It’s the most asked, debated, and perplexing questions asked about online marketing– “Should I be using SEO or PPC to get traffic to my website?” As these are the two most commonly used strategies to increase traffic to websites, it pits two hometown rivals against each other. Which approach is better? It depends.
The Difference Between SEO and PPC for the Security Industry
Since marketing needs a focus to be effective, you have to determine the most effective way to allocate your marketing spend. In a lot of cases that means you need to choose a team, SEO or PPC. Or maybe both…? To do that you need to know the game and player stats.
PPC allows you to drive visitors to your site through paid marketing programs such as Google Adwords, or Yahoo Search Marketing. The security company advertiser bids on keywords to achieve their position on search engine results pages in the sponsored links section, banner ads, shopping ads and more. The (winning) placement is immediate. In a very specific market such as in the security industry PPC pits smaller often independent companies against the large national brands with a much larger advertising budget.This can make PPC cost prohibitive.
What Is SEO?
SEO (Search engine Optimization) helps build traffic through organic searches. The strategy is not just about using targeted keywords to make your site more impactful to search engines, it is also about making you a go-to authority on the security issues that need solutions. Major search engines factor in how people interact with the site and if they come back in their analytics. The results are not immediate, but staying the course with SEO can land you at the top of rankings.
So Which Is Better?
According to Juniper Research, an astounding 81% of consumers use search engine results to determine their decisions, so being found is unquestionably important. Knowing this it would seem that PPC advertising is the way to go. Research shows otherwise however. In fact, an organic result is 8.5 times more likely to be clicked through than a PPC ad, and those clicks are far more likely to be quality leads.
Research shows otherwise. In fact, an organic result is 8.5 times more likely to be clicked through than a PPC ad, and those clicks are far more likely to be quality leads.
Why? Think about your own search habits. How often do you scroll past paid ads down to organic search results? Most people realize that the paid ads are just that- ads- and do not necessarily represent the most qualified business. Searchers are far more likely to connect a security company they feel is trusted by the community (represented by organic search results).
That’s important when you are trying to connect to ¾ of your potential customers.
Conclusion…SEO Is Generally Better for Security Companies.
When done well, both PPC and SEO can yield results, but it is important to understand the differences between them so that you can ensure that the kind of result matches your intended goal.
Your business will definitely do well if you invest the time and energy into creating SEO advertising that targets your audiences. Although it may take some time to see your SEO effort, but it will be worth it for your business. PPC is fast, but how long will it last?
Remember the vast scope and inevitable limitations of your business, remember that your local customers still want the local, targeted service you provide, and your online SEO marketing will be so much more successful than you could ever have imagined.
Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.
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