SEO and PPC are very important strategies in our modern digital marketing world. Almost every marketing campaign includes both of these fields. Expert marketers aim to approach prospective customers from different directions, which is why they use multiple techniques. SEO and PPC are based on search engines but approach prospects from two different directions. At Your Social Strategy, we’re often asked about the differences between these two options and this article is our answer to that question:
What is SEO?
SEO stands for Search Engine Optimization. It consists of different strategies with one goal in mind; improving search engine rankings. Google, Bing, and similar search engines decide which a website is showcased among the first few results, which have high visibility. Every website aims to rank in the first two pages because search engine users rarely look beyond that.
Google ranks a website based on more than 250 ranking factors; SEO helps meet those standards. Ranking factors include website speed, security, user-friendliness, mobile-friendliness, keywords, backlinks, etc. An experienced SEO expert will focus on these important factors to ensure your website is featured prominently.
What is Pay-Per-Click?
PPC stands for Pay Per Click. Instead of being featured at the top of a SERP organically, your company is showcased through a paid ad. These ads are triggered by chosen keywords and you’re charged the bid amount for every click. For example, if you bid $0.75 on a keyword, you will have to pay that amount to Google every time someone clicks on your ad. All advertising is clearly marked so users know which links are ads and which are organic.
Paid vs. Organic
There is a reason why experts incorporate both paid and organic strategies into marketing campaigns. Search engine users are somewhat familiar with how different platforms work. They know the first few organic results go through a thorough checking process so they offer good quality information. Conversely, users know ads are paid links and might not provide good quality information.
That’s why most users will click organic links unless they have no other alternative or something about paid ads is a better choice. That’s why organic search results elicit more user confidence, click rates, and conversation rates than paid links. That’s not to say PPC is without its merits because it does provide several benefits.
Implementation and impact
PPC campaigns are quick to implement, quick to deliver results. An experienced marketer can create and launch a campaign in a matter of days. Website owners start seeing results immediately after an ad is live, seeing an increase in traffic. These ads help promote quick visibility on this platform but the benefits taper off as this campaign leads to fewer conversions. SEO takes months to implement and deliver results but organic traffic is more consistent, more likely to convert. It’s a good idea to incorporate both into your online marketing strategy.