How To Stop Paying Google! SEO vs PPC

Are your looking to stop paying Google and put more money back into your pocket then you want to read this short article.  The question of SEO vs PPC is really about budget allocation. If an advertiser has X dollars allocated for Search Marketing, then how much of that should be allocated for SEO vs PPC? This is often the case when a small business wants to try Online Marketing.

We can look at this question from another angle. Long Term vs Short Term? If I only have a finite amount of marketing dollars then where will I get the bigger bang for my bucks?

Your PPC Marketing Budget

Let’s start with PPC. Say for example a client has a monthly budget of $10K. If they throw that into Google Adwords for a 30 day campaign, that breaks down to a daily budget of $333. Depending on the competitiveness of the keywords, the budget could run out within the first few hours of the day. And, even if it is spread out evenly throughout the day, it certainly wouldn’t be served for every search query. Then, once they decide to stop running the campaign…poof! Their ad disappears. Done. Finished. Finito.

Your SEO Campaign Example

As opposed to an SEO campaign. You can take that same $10K, and with a properly built SEO Strategy and campaign, you not only will accomplish top keyword rankings. But long after you stopped spending money, your listing (not ad) will still appear in the Search results.

A strong SEO campaign you can “own” the top results. And, if implemented properly, a solid SEO campaign can have long-lasting results because the advertiser is NOT paying Google for every time their ad appears in the SERP’s. Think of it as the “Long Tail of Clicks”. Because, your listing will appear in the top positions, and receive clicks long after you’ve stopped spending dollars.

Your Online Business Objective

It really all boils down to what’s the business objectives. Rather than only using one type of search channel (SEO or PPC), it could be that there needs to be an immediate appearance in the Search Results. In that case perhaps it might make sense to split the budget 50% to SEO and 50% to PPC.

Here’s a nice analogy to think of the difference between SEO/PPC.

PPC = renting the land

SEO = Owning it.

Additionally, in the present economic situation, it’s a good time to focus on SEO when many of your competitors may be cutting back.

Bottom line, if you have invested a lot into your website, and you’re in the game for the long-run, then SEO is where your advertising dollars are best spent.

Additional Reading:

Organic traffic is often more qualified than PPC.

Turn to SEO to help beat a bad economy.

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Related posts:

1. Strategy to Champion a Keyword
2. Profitability: Ad Serving vs Listing Serving
3. Determining the Value of an Organic Result

Filed under: SEO

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