93% of buying experiences originate through search engines. That incredible statistic alone shows how important a decent search engine strategy is for modern businesses in 2021.
But lots of businesses are stuck at the first hurdle. What kind of strategy is right for them? Should they opt for a pay-per-click (PPC) model or a search engine optimization (SEO) campaign?
And while we’re at it, what’s the difference between PPC and SEO anyway?
Worry not, business owners, because we’re here to help you figure out which strategy is right for you as we explain the benefits of (and differences between) PPC and SEO.
What Is PPC?
PPC, or pay-per-click advertising, does exactly what the name suggests. This is a strategy whereby businesses pay for an ad that links to their website, then pay for every click the ad generates.
You know the ads the come at the top of a Google search results page? Those are PPC ads. Whenever you click one, that business pays Google a bit of money for directing traffic its way. Customers get ads pertaining to their search, businesses find customers, and Google makes money.
Well, kind of. PPC tends to be more of a ‘short-term’ strategy than SEO. Paid ads have a lower click-through rate than organic search results, and once you stop paying for the ads, you lose your pride-of-place of position on the results page.
That doesn’t mean it’s not effective, but it’s not one-size-fits-all.
What Is SEO?
Where PPC is all about paid ad placements, SEO is about where your website appears organically in search results. Think of it this way: those first two ad results on a Google page are PPC, and everything after it depends on SEO.
SEO works through a whole bunch of techniques, from on-page to off-page optimization. It all comes together to make sure your website appears nearer the top of search results pages relating to it.
For example, if you’re a photographer in New York, you’d design your website in such a way that Google put it higher on the list of results for a search of ‘good photographer in New York’.
For more on the specifics of SEO, check out this page about it.
So Which Should I Use?
It depends! If you just need a quick injection of business, PPC ads can be a good way to get it. If you’re thinking long-term, investing more in your SEO can ensure your business’ primacy for years to come.
It all depends on what your business needs.
The Difference Between PPC and SEO, Explained
So there it is a quick overview of the difference between PPC and SEO. Which one is right for you depends on a whole variety of factors. But now you understand what they offer, you can make an informed choice.
And with any luck, you’ll be the number one result on a Google search in no time!
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