There are several distinct elements that may be included in a given digital marketing campaign, and two of the most well-known – and which are often compared to one another – are SEO and PPC. What exactly do these acronyms refer to, and which of these approaches is most ideal for your digital marketing needs?
At Upward Engine, we’re proud to offer a diverse array of search engine marketing services to clients around Utah, from a huge range of general and white label SEO services to PPC management services and much more. Here’s a breakdown of how both these services work, plus how to determine which might fit better for your business – but also some words on why choosing one or the other isn’t actually always necessary, and how they can complement each other for many brands.
What is SEO?
SEO stands for search engine optimization. This refers to the tactics used to increase a website’s visibility on search engine results pages (SERPs) for specific keywords or phrases. The goal of SEO is to improve a website’s ranking and drive organic traffic, meaning visitors who find the website through unpaid search results rather than through paid advertisements.
Some common tactics used in SEO include keyword research, content creation and optimization, link building, and technical improvements to a website. These tactics are designed to make a website more favorable to search engines, such as Google, so that it ranks higher in relevant searches.
What is PPC?
PPC, also commonly referred to as Paid Search, stands for pay-per-click advertising. This is a form of online advertising where advertisers pay each time a user clicks on their ad. PPC ads typically appear at the top of SERPs and are marked as “sponsored” or “ad”. This type of advertising is often referred to as search engine marketing (SEM).
PPC campaigns involve bidding on specific keywords or phrases that are relevant to your business. When a user searches for those keywords, your ad may appear in the sponsored section of the results page. The cost per click can vary depending on factors such as keyword competitiveness and quality score.
How do SEO and PPC compare? Here are some key areas to consider.
Speed of Results
When it comes to seeing immediate results, PPC has the advantage. As soon as your ads are approved and go live, you can start receiving clicks and potentially conversions. SEO, on the other hand, takes time to see results. It can take months of consistent efforts before a website starts ranking higher in search results.
Cost
PPC is a paid advertising method, so it requires a budget to run campaigns. The cost per click can vary greatly depending on factors such as industry and competitiveness of keywords. SEO, on the other hand, is generally more cost-effective in the long run since it relies on organic traffic rather than paid clicks.
Long-Term Results
While PPC may bring in faster results, its effects are generally short-term. Once you stop running campaigns, your ads will no longer appear and traffic may decrease. SEO, on the other hand, can provide long-term results if done correctly. By consistently optimizing a website for search engines, it can maintain its ranking and continue to drive organic traffic.
Targeting
PPC allows for more precise targeting since advertisers can choose specific keywords and demographics to show their ads to. This can be beneficial for businesses with a niche audience or specific target market. SEO does not offer this level of targeting as it relies on optimizing a website for search engines rather than directly targeting users.
Combining SEO and PPC Efforts
When it comes to SEO and PPC, we have a ton of clients at Upward Engine that delve into both marketing efforts. While they may seem like two separate strategies, the truth is that they can complement each other and provide even better results when used together.
True North Injury Law is an example of a business that has successfully utilized both SEO and PPC to drive organic traffic. They have seen a significant increase in website visitors and conversions since implementing a combination of these two strategies.
Another example of clients that combine these two practices is Utah Trailer Pros. By utilizing both SEO and PPC, they have been able to generate more leads and sales for their business. This is because SEO helps them rank higher on search engine results pages (SERPs), while PPC allows them to target specific keywords and demographics through paid advertising.
At Upward Engine, we recommend incorporating both SEO and PPC into your overall digital marketing strategy. While SEO may take longer to see results, it is a long-term investment that can bring in consistent organic traffic over time. On the other hand, PPC provides immediate visibility and can be adjusted quickly based on performance.
Contact us today to learn more about how we can help you effectively use both SEO and PPC to boost your online presence and drive results for your business. Together, they can create a powerful combination that will give your business a competitive edge in the digital landscape.