PPC (pay-per-click advertising) and SEO (search engine optimization) are often compared to one another, with marketers claiming that one is superior to the other, and vice versa. But rather than trying to distinguish ‘which is best’, today we’re going to see what both digital marketing strategies have in common and whether it is easy enough to master both. Let’s get to it!
1. They both help you gain visibility online
The first and most obvious similarity between PPC and SEO is that they are both digital marketing strategies that are designed to help businesses like yours gain more visibility online.
PPC can get you instant visibility through promoted ads on the top of a Google SERP or in Facebook – whereas SEO is all about climbing the rankings organically and getting more eyes on your website without having to pay for a sponsored position.
2. Both PPC and SEO require extensive keyword research
Another similarity is the amount of keyword research that must go into both PPC and SEO. Understanding keyword search intent is critical for crafting compelling copy that will engage the audience, just as finding the right balance of short and long-tail keywords is important as well.
The fact is, if you rush into either PPC or SEO without conducting keyword research, you’ll have no success.
3. They need an awesome website / landing page to convert visitors into customers
And of course, what is the ultimate purpose of PPC and SEO? To send new leads to your website in the hopes that they convert into loyal, paying customers.
In other words, both digital marketing strategies require that you have a beautiful and well-optimised website with a flawless user experience if you wish to get the most out of both campaigns.
Without a decent website or landing page, you’ll largely be wasting your time (and money) with PPC and SEO.
4. They can both help you make a lot of money
On the other hand, when you do get your keyword research locked down, you understand your audience and what kind of messaging will resonate with them, you’ve sussed out your competitors, and you have a well-optimised website with high-quality copy and imagery to boot, you can make a lot of money through PPC and SEO.
Both strategies work well on their own, although they are even more powerful when combined!
5. Both PPC and SEO are highly complicated fields of expertise
Finally, another thing that PPC and SEO have in common is the fact that they are highly complicated fields of expertise. They aren’t the sort of digital marketing strategies that you can simply pick up and master overnight. There’s a huge element of research, split testing, trial and error, and artistic vision involved. As such, it may be worth outsourcing!
Final thoughts: Let the masters work their magic
PPC and SEO do share similarities, however, they are both fundamentally different. But rather than choose between the two, we strongly recommend that you consider adding both digital marketing strategies to your broader campaign for online domination!
And of course, while it is certainly possible for business owners to take on their own PPC and SEO, we advise against it. Both are time and resource intensive and if you wish to get the very best results you should outsource your requirements to a reputable digital marketing agency that specialises in both SEO and PPC services.