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SEO vs. PPC: Pros, cons & an integrated approach
Not sure whether your business would benefit more from paid or organic search marketing efforts? Columnist Marcus Miller breaks them both down, providing insight into where they fit within your larger marketing plan.
A question we are often asked is, “Which is better: SEO or PPC?” This is not a question with a general answer, as it really, truly depends on your current situation, objectives and marketplace.
Certainly, we are big on SEO at Bowler Hat. My experience in this industry over nearly 17 years shows me that when done well, organic search delivers more volume at a better cost per lead than paid search.
However, this is not the marketing Wild West it once was. New businesses can have a hard time getting started with SEO, and paid search can offer a fast track to search marketing when done correctly.
For me, this all comes back to your digital marketing strategy. Understanding your prospective customers and how they use the web is key to determining whether paid search, organic search or a combination of both is the best approach for your unique and ever-changing situation.
In this post, I am going to look at the pros and cons of both SEO and PPC as a marketing strategy and provide some tips in choosing the right channel for your business. Where both organic and paid are suitable, we will take a look at how to integrate SEO and PPC for improved results from your search marketing efforts.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.