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Black Hat SEO are deceptive and quite outdated.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.


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:


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.


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.


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


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

Web Application Development: How to Promote a Web App?

A lot of forums have already talked about developing web applications as an alternative to the development of native or hybrid applications. But once you understand what a web app, it only remains to know what to do with this knowledge in order to succeed. Getting a successful web app is difficult if you do not know things straight. So first, let’s understand the concept of web applications.

What is a web application?

The web application is, by definition, “a program that runs on a PC with a web server while users interact with it through a web browser”, as we had already said in another article about the difference between Native, Hybrid and Web apps. The key features of the web application are:

  • An exclusive development: no matter what the operating system is, the same development in HTML5 fits all existing operating systems.
  • Accessible from any Web browser: Be it Firefox, Safari, Chrome, etc. We can access a web application from any browser you have installed on our device. You can access content from either mobile or traditional computer.
  • Appears in traditional search engines: web applications can be found in any Google or Yahoo search engine.
  • Ultimately, it is a site.

What is not a web application?

We insist a web app is not an app as used in our smartphones. It has web appearance. Here are the points that reveal how a web app is not an app:

  • Not available for download in Stores: you cannot find them at the Apple Store or Google Play or other app stores.
  • You cannot download it to your phone: for not being an executable application on your device. Only runs in the browser.
  • No need for app store optimization, but SEO is required. We do not need optimization for stores and App indexing … but we have to respect the traditional SEO rules that use the web.
  • Does not access the phone features but leaves cookies. The positive part is that mobile application permissions do not apply to web apps. The web apps don’t access your camera or contacts, etc. On the other hand, the web apps help you learn more about the user, these Web applications use cookies to promote these analyzes.

Promote the development of web applications

The web application development begins to be clearer with the types of web applications chosen to be developed depending on your business or website. The hard part comes when it comes to promoting and disseminating a web app.

But let’s be honest, when we choose a web app our goal is certainly not getting recurring users, but in getting quick visits and be able to give information easily to our potential customer.

Precisely because of this, their promotion techniques will not be the same as used for native or hybrid app and we can find in stores. Let’s see what we can do to improve our web apps in the search engines and make them known on the web.

Explore the subsectors

One of the tricks that we are tired of listening is specialization. It is true that for business promotion, we are needed to know what our target is.

At the time of web application development, it is advisable to find a subsector within your target to optimize our efforts. That is, the promotion starts this specialized sub-sector and that may have a great interest in your web application.
With this tactic, you will have a small investment with high returns. In addition to satisfied customers, it will help you in your marketing job through “word of mouth”. Continue your next campaign focus on another subsector.


Paid listings and advertising in general, are essential in any marketing or promotional campaign. When it comes to global product, it is a good idea to bet on online advertising.
Source: Flickr

AdWords and Adsense

The most powerful tool to place online ads is currently the Adwords or Adsense, both tools are Google search engines to put paid ads. You can do this in the results of search engines, advertising space from other sites, videos, etc.

It is the fastest way to promote your web application to users who may be interested in your web app through related content.


For anything to get a higher rank on the web, it is necessary to have good SEO. As you already know, the SEO includes an important workload to optimize it, especially the links topic and pages too.

Social networks

If you are not on social networks today, you’re nobody. It is important to have an official profile of your company or site to open a two-way communication channel, create communication and conversations with your customers and users. In addition, networks like Facebook, Twitter or Instagram can now place ads and promote your app and business. Social Networks are a very valid alternative to Google ads and other search engines.

Leverage mobile visits

One of the objectives of developing web applications or web apps is to make it accessible from a mobile device. So, be sure to properly promote your web app in this channel. You can do this through the following ways:

  • Ads on mobile devices: optimize your images and text for ads on mobile devices.
  • Advertising in apps: take advantage of this exclusive channel to the mobile device.
  • Do not forget the mailing: over 80% of open emails are from mobile or tablet.

The Top Fintech Software Development Companies always use the best marketing strategies for promoting web or mobile applications.

If you do not have a marketing strategy to promote your app or any mobile project, do not hesitate to send us an email and we will help you.

Read More
Editorial Team June 14, 2019

66 Sources of Content Inspiration

The time has finally come. You’ve poured your blood, sweat, and tears into your most recent content piece, and it’s ready to be packaged up and sent to the client to be pushed live. After a few final checks and only…

Read More
admin November 16, 2018

Is Bing Really Rendering AngularJs?

The time has finally come. You’ve poured your blood, sweat, and tears into your most recent content piece, and it’s ready to be packaged up and sent to the client to be pushed live. After a few final checks and only…

Read More
admin November 16, 2018