Search engine optimization (SEO) and pay per click (PPC) are types of search engine marketing strategies. However, that’s where the similarities end. There are major differences between SEO and PPC and companies have to decide if one or both is right for them.
Search engine optimization is organic traffic that relies on real visitors to click on the link. While Pay per click relies on visitors as well as the company generating payment each time a link is clicked. Additionally, it doesn’t have to be from a unique person each time. This strategy earned the name paid search advertising.
Depending on how optimized your website is for off-site and on-site SEO, search engine ranking can be at the top or on the first page. If you use SEO the website has to be designed for search engines. If you use PPC you will get an ad on the first page by paying more money per click.
The amount of money paid to land on the first page depends on what strategy you use. Some SEO techniques are free, but it requires a lot of time and dedication to make a dent. To truly make a difference you will have to pay a professional to do this for you. They know strategies (and can evaluate yours) that creates results. PPC is already a paid service but to reach higher you have to have more people clicking on the ad.
Traffic potential is getting a constant flow of traffic to the site. This is important. Page one of search engines results is 24/7 traffic. The majority of people click on page one sites and not much else. With SEO you’re working hard for the company to reach the first page. To get the traffic flow and keep it the website has to be on page one constantly. With PPC it’s easier to get more people to click and stay on top of search engine results. However, you will have to pay to play. The more you pay the longer you stay.
Conversions are visitors coming from search engines to your website to becoming a customer/subscriber. SEO has great traffic but it doesn’t work well with conversion. They click, read and leave. PPC is great for conversions because of the click ads, but money is an issue.
Pay per click is a great option for companies who have a product or service to sell and money to spend promoting it. It’s great for the short term, but not great for the long term. This is where SEO comes in. Search engine optimization is better for companies who are on a budget or don’t want to spend money. However, it takes patience to get results. Contact us if you need a second opinion on SEO and PPC because we can help you sort it out.