The Digital Strategy Debate: Should I utilise SEO or PPC for my blog?

Written by Karen Bryan

With more and more bloggers on the rise, it is hard to stand out from the digital crowd. In order to allow potential like-minded readers to find your blog, you may have to rely on more than just creative and authentic content, but also to aim to show up on Google searches.

The higher your blog is to rank on Google’s Search Engine Results Page for a particular keyword. This can be achieved by using search engine optimisation (SEO), a long-term strategy, or pay-per-click (PPC), a quick strategy.

There is an overwhelming amount of information available on SEO and PPC, it often leaves people unsure as to which strategy they should implement for their blog. In the following sections, the post will analyse the respective pros and cons between the two strategies and help you to determine what is the best digital strategy for your blog.

SEO VS PPC

There are two main differences between SEO and PPC. One of the main distinctions is that site visits from SEO are free and organic, whereas site visits from PPC costs and shows up as an advert for specific search terms, as its name suggests. The second difference is that paid ads appear above the organic list. The two have their respective pros and cons and you may want to know about them before making a choice on which kind of digital strategy to apply to your website.

SEO

Pros: There is a direct correlation between the rank of your blog on Google’s search page and how digitally valuable Google sees your site. This is particularly noticeable for when your site ranks on the first page for a particular keyword you are able to generate organic traffic to your site. The higher you rank, the more likely your blog will get noticed by the relevant people and therefore a higher click rate.

Cons: Achieving SEO results can take a lot of time and effort. There is no quick or easy way to achieve this. This means your website requires SEO friendly content and building safe links, all of which can be difficult to master and expert support is advised when strategising.

PPC

Pros: Paid search is a way to guarantee that your blog shows up on search page results, they sit on top of any organic content. This is especially useful if you want to see an instant impact on your website’s traffic rather than waiting for the impacts of SEO to kick in.

Cons: Once you stop utilising paid search, you will see an immediate drop in traffic, which means a constant investment is necessary. Unless you have enough funds for a prolonged PPC campaign, the results will revert back to its original state almost instantly.

As seen from above, both SEO and PPC have their benefits respectively. While some companies might prefer one over the other, you are not limited to utilise just one of the two strategies. In fact, a combined use will allow them to support each other synergistically. This can be a complicated process and you can even ask for professional assistance with an SEO and PPC agency, like https://www.click.co.uk/services/paid-search-ppc/, if you are ready to take your blog to the next level.