Both search engine optimisation (SEO) and pay-per-click (PPC) marketing have their places in the world of digital marketing. Both channels can deliver superb results for any business that utilises them properly and efficiently.
Generally speaking, PPC is used when businesses need to get an ‘instant hit’ of traffic or leads via Google, whereas SEO is commonly used when a business takes a medium or longer term view with regards to their marketing. Although both PPC and SEO can in theory be learned and implemented oneself, it is much more common for the help of a dedicated agency or professional to be needed.
What Is SEO and How Does It Work?
SEO stands for Search Engine Optimisation. In short, SEO services help companies drive traffic to their websites, through organic, free and editorial modes. The main goal of SEO is to bump company websites up in search engine rankings.?
So, if your website ranks on, for example page 30 of Google when the phrase “mortgage services” is searched, then you may want to pay an SEO company to improve your position and therefore business. By having organic traffic, you can increase sales. Typically, when it comes to SEO, businesses looking to employ this marketing channel will require the services of an SEO consultant who will be able to research, plan and properly implement the SEO strategy that will benefit the business in question, in the industry online.
SEO, to summarise, focuses on organic keywords (to generate traffic through keywords), optimising content on websites (such as blogs and pages) as well as building link strategies and analysing the results. SEO today is a fundamental part of marketing.?
What Is PPC and How Does It Work?
PPC stands for pay-per-click and is a form of digital advertising. An advertiser will pay a fee for every time their ad is clicked on. In short, this means companies in the UK will use PPC to advertise their services through targeted website visits.?
For instance, if you look on any search engine, you’ll see Ads listed at the top of search results. These are examples of PPC. Businesses use such advertising methods to target audiences, drive sales and gain traffic online. This can be done through a PPC agency, service or marketing company that offers PPC services.?
Simply, you can sign up to an advertising account (such as through Google – the main provider). Then, an ad can be created and you’ll need to set a cost. After, the ad will then go into an auction with other advertisers bidding on similar keywords and the auction will then determine the order of ads.?
What Are the Key Differences Between SEO and PPC?
To simply put it, SEO works on gaining organic traffic while PPC uses paid means. Below, find the main differences between SEO and PPC.?
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SEO Vs PPC: Which Is Better?
So, by now, you may be wondering: well, is SEO or PPC better to invest in? Well, the answer isn’t clear cut and will depend on your business’s budget and goals. So, let’s help you decide.?
SEO is a better choice if you would like to see long-term results and generally build-up your brand authority and business’ position. Using SEO can also be relatively cheaper than PPC, so, great for startups. Another great thing about SEO is that it can help create long-term ROI. Using an SEO company is also great for creating and optimising content, a great way to increase website traffic and sales.?
On the other hand, PPC may be a better choice if you want to see instant results. In addition, if your service is perhaps more niche then using PPC might be best (as ranking for keywords not searched for won’t really work). Likewise, if you’re trying to advertise something that is only a short-term goal (e.g. Christmas sales) then it might be best to just opt for PPC.?
However, combining the both is often a great way to see long-term results. Nonetheless, SEO is now a core part of marketing that more and more businesses in the UK are now investing, or looking to invest in, because it can create long-term success.?
