When you're a business owner looking to generate more traffic to your site, how do you make sure your potential customers visit your company page instead of a competitor? The two most popular ways of driving more traffic to a website are SEO (Search Engine Optimisation) and PPC (Pay Per Click). "But which one do I incorporate into my marketing strategy?!" we hear you ask - the answer to this question is: it all depends on your goals.

1. SEO vs PPC
Which Is
The Silver
Bullet?

2. What is SEO?
• Search Engine Optimisation is the process of
maximising your website’s visibility in the
organic search results on search engines
like Google or Bing.
• Following SEO best practices will help your
site rise in the search rankings for relevant
search terms, usually with the implicit goal
of gaining more visitors from organic search.

3. What is PPC?
• PPC or “Pay Per Click” involves paying for
traffic via Google Adwords, Bing Adwords,
Facebook Advertising or similar.
• This involves bidding in an auction for
visibility of your Ad in search results for
search terms of your choice.
• You are usually charged on a “per click”
basis, and the price of a click varies
dependent on how popular the search is,
how relevant your website is to the topic
and how many others are bidding on that
term.

4. WHY
WOULD
SEO WIN?

6. Your efforts shall be repaid
• SEO best practices are often pretty much website and customer journey best practices. These
things pay dividends in areas other than organic search.
• A steady, predictable flow of fresh organic visitors is a long term investment will pay for itself
many times over the period of years and years. All of the effort you make now is cumulative.
• People always ask, ‘But Jon, how do Noisy Little
Monkey rank so well?’ and it’s because we’ve been doing it for 10 years
(and really well).

7. You get more for your
money
• Good SEO agencies will give you good
advice and will also try and look at the
bigger picture

8. You’ll receive human
recommendations
• Outreach required as part of SEO
will make you visible in other
ways - if you’re reaching out to
people in your industry
(influencers, trade press, national
press etc) that’s good for overall
profitability, as they’re much
more likely to refer you business.
• Visibility in different publications
and at events drives traffic itself,
gets brand awareness and over
time the cumulative affect of the
links is that your page ranks
better. *YAAAAS we luv that
stock photography

9. WHY
WOULD
SEO LOSE?

10. Unexpected algorithm changes
• Google will change its algorithms between 500-600times a year
• Although most are minor, Google occasionally rolls out major algorithmic updates
(Google Panda and Google Penguin)
• This means that sites that have been optimised to please the current Google algorithm can
potentially lose rankings and profits practically overnight.

11. Reporting is hard. Justification is hard.
• Tracking the ROI of individual activities and tasks, or even
whole campaigns can be very difficult: it’s hard to tie leads,
sales and revenue to optimised page titles, links from
bloggers and blog posts.
• It can be harder still to convince your bosses or your board
that continuing to invest in SEO is the right thing to do, if you
are seeing no increase in organic traffic after 3 months of
activity.

12. SEO is a slooooooow burner
• SEO efforts are much like buying a house. When
you buy a house, you’re in it for the long haul. It
can take you a number of years until you own the
house and can celebrate when you pay off your
final mortgage payment.
• SEO is much the same – it’s a long journey. You
need to be putting the effort in consistently
before you start seeing results.

13. WHY
WOULD
PPC WIN?

15. You’ve got full control
• You can control the pages that people land on. You can dictate which landing
page people should land on for a specific campaign.
• You can control the keywords you want to appear for. You can even use
formulas to appear for certain keywords under certain conditions but not others.
• You can also control how much you spend because you can set a specific budget
and know how much it’s going to cost.

16. Re-targeting and re-marketing
• You can use PPC to chase visitors to your website around the web and push those people who
are about to convert to finally convert.

17. You’ll see a spike in traffic almost immediately
• It doesn’t take long to set up a PPC
campaign on Google AdWords, so you’ll
start seeing traffic soon after.
• The results are almost instant and
therefore can generate visitors early on in
a site launch.

18. WHY
WOULD
PPC LOSE?

19. Shareholders always want bigger dividends
• The underlying goal for Google, Facebook etc.
‘Can we make the client spend more?’
• If you work for a PPC agency that turns over millions a year, then Google and Bing love your
account manager. They’ll send you swag and give bonuses for making your clients spend
more.
• If you’re trying to get better value for a client, driving their spend down while still getting the
same number of sales, then your client will love you but you won’t get much praise from your
boss or the platform you’re advertising on.
• What do you think most PPC executives might do given that choice?

20. It’s just dead money
• PPC is great so long as you have a constant flow of
money to throw at it. You could be receiving traffic
almost instantly, and Google could be showing you
on the first page of the Search Engine Results Page
(SERPS).
• However, as soon as you stop paying money, you
disappear. You’re essentially renting space on
Google.

21. • More businesses are setting aside some of their marketing budget for PPC so the competition is only getting
tougher.
• The price per click is always fluctuating. So each year you will need to revaluate whatever you’re spending
to ensure you always get the same level of clicks through to the website, and conversions that turn into
profit.
It’s an auction, and more people are bidding

22. NOISY LITTLE MONKEY