For many companies with significant budgets, pay-per-click advertising (PPC) is one of the best ways to instantly gain traffic and attempt to improve business leads. While PPC has numerous advantages to competitive sectors, and the tactic has the tendency to produce strong results, sadly, many companies can become too reliant on the tactic. Focusing more on short term gains with PPC can damage search rankings and overall, long-term performance. We take a look at some of the key reasons that companies must prioritise search engine optimisation (SEO) over PPC in order to increase brand awareness, business leads and raise revenues.
SEO involves the building of links, leads and the creation of a host of content to improve overall search rankings. The creation of trusted, optimised content, can result in your company improving in the search engine rankings and generating more organic traffic to your site. However, building up a trusted site takes time and effort, so is it really worth investing in a long-term strategy such as this when you could just pay for traffic instead?
To put it simply, yes.
According to a study by BridgeEdge data, organic search is responsible for around 51% of most website traffic to a site, with paid advertising amounting to just 10% of all traffic. Therefore, it is more beneficial for a company to rank organically in search engines than pay for short-term leads. As well as this, a site is also more likely to be trusted by potential customers if found organically, which could develop your brand and lead to customer retention in the long term.
So, should I use PPC at all?
While PPC can generate quick leads and can be beneficial if a business has a new campaign or launches into a new market, in the long-term PPC can be much more expensive and offer less return on investment than a tailored SEO strategy. As well as this, competitors can also target your PPC campaign by investing in similar keywords, meaning that your returns can vary greatly. While a mix of both tactics can be advised, and can be beneficial, a business with a strong search engine presence is much more likely to succeed than a company that is reliant on PPC.
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