Search Engine Optimization (SEO) and Pay-Per-Click (PPC) marketing are similar in many ways but there are a few key differences. Both are effective ways of driving targeted traffic to websites. However, SEO tends to garner more traffic due to the fact that it is a long term process whereas PPC tends to yield results quickly. So which one should you choose for your business?
The first is where listings show up on the search result pages, and the second is how traffic is acquired. Organic Search Engine Optimization is the natural way to rank well in search engines without paying for traffic. Paid traffic:
With SEO, traffic is purchased when someone searches for a particular keyword or phrase. PPC campaigns, on the other hand, start out with paid campaigns but a person can also engage in SEO in a passive manner. In this case, the person does not purchase traffic but instead opts into a website’s database for more information. This type of marketing strategy is often referred to as a “pay-per-click” campaign.
There are a lot of benefits to choosing both SEO and PPC as your ideal Search Engine Optimization strategy. SEO is actually comprised of several elements that all work together to attract organic search engine optimization traffic to websites. These elements include title tags, headings, meta tags, content, keywords, incoming links, incoming trackbacks, and the proper implementation of internal linking. Another important factor to consider is relevancy.
One way to achieve organic search engine optimization results is to ensure that the keyword you will use in the title tag is one way links leading to your site. In the example of the above tag, the “keyword” here is “search engine optimization.” To make this one way link, attach one keyword to each page within your website. For instance, if your site contains the phrase “commerce tips,” you should link to your homepage through the phrase “commerce tips.” Make sure these links to work together in a logical way, though.
Pay per click advertising allows webmasters to create targeted ads based on keyword relevancy and volumes of traffic generated from that particular keyword. Google offers advertisers a variety of options, from ad placement position to demographics. The result is that an advertiser can target his or her audience with only the most relevant ads, which increases the chances of creating a genuine interest in their site. Google allows advertisers to choose their keyword relevancy and also allows them to see how their traffic is being affected by their ad.
Search Engine Optimization success also depends on the proper functioning of the search engine itself. Google and other major search engines like Yahoo! and MSN offer a wide variety of tools and services for tracking, monitoring, and improving search engine performance. These services include tools that determine how often certain keywords appear on a site and tools that analyze how the site is ranked for each keyword used. In addition, the services analyze the links between keywords to identify links that are not quality.
Search Engine Optimization experts recommend that companies develop and maintain their own marketing and advertising campaigns in addition to employing Search Engine Optimization methods and tools. This helps to ensure that all ad campaigns fit in well with Search Engine Optimization guidelines.