SEO and Paid Search are both very useful for brand building, but before we can judge what’s best for your business, we need to determine the key differences.
Search Engine Optimisation (SEO) is the practice of including content on your website that can help improve your online visibility for search engines such as Google. With better SEO, your website will show up more often and higher in the results when users submit a relevant search.
The key is making sure your website contains quality content which is clear, helpful, and descriptive, including relevant keywords that users may search. You don’t need to pay for website traffic that arrives organically, but SEO scores take time to build up, making it a beneficial long-term strategy.
Paid Search or Pay Per Click (PPC) is an advertising solution that allows businesses to bid on keywords and display ads on search engines such as Google (Google Ads). With the correct bid amount for a relevant keyword, your product can appear at the top of Google’s results as a sponsored ad.
You only pay when a user clicks on your ad, making it an effective way to buy paid traffic. You can bid on your own brand name, competitors or relevant keywords. However, PPC does not affect SEO, so once you turn it off, the paid traffic will stop. Therefore, Paid Search is a beneficial short-term strategy.
So which is best? At Vouch, we know that both work well together to build a brand. Paid Search is immediate, whilst SEO builds over time. Therefore, a strategy that encompasses both may help bring in traffic in the short-term and improve your businesses online presence in the long-term.