SEO and PPC - How They Differ

SEO and PPC - How They Differ

SEO and PPC - How They Differ

Comparing two important ingredients that both contribute to a successful recipe can be a difficult exercise. SEO and PPC services provide online businesses the edge required to gain business through the online medium. SEO provides a wide range of services to link business resources with web utilities and to build and maintain customer relations. PPC can factor into the SEO exercise. PPC and SEO are not a new phenomenon and have probably played a role in most online ventures. SEO strategies focus on top of the heap organic results while PPC simply wants users to click through the paid links when they appear. PPC is seen as a cost-effective approach to advertise on Google, but the chances of gaining potential business is low compared to SEO efforts. Both SEO and PPC aim to boost web traffic but to determine which one is the best medium has been a matter of much debate.

Experts suggest SEO efforts are guided by creativity to gain momentum. User behavior indicates higher inclination to click on natural results rather than on ads placed along the sides of the page. SEO optimizes content using creative platforms such as blogs, social media marketing, and viral marketing to initiate buyer interest. PPC on the other hand is considered as an object of analytical and mathematical expertise and is the handiwork of experts who like to observe patterns and test possible opportunities. Another factor that differentiates the two services is longevity. SEO efforts in the right direction can be a long lasting approach, whereas the PPC approach has to be fine-tuned every month. In addition, the PPC expenditures greatly exceed the budgets allocated for SEO services globally. Another notable observation is the fact that companies that invest in both SEO and PPC have found higher ROI with superior rankings in natural search results.

SEO is a multi-pronged approach combining various web resources to optimize the visibility of a webpage in a SERP. PPC gives full attention to one project because the focus is on the deliverables and its immediate returns. Though much has been said about the advantages of both processes, the disadvantages can determine which campaign is better for a company. PPC requires constant flow of monetary investment whereas SEO does not. PPC is also vulnerable to click frauds. Click frauds lower the profitability of the links as robotic scripts click on the link and cost the business money and no real traffic. Creative click frauds hinder the motive behind a PPC campaign, but it is difficult to tamper with a good website indexed by the search engine.

PPC services alone are a gamble but can be a powerful tool when used in conjunction with SEO practices. PPC campaigns give the user an early start but can also imply an early end as well. SEO practices takes three to four months but has the strength to play a significant role in the long run. Internet users also tend to place more trust and credibility in sites which show up in both the top results and the paid advertisements.

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