SEO and PPC are two of the most valuable elements of any business’ digital marketing strategy. But which strategy gets you a better ROI? SEO and PPC each have their own unique qualities that benefit business and deciding between the two often comes down to your goals.
Any long-term online B2B marketing strategy should include SEO. It brings you better quality traffic leads, and some data suggests the organic visitors to your site are far more likely to trust you, your brand, and your products or services. A prominent ranking in Google is a clear sign to customers that you are a credible source and important player in your industry.
That doesn’t mean you should shrug off PPC, which has its own advantages. It’s one of the quickest ways to jumpstart your business and increase your brand’s awareness. It can also play a role in informing your SEO strategy.
The important thing to remember with SEO is that it takes significant resources and time to achieve your goal. And PPC campaigns must use the right, carefully researched, keywords to ensure you get a positive ROI – and that can end up being extremely expensive.
Studies over the years have shown that just under 70% of users click on SEO results and only 30% of users click on PPC. B2B buyers with a lot at stake ultimately look to industry leaders with a strong reputation, strategic expertise, and proven track record to offer them the solutions they need.
When done right, both PPC and SEO will land you on the front page of search engines for targeted terms. PPC is a great way to quickly launch your digital marketing efforts and SEO, though it takes longer to implement, will eventually bring you the most qualified leads. They are not mutually exclusive choices. You can do both, and probably should.