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Difference between SEO and PPC

SEO vs. PPC:
Differences, Pros and Cons

With the number of websites launched every day increasing, the task of occupying the top positions in Google search results becomes a major challenge. However, you should take advantage of marketing strategies like Search Engine Optimization and Pay Per Click.

In this post, I will shed some light on these two ways of Digital Marketing. 

  • Search Engine Optimization
  • Pay Per Click

1. Search Engine Optimization or SEO

When a viewer is using Google to look for a specific product or service Google shows him the best results. Search Engine Optimization is the process by which Google ranks each website. For example, you can use Alt text to the images for Google to recognize them. SEO is an effective way to improve your website so users can find you on the first page on Google.

Pros of SEO

  1. One of the aims of implementing SEO techniques is to enhance user experience. Users will be able to easily navigate into the website and easily find what he is looking for and also visit the website again if required. 
  2. When you can establish links with other trusted websites, it increases the credibility of your website. By appearing in the top positions on the SERP, you will make Google understand that you are an expert on the concerned subject. Moreover, with the use of the right keywords or other SEO strategies, you will be ahead of your competitors.    
  3. SEO may not show results immediately, but it is cost-effective in the long term. 
  4. SEO is free. In the picture, my Search shows that websites, like Mailchimp, Wikipedia, and Neil Patel are in top positions. 
  5. SEO can address the needs of the online visitor properly. The visitor could be at any stage of the sales funnel. With the help of SEO, you can develop engaging content, like videos, blogs, and guides, and turn your prospects into your customers.

Cons of Search Engine Optimization

  1. Google might change its algorithms. Sudden changes in algorithms may hamper the optimization process of the web pages. 
  2. You have to continuously work on your website to improve it. The website requires maintenance to retain the top position on the list. 
  3. You have to learn the technical aspects of SEO or hire an expert to optimize the pages of your website regularly.   

SEO is a good option if you want to gain authority for your website. Again, it is recommended to use SEO when your marketing budget is low. 

You may read also: On-Page SEO VS Off-Page SEO Explained.

Pros and Cons of SEO

2. Pay Per Click or PPC

PPC stands for Pay Per Click. This is the exact opposite of SEO. In PPC, the advertiser or business will pay money to Google to display their ads or content in the top positions of search results. When the viewer clicks on the ads, you earn money.

Pros of Pay-Per-Click

  1. The advertiser has full control over the search results. He will determine what the visitors will see. 
  2. You have complete authority over which keywords to bid, when you want to pause your campaign (if required), and how much you want to spend per day. Moreover, you can decide on the placement of the advertisements as well.  
  3. High-competition keywords can be easily targeted with PPC.

Cons of Pay-Per-Click

  1. If you do not pay for the advertisements the Search Engines will stop showing the advertisements automatically. In such cases, PPC becomes a burden for most small businesses. 
  2. PPC is only applicable to those customers who are ready for the purchase.  
  3. Some visitors do not like to view ads. They usually do not click on them. They find ads misleading. 

PPC is a good choice if you are running a holiday sale. It is also applicable if your product or service is new and has less competition. 

Both SEO and PPC have their merits and demerits. It depends on your needs to select the best option. If you want immediate results and have no financial issues, you can go for PPC. On the other hand, SEO will bring more organic traffic and is cost-effective. 

Differences between SEO and PPC

With SEO you have to work on a long-term basis, whereas PPC will show you immediate results. 

To get Ads to appear in good positions, you have to bid. The higher the bid, the better the position of the ad. However, you can target your audience based on their demographics and interests. It means you can see the immediate response of the viewers with PPC. It is not possible with SEO. 

Panamedia, one of the best SEO agencies, recommends integrating both marketing strategies according to your needs to get the best results.