Google is the most popular search engine in our daily life. According to research, its market share in similar search engines on computers and mobile phones is as high as 74.80% and 80.79% respectively. When I searched for SEO on Google, I can clearly see that the first few links on the page are advertisements. Some may ask, in what order these links are ranked, which introduces two concepts: SEO and PPC.
There are two main schools of search engine marketing (SEM): one is the auction-based advertising model, also called pay-per-click advertising (PPC), and the other is SEO, which is the search engine optimization promotion model. SEO has two skills: black hats and white hats. Black hat technology includes: hidden content, meta keyword stuffing, door pages (hidden real content) and link farming. White hat technology includes: high quality content, proper use of headlines and metadata, keyword research, use of keywords in all elements of the page, and high quality inbound links. Many people want to use the two together to achieve the best results. However, each has its own significant shortcomings and advantages.
Most surveys show that users are more willing to click on the results of natural search, and the page conversion of natural search results is relatively high. If an SEO is built on a solid foundation, its end result will be long-lasting and the benefits will be better than any PPC campaign. In addition, SEO promotion can create external links that allow many websites to link to their own websites. The cost is lower than PPC, but the revenue is long-lasting and stable, which can bring higher return on investment to customers. The amount of traffic is also completely free and there is no need to pay for clicks. However, under this method, the search engine’s ranking algorithm for natural results is unstable, and once it changes, some websites will be affected. SEO can’t be effective immediately. At the beginning, it attracts people’s attention at low cost. However, the search engine’s continuous improvement of its ranking system and the optimization cost are also getting higher and higher. This is the most obvious performance on popular keywords.
PPC is the best way to make money for people who are proficient, and it can get the fastest benefit at the lowest cost. First, PPC ads will see results quickly and easily control ad position. You can control the ranking by adjusting the keyword bid. Secondly, PPC advertising traffic, ad ranking and advertising performance are more stable and predictable than search engine optimization. As a result, PPC has become one of the most popular forms of advertising media on the Internet. However, due to the popularity of this advertising model, the competition is very intense. The price per click of some popular keywords is very high. In terms of long-term effects, the return on investment income is not as good as SEO.
Galen mentioned the impact of B2B’s search engine on the company. I think the best marketing method is to combine the two. You can first use the SEW marketing and then use PPC advertising to drive users to improve the website ranking. Sometimes, when optimizing a new station or starting SEO optimization, the best way to improve your natural search rankings is to use PPC. After that, use SEO to stabilize the revenue of the website, which will enable the company to have a better reputation and promote future development.
My question is: what’s your opinion about the marketing of SEO and PPC? Which one would you agree with more? 🙂
marketing 
Hi,Tina. A nice blog which you described, and you totally wrote advantages and disadvantages of SEO and PPC. For me, I think the SEO is better, even the PPC is more stable,but it’s more expensive than SEO. The functions of the SEO is improving, which are already reached our requirement.
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Thank you for agreeing with me! I appreciate your opinion. Everyone has different preferences for SEO and PPC. For me, I also tend to SEO, because in my opinion, PPC means paid advertising. I don’t like the ads that are pushed. Its quality is not very good in Many times.
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Hi Tina. At present, I prefer PPC to SEO, cause as we are in the era of explosive amount of information, SEO is getting harder and harder. Also, I’m wondering if one buys the PPC service for one month and many people click at his link because it’s at the top of the page. Then after the month he paid for every click he bought, he would probably still rank high as he got many visits in the former month, if his content is really good. So, the effect could actually last longer than he paid for.
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I agree with you. In my opinion, one of the big advantages of PPC is that for emerging companies, as long as they pay for search engines, they can get more exposure. This is a key factor in the company’s initial operations, and it can win in the same category by these action.
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Hi, Tina, I am glad to make a comment on your blog. As for me, I think PPC is a better one to do search engine marketing. Because it is more stable and predictable than search engine optimization. For customers, they are will to be given a direct advertisement. Marketers can control the ranking by adjusting the keyword bid. So I prefer PPC.
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Yes, this is a significant feature of PPC, and marketers can visually see the benefits of PPC. At the same time, customers should also be considered, such as whether they accept such paid rankings.
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Hi Tina, I prefer SEO more. When I search on SE platforms, I never click on the paid/unpaid ads and would directly click on the organic results. However, looking from marketing perspectives, these two approaches should be taken into consideration since users’ habits are identical. You made really good points of combining the two ways together to get a higher attention from users. Yet, the business itself needs to keep themselves up ready for this as we don’t like to see the loss on pay per clicks exceeding the revenue.
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Thank you for agreeing with me! I appreciate your opinion. As a customer, I also prefer SEO this natural way, not as a form of advertising. But as a company’s marketer, we have to consider the large amount of exposure that PPC’s approach brings. This is very difficult. Different people have different opinions, and the most important thing to achieve success is to make customers acceptable.
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Hi Tina, very nice post! SEO and PPC have their own benefits, but I think that only by combining these two methods will a company’s marketing be better. Because each customer has their own search habits. However, these choices must also be based on the company’s budget.
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Yes, diversified marketing is always the most popular and can take into account the feelings of customers from different perspectives. Of course, the capital budget is also a very important aspect, so more companies will not always use PPC, but combine the two, which is also a cost-saving method.
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