One of the biggest misconceptions many people have about Search Engine Optimisation (SEO) is that it is similar to Pay-Per-Click (PPC). Although both benefit your website’s visibility and brand awareness, there is a massive difference between the two.
Search Engine Optimisation (SEO) is a process where a website uses specific keywords or phrases and other SEO strategies to gain rank in search engine results like Google and Bing. SEO is a long-term strategy targeting organic search results on search engines.
Pay-Per-Click (PPC) marketing is a form of online marketing where advertisers pay a fee each time their ads are clicked. Advertisers must bid for ad placement in a search engine’s sponsored links when someone searches for keywords related to their products and services.
The main difference between SEO and PPC is their purpose. SEO aims to earn a ranking on search engine results by targeting organic traffic, while PPC aims to buy rankings on search engine results.
PPC links will appear on top of the page, above organic listings. However, most users usually click on the organic results. You can identify a PPC advertisement easily because the word Ad is shown along with the link on search engine results.
SEO – Organic clicks from SEO are free, which means that when your website is optimised and appears on the top of the search engine, people can click on the link without you having to pay anything.
PPC – A certain fee will be charged when someone clicks on your link. However, the cost per click might vary based on your bidding, keyword use and more.
SEO takes at least 3 months to start seeing significant results, whereas you can see instant results when using PPC. Even though you can see fast results through PPC, your search engine ranking might be affected when you stop paying for it. On the other hand, SEO takes more time because it is a gradual process to build a substantial base.
SEO is cheaper and more reliable compared to any other marketing tool. Although it may take more time to achieve first-page ranking, SEO is the best traffic channel with the highest ROI compared to other paid marketing tools, including PPC. However, you can also gain high ROI with an effective PPC campaign.
Organic rankings have more extended staying power. That is because an SEO specialist will conduct ongoing optimisation and testing for your website to ensure that your website has a high search engine ranking. For PPC, your website ranking on a search engine might drop when your PPC campaign ends.
In order to choose either SEO or PPC for your business, you need to know what your goals and objectives are. Your budget will also play a significant role in deciding the best plan for your business. In short, SEO is the best choice if you want a long-term strategy with staying power, and PPC is best for short-term strategies such as seasonal campaigns.
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