SEO and PPC – The Differences

SEO and PPC are two of the most commonly employed internet marketing tactics around. However, because both tend to centre around search engines, there is sometimes confusion over the difference between them.

SEO and PPC are two of the most commonly employed internet marketing tactics around. However, because both tend to centre around search engines, there is sometimes confusion over the difference between them.

SEO, or search engine optimisation is the process of improving search engine rankings for websites, by targeting keywords linked to content, products or services of the site. SEO’s challenge is to improve what is called ‘organic’ rankings. An SEO campaign involves improving natural and non-paid search result listings. Whilst Pay Per Click (or PPC as it is more commonly known) is the process of buying an ad that will be listed on the pages of search results. These ads will be placed above or to the top of search engines natural results.

Want to know what the benefits of each are? SEO is most likely achieving by paying an SEO agency a set amount of money monthly. Increases in traffic from the work done are not charged at extra. SEO is a long term project which will increase traffic to a website over time, slowly adding authority to your domain. When work stops, SEO results will not simply vanish, although if not maintained, SEO effect will diminish over time.

Pay per click offers instant results. You pay Google for advertisements and they are instantly listed. By the same token, however, as soon as you stop paying, the adverts disappear. You are not building up any long lasting authority or value in your domain. However, the ads do appear instantly and are therefore well suited to short term sales, for example. With PPC you pay up to your maximum bid every single time someone clicks on one of your ads, irrespective of whether they go on to make a purchase or submit an enquiry or not. This means the costs can soon add up and in areas where clicks are in the region of 40 each, this can be unsustainable.

These differences are simply an overview. If you are considering either of the above services, you should ensure the provider of such has given you a clear explanation of the work and the target results.

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