Search Engine Optimization (SEO) and Pay Per Click (PPC) are the two most basic options when it comes to promoting online traffic.
SEO helps in attracting more traffic by getting your site a better rank in a search engine. Search engine optimization’s best practices ought to be followed in order to get higher ranks. This may require time as the process is gradual but it is free of cost and often proves to be worthy in the long term.
PPC, on the other hand, is a marketing program offered by Yahoo Search Marketing, Google Adwords etc. It involves the display of your ad in the sponsored section of the search results page.
A PPC company and a SEO company are the people to go to for getting the best advantages of both.
Pay Per Click gets you instant traffic but also requires you to pay more while SEO takes time but gets you higher search rankings at a lower price.
In case of SEO, you need to understand the importance of keywords. You need to estimate the probable search strings that can be used to reach your website.
PPC requires you to find keywords that are likely to get you more returns for you cost-per-click investment. You should aim to find keywords that represent a profitable category area and suggest a buy.
Pay Per Click uses keywords in ad groups, campaigns, landing pages and ad copy. Your aim should be the attainment of a high quality score. In SEO, you need to focus on a keyword for a given page and correlate it to the title, metatags and the content. Keywords are also necessary for the purpose of tracking the ranking process.
SE optimization provides you a broader margin of error. You do not lose anything if your chosen keyword refuses to work. You can find some other keyword to work for you instead. You can always refresh your keyword research for tracking any new advances that may have occurred in the field.
The margin of error, on the other hand, is quite skimpy in the case of Pay Per Click. It requires you to be extremely careful as every tiny mistake costs you. You are always required to keep the cost per click and the Quality Score in mind.
PPC leads to better conversions, its context-sensitive quality results in more clicks. But it comprises only 12% of all web traffic whereas SEO comprises 88%.
A PPC company cashes in on the fact that PPC is much easier to customize as compared to SEO. It is a flexible technique which allows a keyword to be changed in matter of seconds whereas in case of Search engine optimization, making changes takes up a lot of time.
As search engines earn more from PPC ads, it gets displayed right at the top of a page. This visibility is very helpful for your business. SEO, however, draws long-tail traffic and, thus, proves to be useful in the long term.
So, you can see comparing PPC and SEO is like comparing apples and pears; both have their pros and cons. As mentioned above, it is basically your budget and requirements that determine whether to go for PPC or Search engine optimization.