PPC and SEO – two acronyms that will come up time and again when discussing online marketing. What exactly do they mean?
PPC stands for pays-per-click and SEO is short for search engine optimization. Both are strategies used by online businesses to generate more traffic, but there are significant differences when considering PPC vs SEO.
Price, immediacy and search results just to name a few. It’s also important to determine what you’re trying to achieve with your online marketing before selecting a method.
Let’s examine the differences between PPC vs SEO advertising and which will best serve your needs.
Pay-Per-Click vs SEO
Pays-Per-Click is exactly what it sounds like!
Each time someone clicks on your advertisement, which links them to your site, you pay. The price is often based on how popular the keyword you choose is, and can range from $.25 to $25 or more per click! Keywords are selected based on relevancy to your business and likelihood that someone will use it in a search engine.
SEO also uses keywords, but in a different way and involves many more components. The purpose of SEO is to have your site organically listed as a result in major search engines. But there is a method to achieving this.
SEO revolves around intentionally crafted content, link building, keyword research and target assigning. A lot of time and research goes into developing an SEO strategy. The average hourly rate of SEO is between $80-$130. A monthly retainer for SEO can range between $750 and $1,000 according to a Moz poll.
Timing Is Everything
A major factor when discussing PPC vs SEO is your time frame. Basically, PPC is your short game and SEO will benefit you in the long run.
If you’re looking for immediate results that will produce traffic fast, then PPC is the way to go. Once you establish an approved PPC campaign, your ads will immediately show up in major search engine results. This means instant gratification and instant traffic.
SEO on the other hand, takes more time and initial planning before getting off the ground.
If you have a website or business that will be around for a long time and you want to cultivate a consistent stream of traffic, then SEO is for you. Effective SEO strategies also take time to develop.
Often times, businesses will utilize both marketing strategies simultaneously. PPC to get things started and SEO to carry them through the future.
Search Engine Results
One advantage of using PPC vs SEO is that paid search engine marketing results will always appear above organic, or SEO, search results. Even with the most well-laid SEO strategy, the paid ads will trump the organic.
PPC links are the ones listed at the top of the search engine page and along the sidebar. The downside to using PPC is that organic, SEO search results are a more trusted resource. 86% of online users trust SEO listings more than PPC listings. This could be because PPC ads sometimes provide results that are close to what people are searching for, but miss the mark.
Working Together Is Better
PPC will definitely produce results faster than SEO. But most people want the consistent traffic, a loyal following and continued success that SEO produces. Because of this, it’s beneficial to use both PPC and SEO together when marketing your online business.
If you need more information before deciding if PPC or SEO is the right approach for you, contact an online marketing agency today.