When it comes to business on the World Wide Web, information gathering, or seeking leads there are two options.
- SEO
- PPC
To reach the target audience these are the two main business strategies. While SEO is organic PPC is paid version of Google Ad. PPC is available on many other platforms mainly on social media.
SEO
What is search engine optimization? SEO as known for short is a time-consuming long-term strategy but completely free. The process involves ranking a website or blog among the ten blue links for higher visibility and increased click-through rate. The process is complex and needs expertise and experience to rank a site for visibility. As mentioned earlier, this is a long haul process but as SEO proceeds sites begin to show up on local and low competitive search terms giving rise to the potential of being seen by searchers. There is a response even in local and long-term keywords that appear the earliest.
SEO is divided into off-page and on-page activities. Off-page relies on content-wrapped link building and distribution of links through social media platforms. The links involve an anchor text which is the keyword the site is promoting.
Off-page optimization is following search engine guidelines the strategic importance is given to the content on the page, link architecture, and images. As per the latest Google updates helpful content takes precedence over shoddy write-up. Grammar and formatting are important. User experience is important as well and that is due to the download speed. Google has given clear guidelines in core web vitals. All these factors when up to the mark make the site rise in rank and increase visibility and conversions. A better title and description lead to a higher click-through rate. SEO is essential for all online campaigns since billions of searchers are conducted daily.
PPC – Pay Per Click
PPC is a form of advertisement where advertisers bid on keywords. The higher the bid the greater the chances of ranking high on the SERPS or search engine result pages. But it is not as simple Google wants to present the best bid higher and this is based on Ad Rank. Ad Rank is relevance, landing page experience, and keyword relevance.
When someone clicks on the ad money is charged by Google hence this is a paid campaign.
SEO or PPC
Now this comes to the question of SEO or PPC.
Well, both are effective and when combined deliver three times more results. In SEO you do not have to pay for each Ad while in PPC you have to pay. Anyway, both lead to instant visibility over the targeted audience. In the case of PPC there too is instant visibility and the ads are aimed at the targeted audience. In PPC there is control over the budget while SEO is free.
All the SEO Campaigns should combine these campaigns for better results. Many Businesses resort to both methods of advertisement.
