The major difference between PPC and SEO is something many small business owners fail to understand. Their first instinct is to throw a lot of money at the challenge of online marketing without understanding how it works.
Considering that 65 percent of consumers click on PPC ads and even more are influenced by the mechanics of SEO, it’s time to get a clear understanding of their power. In this article, we do just that by exploring their differences and similarities in full.
PPC Invites More Buyers
Pay-per-click invites a more motivated audience than does search engine optimization. At least, that’s how it normally works.
That’s because PPC are actual advertisements. When someone clicks on one of these ads, the indication is that they’re ready to spend money.
After all, they know it’s an ad. But it’s an ad that connects to an existing pain point or need that they have.
SEO Has More Moving Parts
One of the benefits of SEO is that it’s not an advertisement. SEO may be utilized in securing placement for a PPC advertisement, but it has many more moving parts when you get into the nuts and bolts of it.
Search engine optimization helps websites improve their positions organically. It does this by optimizing keywords within article content or video and audio content descriptions.
It’s also used to properly catalog content. Factors like attaining relative backlinks are important as well.
PPC Costs Money
Yes, pay-per-click advertising costs money. But the cost of PPC ads often is offset by attracting motivated buyers.
Bringing in leads through ordinary SEO can be just as effective (and free), but it can be a longer process. That’s because it can take as many as 12 “touches” with a lead before they become a customer.
Your PPC audience is different. They come to you already willing to pay and actively looking for your product. This shortens the process.
SEO Drives Organic Traffic
The benefits of PPC come at a price. SEO does as well, just not necessarily one that costs as much. In fact, you can drive a lot of traffic organically through a strong SEO game.
You do this by optimizing your content for high-search, low-competition keywords. Create valuable content with those terms sprinkled in.
Use those terms to catalog the content, tag your images and videos, and incorporate them into all other necessary descriptions.
Ensure there are no down links on your site. Work to build quality backlinks. Make sure your contact information aligns with the contact info on your social networks and any directories in which you participate.
It takes time. But incorporating all these tips into your website and online presence will make a big difference without costing you a cent.
How Placement Factors In
The importance of SEO in search engine placement can not be overstated. Sites that rank on the first page of Google for a given keyword attract all of the clicks.
Similarly, PPC ads that are at the top of each search engine page result are going to do better when it comes to conversion. Either way, aim high.
The Major Difference Between PPC and SEO Is This
The difference between PPC and SEO is a matter of commerce. Beyond that, they have the common goal of connecting an audience with the product, services, or information they need.
If your SEO needs a second look or you’d like to start a PPC campaign, consider Enfuse. Our agency has years of experience helping small business owners and top-tier organizations maximize their online marketing efforts. Contact us today to start your project.