Search engine optimization (SEO) and pay-per-click (PPC) are both important aspects to any successful digital marketing strategy. Not sure what the difference is between the two? Or how either might be useful to your business? Don’t sweat it. The experts at Montreal digital marketing agency Axagen have all the answers. Read our blog to discover the main differences between SEO and PPC, and why both are crucial to your digital marketing success:
The main differentiating factor between SEO and PPC is that PPC is—as the name suggests—paid advertising, while SEO is not. SEO is the practice of increasing the quantity and quality of visitors to your website. It is carried out using organic—meaning unpaid—methods. Organic SEO methods include pushing relevant, intriguing, and keyword-rich content on your website and social media channels, improving domain authority through link-building, and in-depth keyword research.
What are keywords and why do I need them?
Keywords are a fundamental part of any SEO strategy. They are the beginning of the breadcrumb trail that leads new and returning visitors to your site. If, for example, someone typed the title of this blog (or something similar) into Google, we’d want our blog to show up at the top of the search results. How do we make that happen? By including keywords in the blog and website that are relevant to that specific search query. This takes research, patience, and tact. For professional keyword research, and a top-notch SEO strategy, get in touch with the SEO experts at Montreal SEO Agency Axagen today.
One of the core differences between SEO and PPC is that PPC does not affect your website’s ranking on search engines. It does, however, aim to increase the number of new and returning visitors to your website and (hopefully!) drive conversions. With SEO, the ranking of your web page is determined by many factors, including quality of content, interlinking frequency, and keyword density. With PPC, the placement and timing of your ad on search engines like Google is entirely dependent on how much you’re willing to pay. Each time your ad is clicked, you must pay a small fee to the search engine.
How do keywords work with PPC?
When it comes to PPC, it all starts with keywords. With PPC platforms like Google Ads (Google AdWords), you must bid on keywords relevant to your page or site. The amount you’re willing to pay, and the general interest level in the keyword will determine the placement of your ad. This is where keyword research comes into play. There is no sense in bidding on keywords that have little to do with your product. Consider hiring a local marketing service to ensure your keyword strategy is up to snuff.
Any effective digital marketing strategy includes both SEO and PPC. PPC will bring you fast results, whereas SEO will help you gain long-term domain authority, and ensure users keep coming back. To learn more about SEO and PPC, or to get a free website analysis, get in touch with us at Axagen today!