Are you having a difficult time attracting website traffic or online leads? You’re not alone. In fact, nearly 70% of all businesses have the same problem.
With search engine marketing (SEM), you can accomplish both. SEM involves digital marketing strategies like SEO and PPC. These marketing strategies can help you reach customers online.
With SEO and PPC, you can generate brand awareness, website traffic, and leads. Your ROI will rise as a result.
What is the difference between SEO and PPC, exactly? Do you need both strategies for success? Keep reading to find out!
After reading this guide, you can make a more informed choice for your entire marketing strategy. Discover the difference between SEO vs PPC today!
What is SEO?
Before we discuss the difference between SEO and PPC, let’s look at these two strategies apart.
First, let’s answer the question that’s likely on your mind: what is SEO?
SEO stands for search engine optimization. This digital marketing strategy uses tactics to improve your website rankings on search engines. A higher ranking can position you in front of more customers.
You can optimize your website content to appear each time someone searches for your product or service. In fact, you can gather keyword research to determine what keywords customers use when searching for your offerings. Then, you can create content with those keywords in mind.
Understanding what keywords your customers use during a search can help you appeal to their search intent. In fact, Google prioritizes content that appeals to the user’s intent.
You can show customers you understand and empathize with their needs. Then, you can offer them a solution: your product or service.
About 70% of online experiences begin with search engines like Google. Unfortunately, only 0.78% of people look beyond the first page. If you’re not ranking at the top of a search page, consumers might not see your brand.
Instead, you can use SEO to boost your ranking and get ahead of the competition.
You’ll need to develop an SEO strategy with your customers and industry in mind. You can learn more about developing an effective SEO strategy here.
The benefits of SEO can impact your entire digital marketing strategy.
For starters, reaching the top of a search engine results page can help you:
- Generate brand awareness and recognition online
- Establish your credibility and authority in the industry
- Position you as a thought leader
- Boost brand trust and loyalty
- Help you appear ahead of the competition
- Generate website traffic
- Increase online leads, sales, and conversions
- Improve your ROI
If consumers haven’t heard of your business, they won’t choose your business. Search engine optimization can improve your online visibility. As you start appearing in front of more customers, brand awareness will grow.
People can click the link to your website to explore your content.
They’ll start to recognize you have the experience and expertise they’re looking for. Brand trust could grow as a result. Then, you can use a strong call to action to convert those visitors into leads.
Remember, it’s important to appeal to the user’s search intent. Answering their questions will show consumers you’re able to help. The informative content you provide can further prove the value you can offer.
Other benefits of SEO include its sustainability and scope.
Once you improve your ranking, it can take time for someone to knock you down. Meanwhile, you can cover a range of keywords to reach customers based on different searches. Either way, SEO can set you up for growth and success.
What is PPC?
What is PPC, then?
PPC stands for pay-per-click advertising. As the same suggests, you’ll pay each time someone clicks on your ads. You can also use cost per impression (meaning you pay as people view your ads).
You can create digital PPC ads to appear on search engines and social media platforms. PPC ads can appear as text, images, videos, and animations.
Once someone clicks on your PPC ad, they can visit your website to learn more about your business. You can also create call-only ads. Consumers can call your business directly, leading to immediate leads!
As with SEO, the benefits of PPC can set your entire digital marketing strategy up for success.
PPC allows you to display your website on search engine result pages. You can then attract consumers to your website to convert into leads and sales.
PPC can boost your brand visibility. It can also help you gather information about your customers.
With PPC advertising, you can use precise targeting to reach ideal customers, too.
What is the difference between SEO and PPC, then?
One of the biggest differences is cost. SEO is an organic marketing strategy. You can’t pay to improve your rankings.
You also won’t pay when someone clicks on or views your listing. With PPC, however, you will need to pay for clicks or views.
Both can help you generate website traffic. However, the timing can differ between SEO vs PPC.
With SEO, you might have to wait a while before your ranking improves. With PPC, however, you can create your ads and landing pages right away. It sometimes only takes a few hours before your PPC ads are approved.
Then, you can start appearing in front of customers and generating immediate website traffic.
When considering the difference between SEO and PPC, don’t limit yourself to one strategy. Instead, consider using both. In fact, these two strategies can work together.
Google looks at the traffic you’re generating to determine if it should boost your SEO rankings. You can use PPC to direct people to your web content. Google will notice you’re gaining traffic and improve your rankings.
You can also use A/B testing to determine what language appeals to your target audience. PPC platforms can even provide you with keyword data you can use to improve your SEO strategy.
Don’t think of it as “SEO vs PPC.” Instead, use both SEM strategies to give your business every advantage.
Boosting Businesses: Understanding the Difference Between SEO and PPC
To recap, what’s the difference between SEO and PPC? SEO is a cost-effective organic strategy, while PPC is paid. Using these two together, however, could help your business take the lead.
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