SEO concept shot

Your company needs a website that functions well. With it, you’ll have an easier time of maintaining your online presence online to attract consumers and sustain your business. Salt Lake City’s SEO Werkz explains that you don’t impress potential customers with your innovative facilities; it starts with your website design.

But a functioning website is not a guarantee to having a commanding presence online. Before you have an opportunity to make that first impression, you need to get traffic to your website. You can do so through search engine optimization (SEO) and pay-per-click advertising. The question is which is the better option?

1. The Average CPC’s in your Business Category

The cost per click (CPC) often varies from industry to industry. You can establish this by looking at the amount your competitors are willing to pay for their ads. It is a practice for PPC platforms to give their users the opportunity to bid what they are comfortable paying for one keyword click. When the CPC is high, it could be better to go for SEO.

2. The Competitiveness of SERPs in Your Category

The level of competitiveness of search engine result pages (SERPs) often varies depending on the choice of target keywords. You can determine the competition level for keywords by entering them into Google Keyword Research Tool. You also need to know the number of people bidding on your preferred keywords. If a significant number of authority websites use your preferred keyword then PPC could be a better choice.

3. Your Marketing Budget

PPC advertising, in comparison to traditional advertising, is affordable. You pay only when a user clicks your ad and you can control your budget. But there are instances when PPC can be expensive, depending on your keywords; branded PPC is especially getting pricier.

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With SEO, you can use free online tools to determine key changes to your website to improve traffic. You can also incorporate SEO tactics to your website development budget.

Ultimately, your decision could include both strategies because no one technique works 100 percent for businesses. The goal is to make the most of available tools to meet your target. Whether you’re looking to increase sales or improve brand visibility, PPC and SEO could work hand in hand.