SEO and PPC: What is the difference?

Delving into the business of online marketing can be a daunting task if it is something you have never done before.

With most terms being abbreviated such as PPC andSEO, it can be confusing – what do these terms mean and how are they different?They are both forms of SEM, or Search Engine Marketing. When it comes to achieving business success online, there may be no two greater allies.

What do we mean by SEO?

SEO stands for Search Engine Optimisation which is where you wouldlook to include content and copy within your website that has the potential toimprove the visibility of your site to search engines such as Google and theirusers – in short, if you want your website to appear on the first page ofsearch results in Google, SEO is going to help you get there. Underneath thoseGoogle search results that have “Ad” written beside them are organic searchresults. These appear because Google deems these sites the most relevantoptions for your search, not because someone has paid which is the case whenyou see “Ad”. Small business owners can harness SEO practices to ensure Googlewill rate their website higher, and for relevant searches. Keywords will play abig part, but there is quite a bit more to it than that – Google is alwaysgetting smarter in terms of what it is looking for and increasingly particularas time goes on. Make sure the writing on your website is clear, helpful, anddescriptive. Explain your topic in simple, easy-to-read language, and try toinclude words you think a user might search for when looking online for whatyou offer. Google likes it when websites are regularly updated with relevantcontent, and if you can get other trusted sites to link back to yours, thiswill work in your favour in terms of ranking.

What is PPC?

PPC stands for Pay Per Click which is a form ofonline advertising where businesses bid to locate their ads in primeadvertising positions. Just asthe name implies, you only pay for your advertising when a search engine userclicks on your advert. Website owners can edit ads anytime and can choose totarget a specific demographic or promote a certain product or deal. Forbusinesses that are not able to regularly update their SEO to reflect seasonalchanges, PPC can be a great resource used on a campaign basis. Google Ads alsoprovide you with the opportunity to promote your business outside of GoogleSearch results, you can choose to show your ads across Google Display Networkwhich consists of thousands of sites across the web, providing you with thepotential to reach thousands more customers as a result.

Which option is best?

Ultimately, it’s up to you which option is best for your business,but it’s worth considering that both SEO and PPC ads can help in differentways. PPC is great due to its flexibility, but when you stop paying, trafficstops dead. However, in the case of SEO, fantastic implementation on yourwebsite will mean that the traffic keeps flowing 24/7, whether you pay for itor not.

Generally, a harmonious application of both forms of digitalmarketing can work wonders for your end result. A PPC campaign can bebeneficial if you have a high converting product to showcase and can help youto understand which keywords are generating the best leads to your site, youcan then look to incorporate these keywords throughout your copy which will inturn help your SEO.