If you’ve found yourself on this page, you’re more likely wanting to grow your business or learn more about search engine marketing. You’re in good company!

Let’s take a look at why organic search engine optimization is helpful

1. Increased Brand Awareness 

As more people become aware of your brand and the products/services you provide, you’re putting yourself in a great position to come across more qualified leads. 

Some companies still resort to “cold calling” or intrusive advertisements that typically drive away potential customers. By focusing on organic SEO, you’re allowing customers to come to you on their terms. Not only is this more convenient for them, but better for you knowing that the people who are visiting your website WANT to be there.

2. Better Value Over Time Without Paying for Advertising 

You may have heard that this method would take much longer than simply paying for your site to show up at the top of a Google search. Though this is true, by investing in quality organic SEO, you’re constantly looking to improve the content and value you provide. As more traffic is being driven to your site, Google is also more likely to increase your positioning on its Search Engine Results Pages. 

Competing against other companies with larger marketing budgets isn’t an easy feat. Fortunately, organic SEO provides a more level playing field and allows smaller brands to compete without spending millions of dollars.

3. Receives More Clicks Than PPC

Even though using PPC allows you to instantly be at the top of search results, a majority of clicks are actually attributed to organic search results.

A possible reason is that customers are increasingly recognizing top spots are paid, and instead want to click on organic links that Google has determined to be most relevant.

4. May Result in Stronger Public Relations With Client Base

Being a site that Google ranks highly in its search results also boosts the credibility of that brand. Since a large part of SEO is creating original content with the intent to help the searcher, they will most likely spend more time browsing your site and could potentially lead to more conversions.

Now that you have a better understanding of the benefits of SEO, let’s take a look at how PPC can be a helpful approach

1. Complete Control Over Budget 

With PPC, you are constantly able to adjust how much you’re willing to spend and you only pay when someone interacts with your advertisement. It’s also a great way to increase brand exposure since you could have your ad show up on the top of a results list without even having to pay.

2. Results Are Easy to Track 

Tracking the effectiveness of an advertisement campaign is extremely important when trying to determine what to continue investing in. Ensuring the right people are being driven to your website and seeing your conversion rate and performance of your keywords all play huge roles in determining the best way to adjust your search engine marketing strategy.

3. Doesn’t Rely on High Search Rankings

PPC can help you get a competitive edge without putting in the time and effort that organic SEO might require. You’re essentially able to cast a wider net with keywords to target new potential customers for your business.

So which one of these strategies should you invest in?

In reality, SEO and PPC are both needed for a successful search engine marketing push. They both have different strengths that make up for the weaknesses of the other and should complement one another since they both focus on the same advertising space. Developing a strong organic SEO and having PPC advertising only helps to boost your visibility and traffic when potential customers are searching keywords relevant to your business. Rather than seeing these two as opposites, think of them as two sides of the same coin. Both have their own sets of pros and cons but still play impactful roles in the search engine marketing space.