The decision whether to use PPC or SEO (or both) is an age old debate. There are various stats that can be used to demonstrate that one will provide more benefit than the other.
For example, a study earlier this year showed that on average, only 17% of the visible screen area at the top of the page features organic results. Surely, if you’re not going to be seen in the natural search results, it’s important to be visible in PPC to ensure that you’re visible to your target audience.
Counter that with the fact that 86% of searchers trust organic results more than PPC ads, then it makes sense to spend your time and energy investing in SEO to achieve higher conversion rates.
However, the fact of the matter is that it will largely depend on your business in terms of objectives, resource, budgets etc as to which channel, or combination of channels, you use. There is no right or wrong answer.
I would say that the ideal situation is to integrate your SEO and PPC with your other activity ensuring that you have a holistic approach to your marketing. Of all of the stats and facts that I’ve read, one of the most compelling comes from a Google study which demonstrates that when PPC and SEO are used together, websites received on average 50% more clicks than when just one was used. The old adage of ‘the sum of the whole is greater than the sum of the parts’ remains true.
Find out more about PPC, SEO and all other areas of performance marketing in A4U’s new Performance Marketing Guide 2013 which was published today. This is a great publication and one that we are delighted to have contributed to.