Some people say you have to do SEO, some people say you have to do paid advertising.
Which one is better?
What I am talk about in this article will probably not be the answer you’re expecting. Let’s start by going over the difference between paid advertising and SEO.
Which is better, which one is not so great and why should you be leveraging any of them. All great questions!
Let’s start with paid advertising such as Google AdWords ads.
The four main pros of paid advertising are;
1. It can scale up as quick as you want and as you’re willing to spend more money, you get more traffic. When you start a paid advertising campaign you get that traffic as soon as your ads go live.
2. You can target any region that you want with paid advertising. If you only do business
in Brisbane, on the Sunshine or Gold Coast, Tweed Heads, Sydney, Melbourne or any other place for that matter, you can only do ads just for that location. If you do business in a specific city you can also have your ads only show up within that city. That’s a beautiful part about paid advertising.
3. You can leverage ‘day party’ advertising times. Day party isn’t common and most people aren’t familiar with it and are not using it. If your business is only open from 8 a.m. to 5 p.m. and you’re looking for phone calls why would you want to pay for ads being clicked on at 6 p.m? Day party ads allow you to pick what hours you want your ads to show up. The last thing you want to do is be spending money during times that you’re not able to take the call.
4. This is my favourite part about paid ads! You can be very aggressive with your landing pages. SEO landing pages that typically rank on the top of Google are very long in content and have 2,000 words plus. With a pay per click landing page of 2,000 words, people aren’t likely to convert into a customer or a lead or a sale. They’re probably going to read your content and that’s not what you want. You want them to buy and that’s the beauty of pay-per-click. With pay per click you can have a very aggressive landing page that focuses on your service, your offer, your product. This helps to get people to convert at a much higher rate given the percentage of how many visitor you get.
Let’s look at SEO
There’s a few advantages of SEO;
1. Even if you slow down on SEO you can keep getting more traffic over time. That’s the beautiful part! Alternatively using paid advertising the moment you stop, so does your traffic. With SEO, if you slow down all that traffic that you built up doesn’t go away. You can still maintain the traffic flow for a while, but not indefinetly.
2. SEO traffic is free and here’s what I mean by free. Yes it does take time and energy with keyword research, competitor analysis, link building, content, citations etc…but it’s free traffic. If you only do local SEO, overtime you’ll notice that your traffic goes up.
3. The big benefit is the majority of people prefer organic listings over paid listings. Data supports this based on traffic and click through rates.
You can read more about SEO in this article about SEO Strategies.
Which is Better for My Business?
Now you’re probably wondering which one should you do? Well, with pay-per-click you’ll find that you can scale up and down much quicker. With SEO it takes longer.
Employing paid advertising, you can control the type of audience that comes to your landing page. With SEO you can you pretty much get a mix of everything. It could be some people from another city that you may not be selling your products or services in may enquire.
So, you can’t necessarily control this as closely as you can with pay per click.
With SEO traffic it’s not guaranteed algorithms can’t slap you once you’re doing well.
Pay per click traffic doesn’t always last. Yes, you can maintain a portion of it but it may go up or down and you can get your ads pulled down. But it’s very rare because you’re giving the search engines money to show your ads.
You’ll also find that paid scales really easily, once optimised while SEO takes a lot of time. With SEO you have to write and post regular content, and manage it. You have to manage pay per click as well, so nothing is set and forget.
Let’s go to the ultimate question… is it SEO or is it paid?
Which one should you be leveraging? Well, the answer is both! If they’re both profitable why wouldn’t you leverage them?
If paid advertising is profitable that means SEO is for sure. You want to leverage not only paid and SEO, you want to be leveraging any marketing channel that’s profitable and works that you can keep scaling.
So when people say “oh…SEO is better than paid advertising” it doesn’t really matter.
Leverage all the channels that are profitable for your business.
Back in the day you could just leverage your SEO and build a business. Or you could just leverage paid, however now there’s so many businesses appearing online and it’s so competitive that you have no choice but to leverage all the channels out there.
From Google AdWords, to Facebook Ads, to SEO, to content marketing, to social media marketing, to email marketing, to push notifications… the list keeps going on and on.
That’s the only way you’re going to succeed …omni-channel marketing. That way you’re leveraging all the channels, within reason.
So there you have it! Which one’s better?
It doesn’t matter you want to leverage all of them, it’s just a matter of what you start with based on your business.
If you have any questions on paid or SEO or any marketing related questions let me know.