You’ve probably heard a lot about SEO vs PPC over the years. But how to know which strategy is actually better for a B2B SaaS website?
If you start grappling to get the attention and traffic, you are not alone. Many are plagued with the same issues around acquiring customers, and it is not only in the beginning or start-up phase of an organization.
Even well-established websites go through highs and lows when it comes to gaining customers. Trying to balance the budget, and keep up with ever-changing strategies to produce measurable results for a marketing campaign is no walk in the park.
It can take months or even years to see results from SEO, but when it does pay off, it can provide an ongoing source of traffic and leads for the website.
PPC, on the other hand, is a much more immediate way to get results. You can start seeing results from PPC campaigns almost immediately, and the budget can be scaled to get even more traffic.
So which one should you choose for your website’s growth?
Should You Choose PPC or SEO?
The answer to this question really depends on ultimate business goals, objectives, and budget. Simply put - for immediate results with a higher budget to support the campaign a PPC may be the best route.
However, for a long-term solution that will provide ongoing traffic and leads, then SEO is probably a better option.
To figure out exactly which one is the best choice for a B2B SaaS website, marketers first need to know what exactly are SEO and PPC, as well as fully understand the difference between PPC vs SEO.
Let’s explore that right away!
What is SEO?
SEO, or Search Engine Optimization, is the process of optimizing a website for Google’s search engine to earn higher web traffic levels and improve the visibility of the site. SEO requires both on-page and off-page tactics to be effective.
When professional SEO services are executed effectively, a website can achieve higher rankings on the world's top search engines, such as Google, Bing, Baidu, and Yahoo.
The Components of SEO
SEO or search engine optimization involves having content on a B2B SaaS website that increases visibility, relevance, and credibility.
When a search engine like Google crawls the website, it will recognize and understand the content on it and will decide whether a website is relevant and trustworthy with respect to the query made by the user.
Let’s take a look at some of the most important elements of The SEO Periodic Table.
On-page Optimization
The first and most important element of SEO is on-page optimization. This refers to all the content that is on the website, including the code, design, layout, and text.
It is important to have keyword-rich titles and descriptions, as well as well-optimized images and videos. In addition, B2B SaaS websites should be easy to navigate and have a clean and user-friendly design.
Off-page Optimization
Off-page optimization is just as important as on-page optimization, if not more so.
This refers to all the activity that takes place off of the website that can impact SEO.
This includes things like social media engagement, backlinks, and local directory listings.
Search engines such as Google and Bing use backlinks to verify the quality of a website’s content. Higher-quality backlinks rank sites higher on SERPs.
Content
One of the most important elements of SEO is content. B2B SaaS website’s content needs to be original, keyword-rich, and informative. In addition, content should be updated regularly to keep the website fresh and relevant.
What is PPC?
PPC, or Pay-Per-Click, is a type of advertising where businesses can pay to have their ads displayed on the first page of Google’s search engine results. When a user clicks on one of these ads, the business will then pay Google a predetermined amount.
The most common type of PPC is Google Ads, which allows businesses to bid on certain keywords to have their ad appear when someone searches for that keyword. With professional PPC services, search result ads are the most popular form of PPC, followed by display advertising, such as banner ads.
The Components of PPC
PPC or pay-per-click marketing is a type of online advertising where advertisers pay a fee or costs when a user clicks their ads. Advertisers bid on the value of a click in association with the keywords, audience, and platforms.
The platforms may be a search engine such as Google, Bing, or Yahoo, or a social media site such as Facebook or LinkedIn. PPC can be used to achieve a variety of business objectives, such as increasing website traffic, generating leads, and boosting sales.
What Is PPC Management
PPC Management - PPC management is the process of planning, executing, and optimizing a pay-per-click marketing campaign. PPC management includes keyword research, ad creation, bid management, and landing page optimization. Keyword research is the process of finding the right keywords to target in the PPC campaign.
Ad creation involves writing compelling ad copy that includes the target keyword.
Bid management is the process of setting and managing bids on the different keywords in the campaign.
The Basic Difference between PPC and SEO
The difference between SEO and PPC is that with the PPC method, you are paying for users to click on search engines or digital advertising, such as Facebook ads that take the user directly to the website.
Alternatively, SEO is all about creating content such as blogs or backlinks that raise SERP ranking, the higher the quality of the content the better are the chances of organically ranking to the top spot on Google, Bing, etc.
PPC gets fast and predictable fast, yet the return on investment is moderate averaging from 500% to 1000% return on ad spend. SEO gets gradual results that can be unpredictable to a degree, but the return on investment is much better.
SEO vs PPC: What About Conversions?
The main difference between SEO and PPC is that SEO is about getting organic or natural traffic to the website, while PPC is about buying traffic through ads.
But what about conversions?
Conversions are the number of times a user completes a desired action on the website, such as making a purchase or filling out a form. Both SEO and PPC can be used to increase conversions.
If PPC ads are specifically targeted and optimized for conversions, then you can expect a higher conversion rate than if you were to rely on SEO alone. However, if the SEO is strong and a website is optimized for conversion, then you can expect a higher conversion rate from organic traffic.
Ultimately, the best approach is to use both SEO and PPC to maximize the chances of conversion. By using both methods, you can ensure that the website is getting the most traffic possible and that this traffic is high-quality and relevant to B2B SaaS products or services.
For a quick buck, PPC will get the conversions you need if the ads have highly optimized keywords they will get you more conversions but will cost more.
And lastly, if you want a long-term strategy that will get more and more conversions over time, then focus on SEO to get organic traffic that converts well.
SEO vs PPC: Which One is Better For My Website?
There is no easy answer when it comes to choosing between SEO and PPC. The best approach is to use both methods to get the most traffic and conversions. PPC is a great way to get quick results and it can be very effective if ads are well-optimized. However, SEO is a more sustainable long-term strategy that will continue to bring traffic and conversions over time.
If you have the budget, then using both methods is the best approach. If you are on a tight budget, then you will need to decide which method is more important for B2B SaaS business.
If you are selling a product or service that people are searching for online, then SEO should be the top priority.
If you are selling a unique product or service that people are not likely to search for online, then PPC may be a better option. If you have an eCommerce website, looking to compete with eCommerce heavyweights like Amazon or Alibaba, a website will struggle to outrank organic search results.
PPC paid ads would be a better option in this case because they will spark a fire in B2B SaaS brand awareness campaigns.
Getting You The Results You Need Every Single Time
Here at Veza Digital, we offer both SEO and PPC services that are designed to get you the results you need. Both SEO & PPC need finesse, they can be taught via an online course and you are smart enough to learn how to execute a strategy, but it takes time, effort, and money.
Don’t hesitate to reach out to Veza Digital’s SEO and PPC experts, because we can create a perfect combination of SEO and PPC to get you the best possible results.
SEO is a long-drawn process that requires a lot of time and effort to show results, while PPC is an instant way to get a website in front of its target audience.
Both methods have their pros and cons, and both are important for any website that wants to succeed online. Only if you know how, and when to use both of those strategies will you ensure that you’re not wasting time, money and energy.
Our experts are waiting for you!
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