There comes a time when businesses are faced with a decision as to where to allocate their online marketing spend. Often, when it comes to targeted search-based advertising, a business will be presented with the option of PPC and SEO. Which should you choose and what is the difference?
PPC stands for Pay-Per-Click advertising. Generally speaking, this refers to paying for search placement ads in a search engine. You bid on keyword phrases and pay when a visitor clicks on your text-based ad.
Pay-per-click is quick to set up, and you can start benefit from this form of advertising right away.
SEO stands for Search Engine Optimization. This is the art and science of building a website, landing pages and content that is designed to bring targeted search-based traffic to your website based on related keywords. In other words, someone goes to Google and is searching for a business with your products or services, sees your organic search listing, clicks on it and reaches your website.
Building a stellar SEO pipeline can take a lot of work and time; however, the benefits are great.
Ideally, you should make room in your budget for both forms of advertising. Pay-per-click is great for campaigns or when you don’t have time to wait for your SEO strategy to work; however, year after year, the best, most targeted traffic is usually generated from organic search.
In other words, SEO is a long game while PPC is now. As with all your marketing efforts, you can really maximize your efforts by layering your digital efforts throughout the online marketplace.