Nearly 60% of B2B marketers believe SEO has the most significant impact on their lead generation goals. In fact, 90% of consumers use the Internet to find a business in their local area. With SEO and PPC, you can start reaching new customers online.
What is the difference between SEO and PPC, exactly, and which is most beneficial to your business? Read on to find out.
After reviewing this guide, you can invest in PPC or SEO services based on your needs. Read on to learn more.
What Is SEO?
Before we look at the differences between SEO vs PPC, let's explore each separately.
SEO stands for search engine optimization. It involves using strategies to improve your organic rankings on search engines. There are four types of SEO you'll need to utilize:
Using all four can help you rank higher on search engine result pages (SERPs). As your rankings improve, you'll appear ahead of competing brands. You'll generate more brand visibility and website traffic using white hat SEO tactics.
On-page SEO involves optimizing your website content by targeting specific keywords. To optimize your content, you'll first need to gather keyword research. You can start targeting the keywords your customers already use during online searches.
Choose a target keyword (and three to four secondary keywords) for each website page or blog post you create. Try to choose the keyword before creating your content. The target keyword should appear in the:
- Page title
- Opening and closing paragraphs
- Body text
- An H1 header
- SEO title and meta description
- Image file name and alt text
A strong SEO title and meta description will help you generate more clicks on your content. A higher clickthrough rate can strengthen your rankings.
Off-page SEO tactics include guest blogging and naturally gaining backlinks. Guest blogging provides you with an opportunity to create links that send readers on other sites to your content. To naturally gain backlinks, create high-quality blog content.
As other websites create links to your content, you'll generate referral traffic and a better domain authority.
Local SEO can help you appear before consumers who are in your region. Claim and optimize your Google Business listing to start reaching nearby consumers. Generate customer reviews on your listing as social proof.
As you generate reviews, new customers might feel more inclined to trust your business.
Technical SEO involves optimizing the backend of your website to improve the user experience (UX). For example, you can:
- Improve page load speeds
- Add an SSL certificate for security
- Improve readability
- Mobile-optimize your website
Follow Google's Core Web Vitals to further improve the user experience. Consider investing in Web Development Services. Improving your website can boost your rankings and keep visitors on your site.
What Is PPC?
PPC stands for pay-per-click (PPC) advertising. You can use platforms like Google Ads and Facebook Ads to create PPC ads. These digital ads can appear on websites within Google's Search Network, SERPs, or social media platforms.
When someone clicks on one of your PPC ads, they'll arrive at a landing page on your website. Create dedicated landing pages that compel visitors to complete a specific action. A strong call-to-action will help you generate more conversions.
Add a simple form to your landing pages to make it easier for visitors to reach out.
With Google Ads, you can create both search and display ads. Visual ads can help you generate brand awareness. Use eye-catching, branded imagery to become more recognizable to consumers.
You can also create remarketing campaigns. These ads will appear in front of consumers who visited your website in the past. You'll gain a second opportunity to generate leads or sales.
Google will consider the landing page experience you offer customers when determining your quality scores. Improve your website with high-quality web design and development services. Otherwise, advertising could become more expensive than anticipated.
The Difference Between SEO and PPC
What's the difference between SEO vs PPC, then?
For starters, SEO is an organic digital marketing strategy. PPC, on the other hand, requires you to pay for your campaigns.
SEO tactics can change as Google updates its search engine algorithm. It might be easier to invest in SEO services if you can't keep up with new trends.
PPC advertising, on the other hand, isn't affected by changes to Google's algorithm.
If you're not sure whether to choose between SEO vs PPC, consider your goals. Both can help you generate:
- Brand awareness
- Website traffic
If you're concerned about your budget, start with SEO marketing. If you want to generate immediate leads, choose PPC instead.
It can take a few months before your organic SERP rankings improve with SEO. With PPC, you can create your ads within a few minutes. Google will approve your ads quickly, allowing you to reach consumers that same day.
Instead of choosing between PPC and SEO, consider using both. PPC advertising can help you generate more traffic. As you generate traffic, your SEO rankings could improve, helping you reach new customers in the future.
Use Both SEO and PPC to Grow Your Business Today
Understanding the difference between SEO and PPC can help you choose a strategy that's best for your business. However, you don't have to choose one or another. Instead, consider using both to help your business grow.
With PPC and SEO services, you can reach new customers and generate leads. Start using these digital marketing strategies today.
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