SEO vs PPC: What to invest in 2019? (Ultimate Guide)

A Quick Summary – In this article, we will look into the two of the best digital marketing techniques, SEO and PPC for your website. And which one will stay longer in the business.

Being a site owner, it is important to be completely aware of the thing that generating loads of digital traffic is one of the ways for giving a rapid boom to the business. This also means that your services/products are reliable for the users. In spite of the fact that there are lots of ways of getting traffic to your site, SEO and PPC have a great hype among all of them.

For me, understanding your customer’s perspective and how they use the sites is the key factor to determine whether to use SEO or PPC marketing strategy.

Let’s look into the yin and yang of the SEO and PPC.

An Organic Marketing Strategy – SEO

The abbreviation SEO stands for Search Engine Optimization. SEO friendly site means a search engine can easily slide through your site, interpret your content and index it into its database. Once your content is indexed, chances of high ranking are quite immense. Natural or organic traffics leads to your site to the top rankings in search engines.

SEO Techniques – Black Hat & White Hat SEO

Black Hat SEO

Black Hat SEO are deceptive and quite outdated. Owing to the updating search algorithms and advancement in machine learning, spam techniques are now exposed more than often. Some of the Black Hat Techniques are:

  • Selling Links
  • Keyword Spamming
  • Link Farming
  • Keyword Stuffing
  • Cloaking
  • Article Spinning
  • Selling Links
  • Hiding Links on your site

White Hat SEO

White Hat SEO techniques maintain the integrity of the website by staying within the terms and services of search engines. Some of the white hat SEO Techniques are:

On-Site Optimization:

  • Meta Title and Tags Implementation
  • Images ALT and Title Tags
  • Content Internal Linking
  • Heading Tags (H1, H2, H3 etc.) Optimizations
  • Canonicalization
  • Robots.txt and Sitemap.xml and more…

Off-Site Optimization:

  • Guest Post Submissions
  • Local Business Directories
  • Social Signals
  • Blogs Commenting
  • Social Bookmarking and more…

Pros of SEO

Cost Effective

SEO is quite cost-effective as natural traffic is driven to your site and as compared to other marketing strategies it delivers brand awareness and relevance more effectively.

Brand Awareness

As Google has stepped up its search algorithms, adopting the use of nuances such as stemming, synonyms, acronyms, and answers, now it’s far easier to reach out the potential customers and users for brand awareness in search engines.

Long Lasting

As compared to paid strategies, your search traffic does not seize right after you cut back your marketing budget. Organic strategy takes some time to drive traffic, but once you are invisible, your business can sustain for longer.

Cost per Click

Organic traffic takes a bit time, but once it sets up, clicks or impression are not charged.

Stable Ranking

In SEO technique, content is ranked based on the relevance and usefulness, chances of higher ranking are good enough, as compared to paid strategies, where competitors can bid more to rank high and appear in more searches.

Cons of SEO

Ongoing Process

An SEO strategy is an ongoing process meaning that your site will never be fully optimized. However more you put effort more you are likely to reap the reward by ranking higher in future searches.

Slow optimization

SEO is slow as compared to other paid marketing techniques. You will have to put a lot of effort before the results are visible.

Time-consuming

SEO technique is time-consuming, as you have to research for the ranking keywords, your opponents’ marketing strategies, best and useful content for your site. You can hire someone or use some marketing tools but it will cost you bucks.

As you’ve learned about SEO, now is the time to get some insight about PPC marketing technique.

PPC – A Paid Marketing Strategy

PPC stands for pay-per-click, a marketing strategy to buy visitors for your sites. In PPC strategy, advertisers pay a fee for each click they get on one of their ads. It plays an effective role in time sensitive and specialized campaign by directly addressing the competitors and breaking into the new marketing platforms. If you only did keyword research once to create your campaign, you are more likely to lose the potential visitors. PPC keyword list should possess these qualities:

Relevance

You must find and use relevant keywords according to your services and offers to bring the targeted audience to your page, instead of wasting the budget on relevant keyword biddings.

Exhaustive

Along with commonly and mostly used keywords, your research should also include the long tail keywords. Such keywords offer higher chances to lead more traffic to your site.

Expandable

PPC is verbose which helps you expand and refine your campaign iteratively. Such a strategy helps you grow visits to your site.

Pros of PPC

Scalability

PPC strategy is scalable – all you have to do is to set a budget aside to get through all this search optimization process. It offers rigid control over budget, allowing you to set the limit for the campaigns.

Ranking on the page

Even if the user chooses to get past the ads on mobile and web, they would still see the paid search ads.

Brand visibility

PPC lets your products are seen by the right audience. With the help of visual product ads, you can bring more value to your ads and gain effective control of the leads to your site.

A/B Testing

One of the perks of PPC is A/B Testing, providing call-to-action buttons, effective landing pages and split-test ads. It allows targeting potential customers based on keywords search, language, device, time and previous visits.

Final round…

“Who is the winner?” This debate is never-ending, as both SEO and PPC strategies offer functionality and features according to the businesses’ perspective, target audience, budget, sustainability and scope. If your business target is long term marketing, then SEO is the all-rounder here. SEO won’t rank you high overnight but it will help your business to maintain it’s ranking on the engines.

On the other hand, if you are inclined to see a quick result and want to get most out of your campaign, it’s best to use PPC.

Both SEO and PPC can get you to the front page of the search engine. All you have to do is to adopt the right strategy.

Seek out the SEO & PPC specialists at Clustox to help you resolve the dilemma of adopting the right marketing strategy for your business. They have the expertise, skills and knowledge to amplify your financial plans and deliver a positive Return on Investment (ROI). Clustox has got your back. Let them help you grow your business by choosing the SEO and PPC strategy best fit for your business.

Read More
Editorial Team June 17, 2019

PROGRESSIVE WEB APPLICATION – WHAT IS IT ACTUALLY?

Before I tell you the core concept of Progressive Web Application, I want to you have a look at its definition given by Google which follows as:
“Progressive Web Applications are experiences that combine the best of the Web and native applications. They do not require installation. The user builds gradually a relationship with the application over time, it becomes increasingly more and more powerful. Load faster and send relevant notifications. Provide icons on the Home screen and immerse you in Full-Screen mode. – Google .”
This definition by Google sounds good however it doesn’t say much and miss out some important aspects of Progressive Web Apps.

What does the definition Pinpoint?

  • No installation required.
  • Icons on Home Screen (Home Screen)
  • Full screen (without browser UI)

But this is not all to define the nature of Progressive Web Apps. There are a number of key attributes some of which are as follows:

Key features of PWA – Progressive Web Application:

A progressive web application is:

  • Standard – uses the same platform and technology used to create web pages: HTML, CSS, and Javascript.
  • Progressive (obvious!) – It works for all users, regardless of browser or operating system that you are using, because it is built to gradually improve from the beginning.
  • Responsive – fits any screen resolution and format: desktop, mobile, tablet, TV or whatever.
  • Independent connection – is enhanced with service workers to work offline or on slow networks with intermittent connections.
  • Works as a native app – the user will use it as an app, with support for navigation and interaction with gestures.
  • Easy update – it will always be updated through the automatic update process service worker.
  • Secure – works on HTTPS to prevent someone from intercepting data and to ensure that the content has not been tampered with by others.
  • Discoverable – it is identifiable as an “application” thanks to the manifesto of the W3C and registration of functions of a service worker, allowing web searchers to find them.
  • Interactive – it makes it easy to interact with it even when closed with features such as push notifications.
  • Installable – allows users to create shortcuts on the screen of their phone for easy access.
  • Linkable – you can easily share a PWA using a web address (URL) and does not require complex installation processes.
  • There are already cases of companies that have started to implement progressive web, as AirBerlin or Flipkart with well-documented results in improved user experience, retention, and conversion.

Final Words:

With all these points, we can conclude that the progressive web application is an approach to developing apps for phones that combine the best of the web and the best of native apps. These new web apps are useful for users since the first visit in a web browser, without installing anything else.
As the user creates a relationship with the app gradually, it becomes more powerful and useful.

  • It loads quickly even on slow networks or when the device is offline.
  • You can send notifications
  • It has an icon on the screen of the mobile and it works full screen.

This is the basic concept. For more details on the progressive web apps, stay tuned in. We will come to you with more details in the coming posts.

Read More
Editorial Team June 14, 2019