Bringing quality organic traffic to your site is a high priority for every ecommerce provider. Without customers your business isn’t a business, so it’s important that you have a digital marketing strategy that goes out of its way to get them through the door.
But it’s not an easy task and ecommerce managers often face the same age-old question when looking to improve their search engine traffic, should we be doing search engine optimization ( SEO) or pay per click (PPC)?
I’ll try to shed some light on the pros and cons of these two tools and show you how they can be combined to create an agile and effective digital marketing strategy.
Of course, digital marketing isn’t just limited to PPC and SEO like social media marketing, conversion rate optimization, email marketing, and more. results.
What are PPC and SEO?
If you ask a specialist for a E-commerce referencing agency, SEO and PPC are two different ways to achieve the same goal; this end brings more traffic to your site and increases conversions. The obvious way to do this is to make sure that your ecommerce pages rank well in the top search engines.
This is especially important for online businesses, as the traffic gap between the best and the lowest results is immense. It is estimated that the top few rankings on Google and Bing benefit from around 40% of the traffic generated by a given search, while the ten results on the third page should share 8% between them.
Search engine optimization is the name given to a collection of processes and techniques that aim to place pages at the top of relevant searches by focusing on keywords and on and off page factors that improve rankings . Applied correctly, these techniques will resonate with search engine algorithms and improve page rank.
Pay Per Click reduces the time it takes to establish a page’s rank by placing it at the end of the page as a paid ad. The main goal of the process is achieved instantly, so the benefits of PPC are obvious.
To be clear, PPC doesn’t affect your organic rankings in any way. It’s only there for as long as you pay for it.
Pros and Cons of SEO and PPC:
Like you probably guessed it, there are catches. However, this isn’t just too good a case to be true, there are pros and cons to both that are worth considering.
Let’s start with the pros:
- Visibility, Awareness, and Trust – A well-conducted SEO will present your business to potential customers on a plate. As we mentioned before, being in the top results on Google almost guarantees you the lion’s share of traffic. Being at the top involves a trusting implication, so customers are already more likely to visit and convert.
- Sustainability – SEO is a modular process that takes time to grow but rewards the business with a stronger foundation and a more sustainable return, even when the investment is reduced.
- Cost – While ecommerce SEO isn’t cheap by any means, it still offers a better ROI than other marketing tactics. This is because it produces high-quality organic traffic made up more broadly of customers who are likely to convert.
– Guaranteed Visibility – Paid ads dominate the top of every search result, which means PCC guarantees you’ll get noticed. Additionally, Google allows visual PCC images above its search results. It can prove to be very effective because it provides customers with an easy way to buy.
– Speed - PPC can be done in a fraction of the time SEO can spend. This does not only apply to its creation, but also to evaluation and feedback. If your PPC ad doesn’t hit the mark, you can rethink it and start over in days, not months.
– Accuracy – PPC removes a huge amount of trial and error involved in SEO. By paying to be where you want to be, you no longer run the risk of missing keywords or being beaten by your competition. Paid content also gives you access to more useful analytical information that SEO does not.
Disadvantages of SEO:
- Takes Time – SEO is a modular process that can take months to develop.
- Changing Terrain – The factors that determine search rankings are constantly changing and SEO managers always need to catch up. It wasn’t until recently that Google made Core Web Vitals a major search ranking factor. At the time of the announcement, only 15% of all sites were estimated to be ready for the update.
- Complicated – There is a lot more to SEO than keywords. There’s technical SEO, on and off page optimization, content quality and more. There is a lot of cleaning up with SEO and the lack of any of these factors can have a significant impact.
Disadvantages of PPC:
- Expensive – Paying to skip the line doesn’t come cheap and PPC requires constant investment. You get what you pay for and it all ends when the money stops.
- Lack of Confidence – The downside of paying to be on top is that there will be a big sticker next to your result telling customers that this is an advertisement. Some people see this as a bad sign and tend to automatically cycle through past results that don’t look organic.
- Still Challenging – While PPC removes a lot of the SEO hard work, it doesn’t eliminate it. Your ads should always reach the right people to justify a decent ROI, and understanding where to place them requires skills and experience.
Why you should be doing SEO and PPC together
Although very different, using PPC and SEO together can be very rewarding:
- Keyword Testing – Using PPC to check the effectiveness of keywords, you can determine whether or not they should be incorporated into your SEO.
- Get a head start – PPC allows you to test and analyze keywords that your site has not yet a chance to rank for. This analysis can help you launch an improved SEO strategy in the future.
- Faster branding – If you are starting a new project, PPC can give you a good head start in building brand awareness and confidence before continuing with a more solid SEO marketing campaign.
Use of PPC and SEO agencies
There are hundreds of agencies offering a range of SEO and PPC packages. But be careful, having different agencies use these tools separately is not a good idea.
This is because both of these techniques focus on keywords and having two agencies using different techniques to achieve the same goal can be confusing. Hence, it can lead to potential competition between the pages of your site and negatively impact your site’s ranking.
The best practice would be to use a single agency for all your digital marketing – to use the same experts for your SEO, PPC, ideally combined with your conversion rate optimization agency.
This allows you to form a comprehensive strategy that can seamlessly use both PPC, SEO, and other tools to achieve your goals and form a strong working relationship with professionals who will quickly grow to understand your business.