When a business starts a website, one of the most important considerations is how to drive traffic to it. Traffic is what leads to conversions and ensures survival of the business over the long term. It takes a great deal of work and dedication to drive traffic to a site, and there is a large industry involving a lot of money and research devoted to the task. The traffic that flows into a website is either organic or paid. Both types are vital, and a business should learn how to make the most of each in order achieve the best results. It should be noted that both methods require ongoing effort and monitoring in order to be completely effective.
A business that is just starting out on the web can benefit immediately from the pay-per-click (PPC) method. A PPC approach starts working within a few hours and can get a site properly indexed and ranked on search engines. It is also a very efficient way to get a brand in front of people and noticed very quickly. Basically, PPC is a good way to jumpstart a site and gain traffic through word of mouth and social media, as well as clicks. The drawback to PPC is there is no guarantee the traffic generated by it is specifically targeted to what the business is offering, and the business will have to pay for those visitors even if that is the case. In that respect, PPC can be very expensive and unsustainable as the primary method of bringing in traffic and growing a business or brand.
The more recommended way of getting traffic is the organic way, through search engine optimization (SEO). SEO is a set of strategies which helps search engines find and rank your site according to a specific search query. Organic traffic can take a long time to materialize, so the method requires patience and perseverance. The best results are obtained from a professional SEO company that can provide a steady stream of targeted visitors for a fixed fee. Although building organic traffic is a slow process, it is more sustainable in the long run.
One traffic method should not be favored over the other, as both are equally important to build a solid foundation for success. A business should always take advantage of all the traffic-building tools available to it as the web market is extremely competitive. Sometimes the only difference between one online business and another is the quality of the SEO that is used. It is a common misconception that utilizing a PPC service, such as Adwords, will result in quality, perfectly targeted traffic. A business needs to optimize its efforts even with the use of PPC. This often means an investment in PPC management on top of paying for the actual traffic, which leads to more and more spending as the business grows and other sites are started in the same niche.
The best practice is to use organic methods to bring in the primary stream of visitors. Paid schemes such as PPC should be used only to bolster the traffic being generated organically. Following a balanced plan for traffic growth is the practical path to success.