Lystra Marketing

    Link exchange is nothing else but it is just placing the other person’s weblog link on your page at proper place and other person will also do same
    for you.

    Reply
  3. Bonnie

    Is it worth using personal blogs for link building? I got told they
    are meant to be good but can’t tell if they still work post penguin
    SEO VS PPC: What’s Right for Your Small Business? – The newest addition to my RSS feed

    Reply
    • admin

      Hi Bonnie! Thanks for the question 🙂 Internal link building to your own blogs is still definitely beneficial! Make sure you take the time to ensure the right keywords are linking to appropriate and related pages. Penguin will only punish those site’s which appear to have “spammy” links, so as long as you’re adding value to your visitors experience, it’s still a very good technique to employ.

      It also doesn’t just help with link building, but also increases the overall usability, education and enjoyment of your site visitor.

      Hope you found this helpful! And let us know if there’s anything else you’d like to hear or know about.

      The Sites n Stores Team

      Reply
  4. education school

    I do not know if it’s just me or if perhaps everybody else experiencing issues with your website. It appears like some of the text on your posts are running off the screen. Can somebody else please comment and let me know if this is happening to them as well? This may be a issue with my browser because I’ve had this happen before. Appreciate it

    Reply
    • admin

      Hi Education School,

      That’s strange, we haven’t had any other comments with people experiencing that issue. Has it rectified itself now?

      Reply
  5. borvestinkral

    I discovered your blog site on google and check a few of your early posts. Continue to keep up the very good operate. I just additional up your RSS feed to my MSN News Reader. Seeking forward to reading more from you later on!…

    Reply
  6. education for all

    It’s in reality a great and helpful piece of info. I am happy that you simply shared this useful information with us. Please keep us up to date like this. Thanks for sharing.

    Reply
  7. online courses

    Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

    Reply
  8. best financial plan

    This is my first time pay a quick visit at here and i am truly impressed to read everthing at single place.

    Reply
  9. Lindsay

    I spent a lot of time to locate something similar to this

    Reply
  10. Www.dospad.net

    Thanks, it’s very informative

    Reply
  11. health care related articles

    I’m not that much of a internet reader to be honest but your blogs really nice, keep it up! I’ll go ahead and bookmark your website to come back later on. Many thanks

    Reply
  12. Carma

    Thank you for the terrific post

    Reply
  13. Jeremy

    Thanks, it is quite informative

    Reply
  14. med web

    Does your site have a contact page? I’m having a tough time locating it but, I’d like to shoot you an email. I’ve got some suggestions for your blog you might be interested in hearing. Either way, great site and I look forward to seeing it expand over time.

    Reply
  15. click here

    It’s a shame you don’t have a donate button! I’d definitely donate to this fantastic blog! I suppose for now i’ll settle for book-marking and adding your RSS feed to my Google account. I look forward to brand new updates and will talk about this website with my Facebook group. Talk soon!

    Reply
  16. tickled

    I’ve been surfing on-line greater than three hours as of
    late, but I never discovered any fascinating article like yours.

    It is lovely worth sufficient for me. In my opinion, if all
    webmasters and bloggers made good content as
    you probably did, the net will likely be a lot more useful than ever before.

    Reply
  17. Brooks

    magnificent issues altogether, you just gained a emblem new reader. What may you recommend about your publish that you made some days ago? Any certain?

    Reply

Leave a Reply