SEO vs PPC: Which Marketing Method and Why?

When it comes to advertising your business, knowing which marketing method to use is important. In order to develop a successful strategy, you must first establish your goals as a business and who you are targeting your services towards. 

Once you have established your target market and your advertising goals, strategies can be used to make sure the people who need your services can find you with ease. In order to do this, marketing strategies are used such as SEO (Search Engine Optimisation) and PPC (Pay Per Click). 

It is important to note the differences between SEO and PPC advertising, as well as their equal importance in the world of healthcare marketing.

What Is SEO?

In simple terms, SEO is the process in improving the quantity and quality of traffic to a website or page. It is all about gaining higher organic search rankings based on targeted keywords using the majority of search engines.

What Are the Advantages and Disadvantages?

It is widely recognised that SEO tends to be more favourable due to its cost effectiveness. If your marketing budget is small, SEO is usually the better option as it involves more time investment rather than financial investment. 

Additionally, SEO is usually a more sustained and long-term solution. Although it takes longer to get started, results often grow rapidly over time. As a healthcare provider, you may have times where you are unable to dedicate your time to the marketing side of your business, but even if this happens, SEO will continue to drive traffic to your website organically.

However, the disadvantage of SEO is the constant change of search engine algorithms. It requires a lot of knowledge and maintenance, so keeping up to date with algorithm changes is essential. Our team at HLTH Digital includes SEO-PPC experts who are passionate about helping healthcare providers optimise their systems for the best value. We can set up and maintain your SEO campaigns so you can worry about delivering high quality care.

What Is PPC?

PPC is all about paying for an advert or an online space that is targeted using specific keywords on search results pages. We’ve all seen these types of adverts on our favourite search engines and for a lot of companies, appearing on the top of search results is vital in competing within the market. 

What Are the Advantages and Disadvantages?

The main advantage of using PPC over SEO is that paid for adverts will appear at the top of the page, over the organic listings influenced over SEO. You get immediate results, and it lends itself towards highly targeted traffic, so you can be safe in the knowledge that your advert is reaching the right people.

However, the biggest pitfall with using PPC is that once your marketing campaign has ended, even after spending all that money, your website traffic will also end. Although SEO is time consuming, it will still drive traffic when your campaign has been paused – with PPC, you will need to continue investing money for your campaigns to stay.

Which One Should I Focus On?

Ultimately, whether you choose SEO or PPC hugely depends on your business and who you are targeting your services towards. It also depends on your budget and the amount of time you can dedicate towards your marketing services. 

Although the two strategies are different, they carry an equal importance – making sure your healthcare provider is being noticed. Whether you can afford a marketing team to maintain your campaigns, or whether your budget is small or large, using a marketing strategy is essential in growing your business.

How Can HLTH Digital Help You?

HLTH Digital, our package offerings include SEO support as standard. As an optional extra, you can decide to go with our PPC support to fully optimise your business and its place within the healthcare market. No matter what you choose, at HLTH Digital, we are dedicated to ensuring your business goes above and beyond and continues to rank highly on Google and other search engines.

To find out more about how HLTH Digital can help you grow your business and to learn more about SEO-PPC campaigns, contact us today.

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