The relevance of the sites and ads displayed makes SEM traffic more valuable than any other traffic source.
Many marketers, speaking about SEM, mean only contextual advertising. This is incorrect, because the user does not search for advertisements, but asks a question to the search engine in general. And the search results page shows both advertisements and pages of sites without advertisements that most fully answer his request. That is, the user sees advertisements and SEO pages of sites in SERP and PPC.
In fact, they consider paid search advertising as the only component of SEM. In this case, we can make a comparison between the two.
Expenses
Organic SEO is generally the best marketing tactic for long-term results. Websites that rank high organically for their target keywords can get “free traffic” to their target pages 24/7.
SEO traffic is generally considered free, but it is conditional. It takes a lot of time, effort and money to get to the top organic results for popular keywords.
The search space is highly competitive for all industries, and part time data you need to make a significant investment to rank among the top. You will have to constantly create high-quality content (which is a very expensive process), hire an SEO expert to help with the SEO process, and optimize your site with hundreds of SEO rules.
Websites using PPC can also get targeted traffic from search engines, but they have to pay for it. Once they stop the paid campaigns, the traffic disappears.
Moreover, here too, everything is not simple. Correct contextual advertising setup is needed, its periodic adjustments are needed. Otherwise, the budget is "drained".
What is more effective in search engine marketing SEO or PPC?
seo efficiency
Definitely SEO. It requires an initial investment in content and overall website optimization. But once your website ranks in the TOP for keywords that are important to your business, you can get “free traffic” 24/7 without worrying about advertising budgets.
When you need results today. One of the disadvantages of SEO is that it takes time to work. Competition is high in all niches, and it takes time to achieve high rankings for the desired keywords.
While working on your SEO and patiently waiting for your site to rank higher for your target keywords and, accordingly, organic traffic, you can simultaneously launch a campaign in Yandex.Direct and thus get traffic immediately after you start advertising.
Advertisers with large budgets and well-targeted ads that meet user intent take the top spots.
You will pay for traffic, but as long as the ROI is positive, you will win more than you lose.