Values and Differences in SEO and PPC


Marketing is a crucial function for any business that strives for growth. The props used in marketing have evolved over the years to provide business exposure and growth. Digital marketing is a current booming trend that has created opportunities for companies to help businesses grow in the corporate world. It uses digital technologies mainly via the internet to market products and services. Search Engine Optimization and Pay per Click are some of the common approaches used to create brand awareness and increase leads.  You are at the right place if you are seeking to learn more about these two concepts.

Search Engine Optimization (SEO)

Most companies have websites through which they connect with customers and attain the desired goals. SEO is a marketing tactic that allows your existing and potential consumers to access your site through search engines such as Google.

Values of SEO

1. Website Visibility

It allows consumers to know that your website exists and offers accessibility. They research on the products or services they are interested in and get various companies recommendations. Your website visibility will be determined by your ranking.

2. Website Ranking

It refers to your website position in the search results. The ranking is essential because it will influence visibility and traffic. There are various ranking factors that are considered such as the relevance of the content to the search and backlinks. The efficiency of these factors will vary in different search engines. This concept explains why a similar term may generate varying results in different search engines.

The ranking is high when a company is consistent in delivering relevant content and sound domain to users. It is important for businesses to identify the significant factors to their industry to develop an authoritative domain. This approach provides a competitive edge.

3. Website Traffic

Your website traffic is determined by the number of consumers that visit your page. It is measured in terms of the amount of data received and sent to users interested in your page. Effective SEO marketing will focus on increasing traffic to generate the leads. When a potential customer visits your page, he or she is a lead that you can pursue to convert into a sale. There several lead conversion techniques used by brands.

Pay-Per-Click (PPC)

PPC is a popular internet marketing technique used by advertisers. It was first offered by Google in 2000 as an ad program. It is offered on the Google AdWords system currently known as Google Ads. You get to pay a fee every time an ad is clicked on by an existing or potential client. It shares a primary objective with the SEO approach which is to get people to your site. However, you pay the hosting company a fee for promotion. It is considered more effective than earning the visits organically.

Pay-Per-Click is among the common search engine advertising options available. Advertisers bid for ad placement in their desired search engine via the sponsored links. Therefore, your site will be recommended, if a client searches for content related to what your business is offering. PPC is a profitable approach if well execute because you will end up attracting more visits than the fee you are paying.

It is important for companies to focus on building a competent PPC campaign strategy. Pay-per-click campaigns are dependent on proper keyword organization, the right ad group, and PPC landing pages. Intelligent execution of these campaigns lowers your overall fee per click enabling you to maximize on the opportunity of lead conversion.

Values of PPC

1. Campaigns

They top the chain as the highest element in the paid search account. An Ad account can have one or more campaigns depending on your business strategy. It contains other components that make it whole. For example, a campaign can be used to market various company products.

2. Ad Groups

A campaign consists of your ad groups. These elements are often themed. For example, you can offer a package of a holiday theme targeting to maximize on the annual fashion and style trends. One campaign can have more than a single ad group. In this case, you can offer an ad group for women, men and sportswear or equipment.

3. Ad Text

This refers to the keywords within each ad group. Your marketing team should come up with keywords that relate to the type of merchandise you are offering within each group. The content should be relevant and unique to the specific ad group. You are not only striving to get your potential clients to click on your website but also find the content relevant and informative. A great content that matches the brand often attracts web traffic and lead conversion.

4. Usability

Customers prefer a site that is easy to navigate. Ensure the design is focused on enhancing the customers’ experience without any difficulty. Your click or link should be direct because some consumers could become impatient and move on to other sites.

Differences between PPC and SEO

1. Payment

SEO is considered partly an organic method of getting visitors on your site while pay-per-click requires a fee for your content promotion to attract potential clients to the site. However, it is important to note that a good and successful SEO will require a marketing budget. The pay-per-click approach requires you to pay the fee throughout though it may vary.

2. Short Vs. Long-Term Benefits

Pay-per-click will get you adequate traffic and lead conversion if you invest well in the short term.  On the other hand, SEO is considered for a long-term basis to maintain a competitive advantage over the others. The latter is a cost-effective approach that will maintain your website presence and proper campaign management.

3. Traffic

PPC focuses on directing traffic to your site while SEO will help improve the traffic by increasing the number of leads and conversions.


Both Search Engine Optimization and pay-per-click are effective strategies of digital marketing via the internet. However, you need to understand your business needs and goals to know which one is effective for your company. Alternatively, you can use both strategies simultaneously to accomplish your goal because they focus on similar elements such as website traffic and leads.