One of the most common questions we receive from Cleveland business owners is whether we recommend SEO or PPC for their digital marketing strategy.

Just like parents can’t pick their favorite kids, our digital marketing agency can’t select a definitive strategy.

Every business should have short term and long-term marketing objectives. SEO will be more of a long-term play that can yield a better ROI while PPC is more instantaneous.

Benefits of PPC
If you are a concrete company in Solon and want to generate more business, we can get your phone ringing the very next day with a robust PPC strategy. I’m not trying to sound overly confident but we have a unique PPC strategy that consists of the following:

  • We design and develop a great landing page that will align with the ad copy and keyword your perspective client is searching for.
  • We’ll strategically bid on proper keywords that will convert for your brand.
  • We’ll create compelling ad copy that will generate a high click through rate to drive new business to your landing page and convert via a contact form, phone call or e-commerce purchase.

Downside of PPC
Every time someone clicks on your PPC advertisement, it is costing you money. In some industries, like for personal injury attorneys, it can cost you $45 PER CLICK anytime someone clicks on your advertisement.

Let’s say your law firm gets 10 clicks to your website and doesn’t convert any of the clicks, unfortunately, you are out $450.

Benefits of SEO
If you appear at the top of Google for a search query that is relevant to your business organically, you don’t have to pay for each click.

Let’s look at the example below. For the search query, “Cleveland Dentist” you can see that Hudec Dental is paying for advertisement placement. It doesn’t look like he has a ton of competition, so this is likely paying dividends. Still, each time someone clicks on his advertisement, he is paying an average of $10.88 per click. I was able to figure this out using Google Adwords Keyword Planner.

Sticking with the example above, Dr. Brad Hylan is ranking #1 organically, meaning he is in the very top position on Google. This means each time someone clicks on his website, he doesn’t have to pay a penny since it is organic!

Now you can understand why an effective SEO strategy can be very lucrative from an ROI perspective! 100 people can click to your site and it doesn’t cost you a penny.

According to Search Engine Land, 33% of search traffic goes to the #1 overall placement on Google. The second position receives 18% and the third position receives 11.4%. Not only is ranking on the first page of Google important, ranking towards the top is where the majority of the clicks go towards.

Downside of SEO
You need patience if you want to rank on the first page of Google. Some business owners can’t cope with the fact that it can take 6-8 months to move onto the second page of Google and over a year to populate on the first page of Google.

Some industries are more competitive than others. If a competitor has been investing in SEO for 3 years and you start next week, you have some catching up to do. Once you gain placement on the first page of Google, you’ll realize the investment is well worth it.

Just like a good football team needs a solid ground game and passing attack, each business needs a diverse digital marketing strategy. Don’t overlook investing in SEO for the long term. PPC can drive instant business but it can come at a hefty price point.