01.09.2021 > news and events
SEO vs. PPC: Rivals or Allies
in Digital Marketing?
From organic positioning to
paid visibility, what should
you choose for your company?
TAGS: BRANDING /
GRAPHIC DESIGN /
COMPANY PROFILE
GRAPHIC DESIGN /
COMPANY PROFILE
In the digital marketing universe, two factions are competing for dominance. On one side, we have the meticulous and strategic SEO (Search Engine Optimisation) team, and on the other, the fast and impactful PPC (Pay-Per-Click) team. This rivalry is as epic as that between Tupac and Notorious B.I.G and between the Gallagher brothers. But do we really have to choose between the two factions? Or is there room for both in the vast world of digital marketing?
SEO and PPC: Who are the Protagonists of the Scene?
SEO: The 'Good Guys' Strategy
Think about The Beatles. They are a band that built their fame through quality music and innovation. Even today, their songs are loved and listened to by many people. This is kind of what SEO does in the world of digital marketing. SEO is all about improving the content and structure of a website to rank well in search engines. Like the Beatles, it is a long-term investment: you work hard in the beginning to create something of value, and then you reap the rewards for a long time. Good positioning in search results can continue to bring visitors to your site for years, without additional costs. It requires patience, knowledge of the rules (read: Google algorithms) and a well-planned strategy. The results are not immediate, but when they come, they are lasting. SEO is the engine constantly working behind the scenes, optimising content, keywords and backlinks to ensure that your website ranks high in organic search results.
Think about The Beatles. They are a band that built their fame through quality music and innovation. Even today, their songs are loved and listened to by many people. This is kind of what SEO does in the world of digital marketing. SEO is all about improving the content and structure of a website to rank well in search engines. Like the Beatles, it is a long-term investment: you work hard in the beginning to create something of value, and then you reap the rewards for a long time. Good positioning in search results can continue to bring visitors to your site for years, without additional costs. It requires patience, knowledge of the rules (read: Google algorithms) and a well-planned strategy. The results are not immediate, but when they come, they are lasting. SEO is the engine constantly working behind the scenes, optimising content, keywords and backlinks to ensure that your website ranks high in organic search results.
PPC: The Unconventional Rebels of Digital Marketing
Now, think of The Rolling Stones. They are known for their spectacular concerts and massive promotional campaigns. They have an immediate impact and know how to get the audience's attention quickly. This is very similar to PPC in digital marketing. With PPC, you pay for instant visibility in search engines or other platforms. PPC requires an ongoing investment, just like the Rolling Stones' big productions, and allows you to control exactly when and how your audience sees your ads. With PPC, your ads appear immediately in the top positions of SERPs (Search Engine Results Pages) and you only pay when someone clicks on your ad. It is the perfect choice for short-term campaigns, product launches or seasonal promotions. PPC allows you to reach a large and specific audience quickly, but the results stop as soon as you stop paying.
Now, think of The Rolling Stones. They are known for their spectacular concerts and massive promotional campaigns. They have an immediate impact and know how to get the audience's attention quickly. This is very similar to PPC in digital marketing. With PPC, you pay for instant visibility in search engines or other platforms. PPC requires an ongoing investment, just like the Rolling Stones' big productions, and allows you to control exactly when and how your audience sees your ads. With PPC, your ads appear immediately in the top positions of SERPs (Search Engine Results Pages) and you only pay when someone clicks on your ad. It is the perfect choice for short-term campaigns, product launches or seasonal promotions. PPC allows you to reach a large and specific audience quickly, but the results stop as soon as you stop paying.
Dissing the dissing
'Ads first, SEO later'
Let's start with one of the most ingrained rumours: "Start advertising even if your site is not SEO-optimised." This is a bit like Taylor Swift launching a concert before she even wrote the songs. Without good SEO, your site might be a bit like an empty stage: well-lit but with nothing interesting to show.
'SEO is Slow and Ineffective'
Many PPC fans claim that SEO takes too long to produce results. The reality? Yes, SEO takes time, but once your site is well positioned, and you curate your new content to maintain your ranking, you will always reap new rewards. A bit like Måneskin who, after X Factor and years of concerts, finally exploded onto the international rock scene constantly renewing themselves and attracting more and more audiences.
'PPC is a Black Hole for Money'
On the other hand, SEO fans criticise PPC for being too expensive and unsustainable. Sure, PPC requires continuous investment, but it also offers immediate and measurable results. It is like a Lady Gaga concert: expensive, but impact and visibility are guaranteed.
Let's start with one of the most ingrained rumours: "Start advertising even if your site is not SEO-optimised." This is a bit like Taylor Swift launching a concert before she even wrote the songs. Without good SEO, your site might be a bit like an empty stage: well-lit but with nothing interesting to show.
'SEO is Slow and Ineffective'
Many PPC fans claim that SEO takes too long to produce results. The reality? Yes, SEO takes time, but once your site is well positioned, and you curate your new content to maintain your ranking, you will always reap new rewards. A bit like Måneskin who, after X Factor and years of concerts, finally exploded onto the international rock scene constantly renewing themselves and attracting more and more audiences.
'PPC is a Black Hole for Money'
On the other hand, SEO fans criticise PPC for being too expensive and unsustainable. Sure, PPC requires continuous investment, but it also offers immediate and measurable results. It is like a Lady Gaga concert: expensive, but impact and visibility are guaranteed.
Yes, OK. But how does it sound?
Immediate Visibility with PPC and Organic Growth with SEO: Use PPC to generate immediate traffic and attention while building your organic presence with SEO.
Data and Optimisation: PPC campaigns provide a huge amount of data. Use this information to optimise your SEO strategies, identifying the most effective keywords and better understanding the behaviour of your audience.
Testing and Adaptation: PPC allows you to quickly test various advertising messages and landing pages. Use these tests to refine your SEO content, ensuring that organic traffic lands on optimised and compelling pages.
Budget Management: Distribute your budget strategically. Invest in PPC for product launches and short-term promotions, while continuing to build your long-term organic visibility with SEO.
E-E-A-T me baby one more time
A site optimised according to SEO rules does more than just rise in Google rankings. Thanks to the acronym E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), a well-optimised site offers a better user experience, authoritative content and trustworthiness. And guess what? PPC campaigns also benefit from a well-structured site. Users who click on ads and find a quality site are more likely to convert.
Relevance: The X Factor
A crucial aspect linking SEO and PPC is relevance. There is no effective SEO strategy without relevant content, just as there is no successful PPC campaign without relevant ads. Relevance improves the user experience and reduces cost per click (CPC), increasing visibility and conversions.
The Perfect Featuring
The truth is that SEO and PPC are not sworn enemies, but partners in a synchronised duo like Albano and Romina. SEO builds the rhythm and accompaniment, enhancing the user experience and ensuring relevant content. PPC amplifies the melody, bringing qualified and measurable traffic. In short, a bit like combining old hits with new ones, dominating the rankings (or rather, Google SERPs). The key is to maintain strategic coherence, exploit synergies and continuously adapt to market trends and search algorithms.
So, let's stop fighting like Axl Rose and Slash, like Elton John and Madonna. SEO and PPC are not enemies, but allies. Instead of choosing sides, let us learn to combine the best of both worlds. Only then can we truly dominate the digital marketing field.
So, let's stop fighting like Axl Rose and Slash, like Elton John and Madonna. SEO and PPC are not enemies, but allies. Instead of choosing sides, let us learn to combine the best of both worlds. Only then can we truly dominate the digital marketing field.
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