SEO and PPC are the advertising methods that google search results pay for. Both forms have their own strengths and weaknesses, however they can support each other to deliver a good marketing outcome. Currently, Google is the no. 1 search engine in the world, used by 90% of Internet users every day. In Vietnam, google usage rate is up to 95%. So, the use of SEM is also very effective, helping to reach your customers quickly.
Sem’s goal is when you tap both SEO and PPC to get traffic from search engines. So when do you need to focus on SEO? And when should we focus on PPC or “solve” them at the same time? All will be in the following article, let’s refer to it!
I. What is the cost of SEO compared to SEM?
A lot of people are attracted to SEO because it’s “free website traffic.” And you probably don’t have to pay when someone clicks on your site in paid search results. However, don’t be confused that SEO is not free. For example, take a quick look at one of the pages currently ranked #1 on Google for “SEO on the page” as follows:
The 1st-rated site is a great thing. The traffic of that keyword literally every day. And you won’t need to do anything or pay anything for that traffic.
But it may take you a lot of money, time, and effort to get that No. 1 ranking. At a high level, you must build Backlinko’s Domain Authority by constantly delivering world-class content and promoting it by email reach.
Then you have to find that keyword using the paid SEO tool, Ahrefs. That tool alone cost up to $355/month. Then, having its own content, you’ll have to invest more than 20 hours to write that post. There’s also a developer who has written code and implemented the actual page but there’s no guarantee that this page will rank for anything.
In contrast to the 100% PPC SEM method, in which case you are spending cash in advance. But at least you know that you’ll get some results from that effort. You can even set your account to automatically bid so that you appear in a certain location.
So in the short term, PPC is usually cheaper than SEO. And when you stop paying, your traffic will be zero. But with SEO, once you rank, you’ve got pretty much everything, your investment is everything. Once you actually rank, you don’t need to invest a lot of money in maintaining your current ranking.
And when it comes to costs, SEO and PPC have their pros and cons. That’s why most businesses use marketing strategies including SEO and PPC.
II. What does SEO or PPC focus on?
Should you focus 100% of your digital marketing efforts on SEO? Or should you combine SEO and PPC and launch a comprehensive search marketing campaign.
1. When do you need to focus on SEO?
You have a very limited budget: If you’re a startup or small business with a small marketing budget, you may want to focus on SEO. You may not see ROI on your SEO budget for months or years. But it still makes more sense than burning out your marketing budget on PPC ads that can only run for a week.
You can rank for informational keywords: Information keywords are terms like “what is X” or “how X is.” While these types of search queries don’t convert well, they get a lot of search volume. So if you feel you can write GREAT content on topics that customers search for on Google, then SEO is probably your best option.
For example, my entire business has been built on ratings for informational keywords that my target audience (professional marketer) searches for.
You can wait: SEO and content marketing take time to get started. So if you can play long-term games and wait 6-12 months to see legitimate traffic start coming from Google search, go with SEO.
You’re good at Link Building: Creating high-quality content is an important part of Google’s rankings, but that’s not enough. If you’re serious about ranking, you also need to use a number of different link building strategies to get other sites to link to you.
2. When do I need to focus on PPC?
You have a consistent advertising budget: One of the interesting things about PPC advertising is that you can set a tight budget. That way, you can’t spend more than you intended. And it’s easy to conclude that it’s easy to spend that budget quickly if you don’t know what you’re doing (and if you’re just starting out with paid advertising, you won’t).
That means you need a regular monthly budget that you can use to figure out how to combine keyword targeting, ad copy, landing pages, and bids that work best for you.
You can manage an AdWords account: On the surface, PPC sounds super simple. Put bids on keywords. Get traffic. But in reality, managing a Google Ads account is no joke. You need to consider keyword targeting, advertising, quality score, ROI, conversion rate, etc. and process all this data to make decisions about how to get the most out of your ads.
One of the first things you’ll learn about PPC: is that you need targeted landing pages for each ad or at least each ad group. So to get the most out of PPC, you need a way to quickly launch many different websites. And run the A/B test to find out which one works best.
3. When should you tackle SEO and PPC at the same time?
We’ll answer this question with a real example:
For example, when you launch your first website, you’re running SEM all by yourself. Then you’ve written the content and optimized it for your search engines (SEO) and Google Ads (PPC) account management. So, in addition to the “Founder” role, you’re also the “SEM Manager.”
And because you’re trying to do SEM on your own site, SEO and PPC have taken a hit. That’s too much for a manager, but if you feel like you have employees managing both PPC and SEO, move on. If not, you should only choose one of the two.
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