Depending on the nature of your company, Search Engine Optimisation (SEO) may contribute more to you achieving your overall business strategy as opposed to Pay-Per-Click (PPC) advertising does. In this article, we take a closer look.
PPC vs SEO
Look at your budget first
New information released by the Small Business Institute states that there are a quarter of a million small, medium enterprises (SMMEs) in South Africa. These businesses make up 98.5% of the economy. As SMMEs are usually quite small and have not been in business for very long, their budgets – particularly their marketing budgets – will not be very big. More often than not, they will not have a marketing budget at all.
A new website does not have a high domain authority and, as such, will not feature close to page one of the Search Engine Results (SERPs) pages. This is because the domain that they are working on is very young.
Factors such as building good quality internal and external links, keeping the content on your website fresh and up to date as well as ensuring that there are no bad links on your site will contribute to increasing your domain authority.
Using PPC will get your new site visible on the front page of the SERPs. So, when a user makes a query that contains one/all of the keyword(s) that you have allocated to your advert, your advert will be one of the first things that is the user sees when his/her results are displayed. Even if you only can afford a miniscule budget, allocated it to a PPC campaign. You will see the results.