Medical SEO vs PPC: Which Is Best?
It can be daunting to figure out which marketing initiative is best for your needs. This article will show you how to identify your goals and decide based on what's best for your business.
We'll describe what each marketing plan entails and the results that come along with it. There's plenty of confusion when describing medical SEO and PPC campaigns, so we'll outline these concepts.
Additionally, we'll detail the differences between them and what makes them a crucial part of your medical business' marketing campaign. But, before we jump into the key differences, let's make sure we're all on the same page regarding definitions and meanings.
Watch this video to learn more about the Digital Authority Partners approach to Medical SEO!
What Is Medical SEO?
Search Engine Optimization (SEO) is the practice of optimizing a website on search engines. SEO aims to drive organic traffic to your site. Achieve SEO through optimizing content, structure, and on-page elements like titles, metatags, and anchor text. In addition, link building and social media engagement are essential factors in medical SEO.
You'll create content to improve your search rankings and provide value to readers. It's ideal for creating a mix of information-based content alongside content that sells your services.
What Is Medical PPC?
PPC (Pay-Per-Click) advertising is an internet marketing technique that displays sponsored links on a search engine result page to specific keyword queries, such as 'medical supplies.' It charges advertisers only when someone clicks on an ad link or banner. The most popular form of PPC advertising is AdWords by Google.
PPC can be very effective in getting your website noticed by potential patients, as your ad will appear at the top of the search engine results page (SERP). However, it's important to note that you'll need to pay for each click, a financial risk.
Now that we've defined these terms, let's look at how they differ and which one might be best for your medical business.
What Are the Key Differences?
The key difference between medical SEO and PPC is that PPC advertising will be an ongoing cost for however long you run ads. Conversely, with SEO, you'll spend time or money upfront to receive results in the long run.
Medical SEO is more of an investment than a cost, as it can take some time for your hard work to show results in the form of higher search rankings. However, once you achieve a top spot, it will be harder for competitors to knock you down.
PPC advertising is immediate and effective in driving traffic to your site. You can set a budget and target specific keywords relevant to your medical business. The downside is that PPC can become expensive if you're not careful with your keyword choices and ad spend.
Another key difference is that medical SEO optimizes your website to rank higher in organic search results. At the same time, PPC puts your ad at the top of the SERP regardless of organic ranking.
As a result, PPC is better for short-term success, while SEO is better for marketing longevity in your location. Once you stop running ads, the new leads will cease to come in.
How Do You Know Which Is Best for Your Business?
To determine which is best for your medical business, you'll need to start with your goals. Are you looking for immediate results, or are you willing to wait for long-term success? If you need leads now, then PPC is likely your best bet.
However, suppose you're patient and looking to build a solid foundation for your medical business' marketing campaign. In that case, SEO should be your focus. It's essential to keep in mind that both approaches have their advantages and disadvantages - it's up to you to decide which will work better for achieving your specific goals.
There are other crucial factors to consider:
1. Are You Planning To Do SEO or PPC Campaigns Yourself or Hire an Agency?
If you're doing either of these by yourself, there'll be a learning curve to when you'll see results. Even with the surplus of online information, running PPC ads can be challenging.
If you hire an agency to run ads, you'll see the fastest positive results. However, the results might not show right away when hiring an SEO agency. It takes months for SEO campaigns to be effective, although the results can be exponential.
2. What’s Your Budget?
Determining your budget is a vital question when deciding whether to go with SEO or PPC. SEO might be your only option if you're working with a limited budget, as it's a more cost-effective long-term solution.
PPC can be expensive if you're not strategic about the keywords you're bidding on and how much you're willing to spend per click. However, PPC can produce quick results to generate leads for your medical business if you have a large budget.
What's the competition like in your area?
If there's a lot of competition, it'll be harder to rank organically - meaning that PPC might be your best option to get noticed by potential patients. However, if you're one of the top service providers, it'll be wise to invest in SEO for the long term.
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You'll also want to consider if other businesses are running PPC ads. If so, you'll want to ensure your ads stand out, use your unique selling proposition, and differentiate yourself from the pack.
3. Can You Do Both?
First, you'll need a larger budget than if you were doing one. However, you'll be killing two birds with one stone and set your business up for success in your area. We recommend doing both SEO and PPC for the best results if you can afford it.
Ideally, you'll find a marketing agency that can run your PPC ads while creating content for your SEO campaign. These agencies will give you a bundle, so you're not overpaying for their services.
It would help if you had a clear understanding of medical SEO vs. PPC and which one is best for your business. There are many advantages and disadvantages of PPC advertising versus SEO. We hope this article gave you a greater understanding of what will help your business succeed in the short and long run.
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