Search Engine Optimization (SEO) or Pay Per Click (PPC), which is better? There is no direct answer to this, as they must work together for a successful digital marketing strategy.
For better context:
SEO is search engine optimization, which relies heavily on content marketing. Therefore, SEO is a natural, organic search that directs traffic to your website. This means that to be successful with SEO, you must be successful with 3 aspects of SEO: page optimization, off-page optimization and technical SEO.
More importantly, your content marketing should be top notch. You need to provide amazing content for your prospects, for Google to rank you at the top 3 of the first page and for your users to click on your website. An important part of this equation is: the Google algorithm. You have no control over it. And if you don't have control over the ever-changing Google algorithm, that means you can lose your SEO traffic every time Google launches a new algorithm update. What does this tell you? You are not 100% in control. Also, SEO is like "rain", you can't predict when it will rain or how much it will rain. If and when you can estimate the time of rain, you cannot predict the amount.
Now, click on PPC or Pay is a form of advertising where you pay only when your target audience clicks on your ad. Your ad can be a search, display, Gmail, or purchase. It may be on other search engines like Bing, Yahoo, but the most popular platform is Google.
Pay-per-click is completely under your control, as you can set your budget, targeting, traffic time and more. PPC, I would say is like a "water hose", your charge is 100%. You can direct traffic to any part of your website you want.
However, neither SEO nor PPC is better. The two should work together. No one says I don't want rain because I have a water hose.
You can improve your digital marketing strategy by providing advanced SEO content and direct traffic to your website through PPC.
For better results you should learn to combine both PPC and SEO.
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