Do you know the difference between Search Engine Optimization (SEO) and Pay Per Click (PPC)? Although SEO and PPC are two of the most effective Digital Marketing services nowadays, many professionals don’t understand the difference between these two strategies.
To start, SEO and PPC are two different strategies that work towards similar objectives, appearing on the first page of a search engine.
Let’s start with SEO. Search Engine Optimization (SEO) is described as the search results you see when you enter keywords in any search engine such as Google, Yahoo, or Bing. It may seem simple, but SEO is actually quite complex. In fact, in order for results to appear in search engine pages, the marketer or business providing these web pages must implement 206 factors into their site.
According to a recent study, 90% of customers only look at the very first page of the search engine results, only 6% go on to look at the second page, and a very small percentage, around 4%, will proceed to look through the other web pages listed.
If a business owner wants to generate leads from their website, it is imperative that their web page rank first on the first page of the search list. SEO can make that happen. SEO is an ongoing process and requires an investment in a websites content. SEO is not an overnight operation. Patience is required in order to rank a website as it may take between 4-6 months to rank based on the industry and the competition.
On the other hand, Pay Per Click (PPC) is similar to SEO in the sense that your website can be placed on the search engine results page (SERP). PPC allows you to rank on the first page right away (woohoo!) but, it is not free. Pay Per Click is exactly what the name entails, paying per click.
This is made possible is by paying a marketing specialist to manage the PPC campaign and then using a budget to pay a search engine company, like Google or Yahoo, to launch the campaign. The campaign will target popular “searches” relevant to your business and it will position your ad at the very top of the first results page.
The good news is you don’t need to pay for your ad to appear in the search engine results. Instead you pay for when a customer actually clicks on your ad. Hence the name, Pay Per Click. This approach yields immediate results, gives you the most quality results for your money, and as long as the campaign is active, your ad will appear in the results. A win-win.
So, when considering which strategy to use for your business, keep in mind that both strategies have advantages and disadvantages. Pros and cons:
Search Engine Optimization:
+ A strategy that yields organic (unpaid) search results and does not require ongoing payments to search engine companies.
– This is a long process. (Can take up to 6 months).
Pay Per Click:
+ Will give you immediate results. Ad will show as soon as your campaign begins.
– Can be costly and requires you to maintain a budget for ad presence.
And there you have it! We hope this helped you better understand the difference between SEO and PPC and gives you the confidence you need for success.
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