SEO or PPC

Having a strong online presence is essential for the success of any business. Businesses are constantly looking for proven strategies to improve their visibility,and generate more sales.

The top two online marketing strategies worth considering are search engine optimization (SEO) and pay-per-click (PPC) advertising.

So which is the most cost effective for your marketing goals in Middlesbrough?

Middlesbrough Marketing Brief

Middlesbrough is a town in the Middlesbrough unitary authority borough of North Yorkshire, England. The town lies near the mouth of the River Tees and north of the North York Moors National Park. The built-up area had a population of 148,215 at the 2021 UK census.[1] It is the largest town of the wider Teesside area, which had a population of 376,633 in 2011.[2]

Since 1996 when Middlesbrough has been a unitary authority within the ceremonial county of North Yorkshire.

Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search,[3] news search, and industry-specific vertical search engines.

Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.[1][2]

Pay-per-click is usually associated with first-tier search engines (such as Google Ads, Amazon Advertising, and Microsoft Advertising formerly Bing Ads).

Important entities in SEO, SEM and PPC

Category Entity Description Source
SEO Keywords Terms and phrases that people use in search engines, which websites aim to rank for. Source
SEO Backlinks Incoming links to a webpage from other sites, indicating the content's credibility and authority. Source
SEO Meta Descriptions Short page descriptions that appear under the title in search engine results, influencing click-through rates. Source
SEM Quality Score A Google Ads metric that affects ad rankings and cost per click, based on ad relevance, landing page quality, and click-through rate. Source
SEM Ad Auction The process by which search engines determine which ads to show for a particular keyword and their order. Source
PPC Click-Through Rate (CTR) The percentage of people who click on your ad after seeing it, used to gauge the effectiveness of online advertising campaigns. Source
PPC Cost Per Click (CPC) The price paid for each click in a PPC advertising campaign. Source

To better understand the cost-effectiveness of SEO and PPC, it is important first to understand the basics of these two digital marketing strategies.

Both SEO and PPC are essential components of digital marketing strategies. While SEO focuses on attracting organic traffic, PPC allows businesses to drive immediate results and target specific audiences.

By combining these two strategies, companies can create a comprehensive digital marketing plan that maximizes their online presence and generates the desired results.

The Foundations of SEO Involve Building Visibility in The Search Engines

One of the key elements of SEO is building organic visibility through search engine optimisation. This involves optimising a website's structure, content, and backlinks to improve its ranking in organic search results.

Important SEO factors to consider, some of which take to action, are;

  • user experience
  • good site navigation
  • fast loading web pages
  • relevant quality content
  • quality backlinks
  • content marketing

The Essentials of PPC - Leveraging Paid Ads for Immediate Impact

While SEO focuses on organic visibility, PPC allows businesses to leverage paid ads for immediate impact and targeted reach.

PPC campaigns involve creating targeted ads and bidding on specific keywords to appear at the top of search engine results or on other online platforms.

Search ads are a common form of PPC advertising, where advertisers bid on keywords related to their products or services.

When users search for those keywords, the ads appear at the top of search engine results, above organic listings. PPC campaigns provide businesses with instant visibility and the ability to reach a highly targeted audience.

The success of a PPC campaign depends on various factors, including the ad copy, targeting options, and bidding strategy.

Ad copy plays a crucial role in attracting users and driving conversions. By creating compelling and relevant ad copy, businesses can increase the chances of users clicking on their ads and taking the desired action.

PPC campaigns offer businesses immediate results and the ability to precisely target their audience.

By leveraging paid ads, businesses can increase their online visibility, drive traffic to their websites, and achieve their marketing goals in a short period of time.

However, it is important to carefully plan and optimize PPC campaigns to ensure cost-effectiveness and maximize the return on investment.

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Maximizing PPC ROI in a shifting landscape: Insights on Google's SGE and SEO integration 

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The Long-Term Value and Return on Investment for SEO

One of the key advantages of search engine optimisation (SEO) is its long-term value and ability to generate a higher return on investment (ROI) over time.

And if your seeking advice on SEO in Middlesbrough reach out to a professional SEO agency like Search Click Digital.

SEO strategies focus on improving a website's organic search visibility, which can lead to a consistent flow of website traffic and conversions.

Moreover, SEO implementations have a cumulative effect over time. As a website continues to rank higher in the free organic search results and attract more organic traffic, it gains authority and credibility, which can lead to higher conversion rates and return on investment (ROI).

While SEO strategies may require initial investment in terms of time, resources, and expertise, the long-term value and ROI make it a cost-effective approach for businesses looking to establish a long-lasting strong online presence and attract regular and consistent website traffic.

Key Factors Influencing SEO Costs and Outcomes

The cost and outcomes of implementing SEO can vary depending on various factors. Some key factors that can influence SEO costs and outcomes include:

  1. Relevant Keywords: The competitiveness of the keywords targeted in the SEO strategy can impact the overall cost and outcomes. Highly competitive keywords may require more resources and time to achieve desired rankings.
  2. SEO Implementations: The specific SEO strategies implemented, such as on-page optimisation, link building, and content creation, can impact the cost and outcomes of SEO efforts. Each strategy may require different resources and expertise.
  3. One-off or Recurring Monthly Costs: The average cost of SEO services can vary depending on the expertise and reputation of the SEO provider. Businesses should consider their budget and goals when selecting an SEO service provider.
  4. The Evolution of Digital Marketing: The digital marketing landscape and industry trends can also influence SEO costs and outcomes. Changes in search engine algorithms or new technologies can require adjustments to SEO strategies and investments.

By considering these factors and developing a comprehensive SEO plan, businesses can optimise efforts, manage costs, and achieve desired outcomes in terms of organic search visibility and website traffic.

PPC Generates Immediate Traffic But Can Incur Long-Term Costs

Pay-Per-Click (PPC) advertising campaigns provide businesses with the advantage of immediate traffic and quick results.

By running targeted ads and bidding on specific keywords, businesses can drive instant traffic to their websites and increase their online visibility.

The immediate traffic boosts offered by PPC advertising can be particularly beneficial for businesses that need to generate quick results or promote time-sensitive offers.

PPC allows businesses to reach their target audience at the right time and drive them to their website or landing page.

To ensure the cost-effectiveness of PPC campaigns, businesses should carefully monitor their ad performance, adjust their bidding strategy, and optimise their ads for better results.

By balancing immediate traffic boosts with long-term costs, businesses can achieve their marketing goals and generate sustainable website traffic.

SEO or PPC

PPC Generates Immediate Traffic But Can Incur Long-Term Costs

Short-Term Marketing Goals: SEO or PPC?

When it comes to short-term marketing goals, the choice between SEO and PPC depends on various factors, including the specific goals, target audience, and desired online presence of a business.

For businesses with short-term goals such as promoting time-sensitive offers or generating immediate website traffic, PPC can be a more suitable strategy.

Pay-Per-Click ad campaigns allow businesses to reach their target audience quickly and drive instant traffic to their websites.

On the other hand, if a business aims to build a sustainable online presence and attract organic traffic in the long run, SEO can be the preferred strategy. SEO focuses on optimising a website for relevant keywords and improving its organic search visibility.

Ultimately, the choice between SEO and PPC for short-term marketing goals depends on a business's specific objectives and requirements. By aligning the marketing strategy with the goals and target audience, businesses can effectively achieve the desired results.

When to Prioritise SEO in Your Marketing Strategy

SEO should be viewed as medium to long term marketing strategy for businesses aiming to achieve long-term benefits, improve organic rankings, and enhance their online visibility.

One of the key advantages of SEO is its ability to generate sustainable organic traffic and improve a website's organic rankings.

By focusing on keywords optimisation and creating valuable content, websites can attract organic traffic that is more likely to convert into customers.

Moreover, SEO strategies contribute to building a strong online presence and improving brand visibility.

And by consistently publishing high-quality content and providing a great user experience, businesses can establish themselves as authoritative sources in their industry and gain the trust of their target audience.

While SEO may require initial investment in terms of time and resources, the long-term benefits and sustainable results make it a valuable strategy for businesses looking to establish a strong online presence and attract organic traffic.

Situations Where PPC Offers Better Short-Term Returns

Digital advertising offers better short-term returns in certain situations where businesses need immediate results and want to target specific audiences.

For example, when businesses are running time-sensitive promotions or launching new products or services, PPC campaigns can quickly generate website traffic and drive conversions.

PPC allows businesses to reach their target audience at the right time and place their ads in front of potential customers searching for specific keywords on search engines like Google.

PPC campaigns also provide companies with immediate results and the ability to measure the effectiveness of their ads through conversion tracking.

And by analysing the performance of their ad campaigns, businesses can make data-driven decisions and optimize their ads for better results.

In situations where short-term returns and precise audience targeting are crucial, PPC advertising can be a more effective than SEO, as companies can achieve their marketing goals and generate immediate results.

Comparative Analysis of SEO vs. PPC Statistics

Analysing the statistics of SEO and PPC can provide valuable insights into the effectiveness and cost-effectiveness of these strategies.

SEO statistics reveal the impact of search engine optimization on organic search traffic, conversion rates, and website rankings.

PPC statistics provide data on ad click-through rates, conversion rates, and cost-per-acquisition (CPA).

By comparing these statistics, businesses can evaluate the performance and ROI of their SEO and PPC efforts.

For example, businesses can analyze the conversion rates of organic search traffic vs. PPC traffic to determine the effectiveness of each strategy in driving conversions.

They can also compare the cost-per-acquisition of SEO vs. PPC to assess the cost-effectiveness of these strategies.

Overall, a comparative analysis of SEO vs. PPC statistics can help businesses make data-driven decisions, optimize their digital marketing strategies, and allocate resources effectively.

Cost-Per-Acquisition (CPA) in SEO vs. PPC

Cost-per-acquisition (CPA) is an important metric for evaluating the cost-effectiveness of SEO and PPC strategies.

In SEO, the CPA is calculated by dividing the total cost of SEO efforts by the number of conversions generated through organic search traffic. SEO costs include the time, resources, and expertise invested in optimizing a website for search engine visibility.

In PPC, the CPA is calculated by dividing the total cost of PPC advertising by the number of conversions generated through paid ad clicks. PPC costs include the ad spend and any additional costs associated with managing and optimizing PPC campaigns.

By comparing the CPA of SEO and PPC, businesses can evaluate the cost-effectiveness of these strategies and determine which approach provides a higher return on investment.

When analysing the CPA, it is important to consider not only the conversion rate but also the overall cost of SEO and PPC efforts.

Conversion Rates: SEO vs. PPC Compared

Conversion rates play a crucial role in evaluating the effectiveness of SEO and PPC strategies in driving customer actions.

In SEO, the conversion rate is the percentage of website visitors who take a desired action, such as making a purchase or filling out a form, after arriving through organic search results.

The conversion rate in SEO is influenced by various factors, including the relevance and quality of the organic search traffic and the effectiveness of the website's conversion elements.

In PPC, the conversion rate is the percentage of ad clicks that result in a desired action. PPC campaigns allow businesses to target specific keywords and create tailored landing pages to maximize the conversion rate.

By optimising the ad copy, landing page design, and call-to-action, businesses can improve their PPC conversion rates.

Comparing the conversion rates of SEO and PPC can provide insights into the effectiveness of each strategy in driving customer actions.

Businesses can analyse the conversion rates to determine which approach provides a higher ROI and aligns with their marketing goals.

PPC Generates Immediate Traffic But Can Incur Long-Term Costs
Industry Insights: Expert Opinions on SEO vs. PPC

Industry experts have different opinions on the effectiveness and cost-effectiveness of SEO and PPC strategies.

Some experts believe that SEO provides long-term value and sustainability, while others argue that PPC offers quick results and precise audience targeting.

The opinions vary depending on factors such as the specific goals, target audience, and budget of a business.

Overall, industry insights and expert opinions can provide valuable perspectives on the pros and cons of SEO and PPC strategies.

By considering these opinions and aligning them with their own business goals, businesses can make informed decisions and develop effective digital marketing strategies.

Case Studies Highlighting the Cost-Effectiveness of Each Strategy

Several case studies highlight the cost-effectiveness of SEO and PPC strategies in different industries and business scenarios.

In one case study, a small e-commerce business focused on SEO strategies to improve its organic search rankings and attract organic traffic.

By optimising its website and creating high-quality content, the business saw a significant increase in organic traffic and conversions. The cost per acquisition (CPA) for SEO efforts was considerably lower compared to other marketing channels.

In another case study, a technology startup used PPC campaigns to drive immediate traffic to its website and promote a new product launch.

The business achieved a high conversion rate and saw a positive return on investment (ROI) from its PPC efforts. The cost per acquisition (CPA) for PPC campaigns was competitive compared to other marketing channels.

These case studies demonstrate the cost-effectiveness of both SEO and PPC strategies in different business scenarios.

By assessing real-life examples, businesses can gain insights into the potential benefits and returns of implementing these strategies.

Surveys and Reports: What the Data Tells Us

Surveys and reports provide valuable data and insights into the effectiveness and cost-effectiveness of SEO and PPC strategies.

According to a survey conducted by a leading digital marketing agency, 64% of marketers actively invest in SEO, highlighting its importance in digital marketing strategies.

The survey also revealed that businesses that invest in SEO see a significant increase in organic search traffic and conversions.

Another report analysed the performance of PPC campaigns across different industries and identified the average cost-per-click (CPC) for various keywords.

The report highlighted the competitiveness and fluctuation of CPC in different industries, which can impact the cost-effectiveness of PPC marketing strategies.

By analyzing surveys and reports, businesses can gain a better understanding of the industry trends, benchmarks, and best practices for SEO and PPC strategies.

This data-driven approach can inform decision-making and help businesses optimize their digital marketing efforts.

Frequently Asked Questions


  • Search engine marketing (SEM) results on the SERP page are marked as ‘Ads’. SEO results are not.
  • SEM results are targeted to a specific group of users, while SEO results are not.
  • SEO and SEM (&PPC) rely on different ranking factors. 
  • The impact of SEO is long term, while the impact of SEM and PPC is immediate.
  • SEM results run on a pay-per-click model while SEO results are free.

SEM (Search Engine Marketing) combines both organic (SEO) and paid strategies (PPC). Think of SEM as a partnership between SEO and PPC.

 

The average monthly cost for SEO services ranges between £300 and £6,000, with median rates tending to be between £500 and £1,500.

Monthly costs all depend on whether you are doing Local and National SEO and how competitive your market is.

PPC ads can cost roughly between £0.60 to £7.00 per click. Costs will increase according to the how competitive the target market is, in terms of industry and population density.

Companies spend on average between £600 and £10,000 per month on PPC ads.

The services of an digital ads manger will cost between 10% and 30% of the total ad spend, or an agreed daily or monthly rate.