It’s a tempting thought. Why not just buy a Google search ad to get to the top of search results? For long term marketing results, SEO is your better investment.
Pay Per Click advertising (PPC) advertising are the advertisements you see at the top of these search results pages. The advertiser pays whenever someone clicks on the ad. With organic SEO, your results are on the page and you do not pay each time you earn a click.
SEO Leads to Good Page Position
If your site ranks high in Google’s result pages, that’ll result in a lot of organic traffic. Overall, organic search results have a much higher click-through rate than advertisements in Google. Data from Yoast shows that organic search actually drives 53% of website traffic, while paid search drives only 27%.
Earning a Good Rank
SEO is a lot of work. Ads go away as soon as you stop paying. However, a good website with high-quality content and brand authority, will not stop ranking overnight.
- Great content
- Use keywords
- Link internally and externally
- Compliance with technical requirements for accessibility and ease of use
You’ll need to have great content in order to convince people of your product or service, even if you get your traffic through advertisements.
Google Is Getting Smarter
Google is getting more sophisticated about analyzing website content. To qualify for a search ad, you need to have demonstrated content to back up the ad. So you need to do that SEO work after all.
SEO is more work than setting up an advertising campaign. It will not get you immediate results. But in the long run, it is the most important strategy to attract traffic to your website.