Over 90% of Americans check online to find local businesses. About 94% of search engine users look straight to organic results. However, pay-per-click (PPC) generates twice as many website visitors as search engine optimization (SEO).
PPC can help you increase brand awareness by 80%, though improving your organic rankings can, too.
What’s the difference between SEO vs PPC, exactly? Should you use both search marketing methods? Keep reading to find out.
After reading this guide, you can make a more informed decision for your company’s future!
What Is SEO?
First, let’s cover the basics. What is search engine optimization, exactly?
SEO is a series of marketing tactics you can use to improve your organic search engine rankings. Ranking at the top of a search engine results page (SERPs) will ensure consumers find your site first. Your content will appear based on the search term used during the search.
With SEO, you can determine which keywords your customers use to find your products and services online. Then, you can create content to appear for those searches.
An effective SEO strategy can help you generate:
- Brand awareness and recognition
- Brand trust and loyalty
- Credibility
- Website traffic
- Online leads and sales
- A better ROI
- Stronger rankings
In fact, over 53% of all traffic comes from organic searches.
When developing your SEO strategy, you’ll need to consider four different types of SEO.
The Types of SEO
On-page SEO involves optimizing your website content to appear for relevant searches. You can optimize your content by strategically placing the target keyword within the post.
Off-page SEO tactics, however, occur outside of your website. For example, you can generate backlinks to improve your rankings. Backlinks appear on other websites before directing readers to yourcontent.
You can generate backlinks by guest blogging, adding your site to online directories, or gaining natural backlinks. You can gain a natural backlink by creating quality content other blogs want to reference within their own posts.
Technical SEO involves the backend of your website. For example, Google looks for websites that are secure, user-friendly, mobile-optimized, and fast. It will look at the mobile version of your site first to determine rankings.
Local SEO can help you reach consumers in your area. You can optimize your site for local SEO by targeting location-based keywords.
You can also claim and optimize your Google Business listing. This listing can help more people find your website and storefront. The listing displays your phone number, address, and other contact details.
You can ask customers to post their reviews on your profile to boost your brand’s online reputation. Positive, fresh reviews can benefit your rankings, too.
As you improve your rankings using these four types of SEO, you can start reaching new customers online.
What Is PPC?
What is pay-per-click advertising, then?
While SEO is an organic search marketing strategy, PPC is a paid advertising strategy. With PPC, you’ll pay a small fee each time someone clicks on your ads. Your ads can appear on search engine result pages, other websites, and social media platforms.
You can start creating search engine marketing PPC ads using Google Ads.
With Google Ads, you can target consumers based on the keywords they use during a search. You can also use precise targeting to ensure you appear in front of ideal customers.
For example, you can target a radius around your storefront. In addition to location, you can also target consumers based on age, gender, or other demographics.
Precise targeting will ensure you appear in front of ideal customers.
Types of PPC
You can create different types of PPC ads using Google, including text and display ads.
Text ads will appear alongside organic results on search engine result pages. Display ads can appear on websites within Google’s Search Network.
Display ads appear as still images, animations, videos, and HTML-5 ads.
You can also create remarketing ads. These ads will appear in front of people who previously visited your website. Remarketing ads can help you direct previous visits back to your site.
Then, you can get a second chance to convert a visitor into a lead or sale.
The Difference
What’s the biggest difference between SEO vs PPC, then?
While SEO is an organic search marketing tactic, PPC is paid. However, it can take time before you’ll improve your organic rankings. With PPC advertising, you can go live with your ads right away.
With PPC, you’ll have more control over your targeting. SEO, however, can help you reap long-term results. Once you improve your rankings, it can take a while before someone knocks you down.
Why Use Both?
Don’t pick between PPC and SEO. Instead, use both.
Remember, you can generate immediate results with PPC advertising. As you begin generating more website traffic, Google will start to take notice. It might decide to improve your organic rankings as a result.
PPC advertising could help you appear in front of webmasters who want to create backlinks to your content, too. Those backlinks will boost your domain authority and organic rankings.
Meanwhile, both strategies will help you generate brand awareness, website traffic, and leads.
Improving your website with SEO in mind can benefit your PPC campaigns, too. Google will determine your quality score based on your landing page experience. It’s important to provide a positive user experience to improve your organic rankings and advertising cost-per-click.
You can also use the data from your PPC campaigns to determine what search terms people use to find your site. Then, you can use those terms as your target keywords when creating SEO blog content.
With both search marketing methods, you can expand your reach online.
SEO vs PPC: Start Using Search Engine Marketing Strategy Today
Don’t choose between SEO vs PPC. Instead, consider using both search engine marketing strategies this year. With a strong strategy in place, you can expand your reach online.
Improving your online visibility can help you generate brand awareness, traffic, and sales!
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Contact our team today to learn more.
