Not sure whether to run a Search Engine Optimisation (SEO) or a Pay Per Click (PPC) program? Should you run both? Learn about the differences and the advantages of each.
First, the definitions:
Search Engine Optimisation ‘SEO’ : a process undertaken in order to improve a website’s position in the search engines. The process may involve such exercises as ‘keyphrase research’, ‘semantic programming’, ‘page title and meta description optimisation’, ‘external and internal link building’, ‘article publishing’, ‘social media blogging’ and of course writing great content.
Pay Per Click ‘PPC’ : A form of advertising whereby the advertiser pays for every click of the advertisement. Fortunately, the larger PPC models (Google Adwords, Yahoo Search Marketing and MSN adCenter) have developed anti click-fraud strategies so that advertisers receive genuine referral.
SEO and PPC are online marketing techniques. Both have the affect of increasing your websites visibility. If your site, or links to your site, are more widely available on the web, then this will result in an increase in traffic and sales. Everyone that uses the internet uses a search engine so it makes good sense to make sure you appear regularly when people search for information, goods or services that relate to your company.
The differences between SEO and PPC
- Costing methods : a click of a natural or organic search engine listing will cost the website owner nothing whereas a click of a PPC advertisement will. SEO is usually costed according to the amount of time it takes an SEO consultant to achieve a certain position in the search engines for nominated search phrases
- Speed at which results appear online : PPC ads can be live within an hour whereas a search engine optimised listing may take months to achieve
- Longevity : A PPC ad disappears as soon as your budget has been reached whereas a search engine optimised result may remain for months after an SEO consultant has completed their work
- Expertise : The two techniques require varying types of expertise and knowledge. An SEO consultant knows where best to publish a unique piece of content and a PPC consultant knows now to adjust an ad’s title in order to increase the best return on investment
Advantages of SEO
- Once an effective SEO program is underway, there can be little to no cost involved in driving traffic to new product and/or service pages
- A search engine optimised listing can remain for months after it is achieved. The longevity of the optimised listing depends on the competitiveness of the search phrase
- high ranking sites are regarded as being more credible by search engine users
Advantages of Pay per Click
- A PPC campaign can be launched and begin receiving traffic within hours
- Results are highly measurable
- Great tool for improving visibility when waiting for the results of your SEO program to materialise
Disadvantages of SEO
- Can take a great deal of time to achieve high rankings for competitive search phrases
Disadvantages of Pay Per Click