There has been a lot of discussion on SEO or PPC, and different conclusions have come out of it. Some people agreed with these conclusions, while others insist that they should be discussed in more detail. Meanwhile, these two’s are different from each other and the way of initiating them is also different.
However, it is quite difficult to work with using both of these i.e. SEO & PPC. Before working with one of these to get the job done, just consider the situation of your business or website because it will show you the mirror.
But for that, you need to know some basics about SEO & PPC. So time to get started, and let’s see how useful this information is…
Here, I won’t tell you the full form of SEO, hope that you knew already. Moving on from that, let’s take a step forward to elaborate more about SEO. It will give your business or website more exposure based on the visibility of relevant user searches.
What is visibility? A Website should show, what your business is working for or working on. That’s where you can attract more users to your website. According to this, if SEO is done correctly & patiently, quantity, as well as quality traffic, can be driven towards the website in no time, which is called nothing but organic traffic.
This is the most important part of SEO to generate organic traffic. They are your owned users they liked the user-friendly environment, website’s efficiency and after visiting the website they have got fulfilled about their query or they are getting answers about every question they entered into the Search Engine.
How does it work?
It works in two parts – the first is SE and the second one is O. Every SE i.e. search engine whether it Google, Bing, or Yahoo has crawlers, which finds and collects information related to content where they can sort the user query.
The gathered information is fetched back to the search engine to build up the index. Furthermore, this index is matched with the current algorithm to fulfill the user’s query.
Now let’s take a look at the O part. Optimization can take many forms. It’s everything from making sure the title tags and Meta description are both informative and the right length pointing towards internal links of the pages.
Optimization is important because, the people who wrote the entire website content build a website according to the subject intent, maintain the flow – so search engines can understand and can match the user query with it. On the other hand, the user should be happy while landing on the page & while leaving the page that he gets what he needed.
Things needed to learn SEO
- SEO friendly website
- Content and related markup
- On-site topics
- Link related topics
Advantages of SEO
- Targets quality traffic
- Build brand credibility
- Establish brand awareness
- Don’t need to pay for ads
- Gets more clicks than PPC
- Improves online presence
- In digital marketing, SEO is best in cost management.
- Encourages users to visit again without any promotions or reminders.
- Mobile-friendliness of mobile is one of the features of SEO.
Disadvantage of SEO
- Time-consuming process
- Tough competitions
- No guarantee it will work
- Requires a big investment
- Slow results
PPC is an online advertising platform in which every user click on online ads advertiser has to pay the search engine. Paid search ads are one of the popular types among the different types of PPC ads. Only when the user clicks on the ads then only advertisers are charged.
These ads appear when people search things online using a search engine i.e. Bing, Google, and Yahoo – maybe they are looking for something to buy. This could be anything like beauty products, gifts, food & drink, accessories or looking for online courses, dentist or plumber, etc.
How does it work?
Until now the most common PPC ads are being displayed on Google and Bing search engines. Within these two platforms there are different ad formats:-
- Shopping Ads
- Search Ads
- Video Ads
- Gmail Ads
- Display Ads
But considering the platform and ad format, the working structure of PPC remains the same. Then let’s see how?
- Sign up for an account with any platform.
- Create ads by adding the right audiences, keyword, etc
- Set the maximum cost you are ready to pay for each click.
- The Ad goes into an auction with other ones, for bidding on the same keywords.
- The auction determines the order in which the ads are shown.
- You have to pay when someone clicks your ad.
Things needed to learn PPC
- Keyword relevance
- Landing page quality
- Quality score
- Addition of negative keyword
Advantages of PPC
- Fast results
- Simple & generate traffic quickly
- Easy to measure results
- PPC ads can be adjustable
- PPC offers retargeting
Disadvantage of PPC
- Skill required
- Sometimes clicks don’t lead to a sale
- It can generate junk traffic
- If the PPC campaign not managed properly, it can fail
- Ads disappear when the campaign ends