SEM 101 – PPC Vs. SEO

By now, you know the value of bringing visitors to your website – when users are able to view your products and services online, they’re much more likely to choose to make a purchase, inquire about your services, or add themselves to your mailing list. These customer conversions are what serve to drive your business and increase your revenue. Ultimately, there are two major ways of achieving a boost in website visits – SEO and PPC.

What Is SEO?

Search engine optimization, or SEO, is the collective practice of optimizing your website to be more attractive to Google’s algorithm. Most often, SEO experts achieve this by improving website speed, optimizing for mobile, improving the internal linking structure of the page, generating quality content that includes keywords users searching for your product or service may enter, and achieving quality backlinks to reputable pages. Together, these activities effectively establish you as an expert authoritative in your niche, and a trustworthy source of information – the key to building traffic that will stick and eventually convert into customers.

What Is PPC?

Unlike SEO, which does not require you to pay the search engine or website itself, pay per click (PPC) paid search campaigns are a way to get your website to appear at the top of search engine results. For example, on Google’s SERP, your web page will appear in an ad block located at the top of the page. You’ll pay a fee each time a user clicks on your ad to navigate through to your site.

Which Should You Choose?

Most search engine marketing (SEM) campaigns utilize both SEO and PPC or other paid search methods. However, if you only have the budget for one or the other, which is best depends largely on your goals. If you want to quickly drive traffic to your site – such as for a promotion or to take advantage of peak season – PPC often works more quickly; conversely, if you want to build a campaign that continues to provide traffic flow over a longer period of time, the content provided by SEO efforts may be the better solution.

For more insight into the key elements of SEO and PPC campaigns – and to find out which combination of the two could benefit your business – you’ll need an SEM expert like Rosebud Media. Contact us today to begin learning more.

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