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A website cannot be successful without the right traffic. A steady flow of users is the lifeblood of any attempt to get exposure and traction online. For many businesses, their website is a crucial component that’s needed to reach and service new customers. The rise of the internet changed the business landscape forever and marketing strategies now centre around a company’s digital presence.

The core aspects of most digital marketing strategies are focused on acquiring website traffic. It’s important to understand the value of traffic and what determines the right kind of traffic for your business. Two powerhouse channels in digital marketing that have the potential to drive high volumes of traffic are search engine optimisation (SEO) and pay per click (PPC) advertising.

Both SEO and PPC have their pros and cons. SEO can be a long-term, sustainable approach to generating traffic, as it focuses on improving the visibility and ranking of a website in search engine results. This can result in increased organic traffic and can help to improve the overall credibility and reputation of a business. However, it can take a long time to see the results of SEO efforts, and the process can be complex and requires specialised knowledge.

PPC, on the other hand, can provide immediate results and can be a good option for businesses that want to quickly drive traffic to their website. It is also a flexible and customisable approach, allowing businesses to target specific keywords and demographics. However, PPC is often expensive, and the cost can add up quickly if not managed properly.

In terms of determining the success of an online business, both SEO and PPC are important options to consider. In many scenarios, it may be best to use a combination of both approaches to maximise the benefits of both channels and minimise their potential drawbacks. Ultimately, the right approach will depend on the specific goals and needs of your business.

To evaluate these options, you must first understand what SEO and PPC are in detail and examine the pros and cons of both marketing channels to reach an informed decision.

What Is SEO?

As above, SEO stands for search engine optimisation. The practice of SEO is about “assisting” a website to be more attractive to search engines, with a focus on specific terms that users will type into Google or Bing.

Good SEO processes will optimise a website to improve its visibility and ranking in organic search engine results. This is achieved through a variety of tactics, such as keyword research, link building, and on-page optimisation.

Google and other search engines may periodically update their algorithms, which can impact a website’s ranking. However, SEO ultimately comes down to providing users with the most relevant and useful information for their search queries, as well as the best possible user experience.

While there are many factors that search engines consider when ranking websites, helpful information and user experience are two of the most important. By prioritising these elements, businesses can improve their organic search rankings and drive more traffic to their website.

Search engines strive to provide users with the most relevant and useful results for their search queries. This is why many people use the same search engine repeatedly, as they have come to trust the results they receive. This is the product that search engines offer to searchers.

To provide these results, search engines compare the different websites that are relevant to a given search query. And this is where SEO comes in. By optimising a website for search engines, businesses can improve their chances of ranking highly in search results, which can drive more traffic to their website.

SEO can be a complex and challenging process, but it is a crucial aspect of online marketing. With the vast majority of online searches starting on search engines like Google, it is essential for businesses to prioritise SEO in order to reach their target audience. In fact, 75-80% of online searches take place on Google, making it by far the most dominant search engine today.

What are the pros of good SEO?

What are the cons to SEO?

What is PPC?

PPC marketing is a form of online advertising where businesses pay a fee each time their ad is clicked. These ads typically appear above the organic search results on search engines, and advertisers can choose specific keywords and demographics to target.

The amount that businesses pay for PPC ads is determined by a bidding process, where advertisers bid on the perceived value of a click based on the keywords, competitors, and audience type. This means that the cost of a PPC ad can vary depending on a variety of factors. The effectiveness of PPC ads is determined by the quality of ads which directly affect costs and the likelihood of achieving interactions from target customers.

PPC advertising can be a great way for businesses to quickly drive traffic to their website and reach their target audience. Popular PPC platforms include Google Ads (formerly known as AdWords), Bing Ads, and Facebook’s advertising platform. By utilising these platforms, businesses (and agencies on their behalf) can create and manage their PPC campaigns and track the success of their ads.

What are the pros of good PPC?

What are the cons to PPC?

The more you pay doesn’t always equate to better results. Especially if you’re ads aren’t setup correctly to being with. In our experience, platforms like Google encourage businesses to experiment with ads without properly informing them of processes, practices and techniques to get the most value for money. Often, businesses learn an expensive lesson before contacting a professional. Here are some other drawbacks to running a PPC campaign:

Search Engine Optimisation or Pay Per Click?

Deciding between SEO and PPC advertising can be a difficult choice for businesses, as both strategies have their own unique advantages and disadvantages. The right choice for your business will depend on a variety of factors, such as your industry, target audience, and marketing goals.

One key factor to consider is your competition. If your business is in a highly competitive market, you may want to consider PPC advertising to gain a quick boost in visibility and drive leads to your website. On the other hand, if you have less competition, you may be able to achieve similar results with a well-executed SEO strategy that focuses on building your website’s authority and improving its ranking in organic search results.

Another important factor to consider is the stage of your business. If you are a new eCommerce store trying to compete against established players, it may be more expensive to bid on our specific search terms and organic channels might be the better option.

Ultimately, the best approach will depend on your specific business and goals. A clear digital marketing strategy that outlines your short- and long-term goals, as well as a thorough analysis of your competition and target audience, can help you make an informed decision between SEO and PPC.

The Best of Both Worlds

In an ideal world, combining SEO and PPC advertising can provide a synergistic boost to your digital marketing efforts. By leveraging the strengths of both strategies, you can drive better results and maximise the return on your overall investment.

There are several benefits to running SEO and PPC together, including:

Overall, combining SEO and PPC can provide a powerful boost to your digital marketing efforts and help you achieve your business goals.

We’re continuously working towards offering the best services for our clients, including evolving and adapting to industry changes, new technologies, features and channels. If you’d like to discuss our SEO or PPC services (or both) in more detail, please give us a call.

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