In the field of digital marketing, it all comes down to brand awareness and visibility. Both SEO and PPC are practical search engine marketing tools, but both provide highly varied results. Search engine optimization or SEO is associated with organic search engine results.

This business practice considers its users as well as the search engines. It’s about understanding users’ interests. Like what they are searching online, the answers they are pursuing, the words they are utilizing, and the type of content they are most curious to learn. Knowing the answers to all these questions will allow marketers to connect to the users searching online for your business’s solutions. Knowing the audience’s intent is just one part of the SEO. Delivering it carefully so that search engine crawlers can find and understand is the other. Its end goal is to provide better search visibility through comprehensive optimization of compelling, share-worthy content and a great user experience. Better keyword optimization can ensure prime visibility in search engines. You can learn more about SEO here.

Pay Per Click or PPC is associated with advertisements that appear on top of search engine results. You basically pay for your content’s visibility, but you only pay for the clicks your ad receives. Daily budgets set in advance and estimates of the average cost per click for the keywords targeted can reduce expenditure. Search engine advertising is a popularly implemented form of PPC. It allows marketers to bid for ad placement in sponsored links on search engines on a keyword related to their business’ offering. It’s essential to know how PPC works before hastily going through with it.

There are two key differences between SEO & PPC:
1. Paid ads appear on the top of search results, above the organic listings impacted by SEO.
2. Traffic from organic listings via SEO is free, whereas traffic driven from PPC has a cost for each click.

SEO provides a sustainable brand awareness as compared to PPC, which diminishes when you stop paying. However, PPC delivers faster results for brand visibility. Ads can be targeted by search keywords but will cost more. It is viable to use PPC when you have a financial resource. Organic results through SEO may be slow, but its effects are long-lasting and build over time. It is crucial for brands to create credibility and trust, which is viable through SEO. Many users skip ads and highly consider organic results.

Your company’s needs must be considered for what applies best to your business for choosing between SEO and PPC. For instance, A local business with little competition and a requirement for limited leads per week will develop good visibility in the local and organic search results with a bit of spending or implementing fundamental SEO dynamics. In contrast, a new e-commerce store, competing with a page of results from major department stores and online retailers, will likely struggle in organic search results initially. They will require more effort towards visibility. PPC and SEO, when used together, produces a more effective internet marketing campaign. Both contain pros and cons and work best when used simultaneously. SEO and PPC applied together will drive results that are greater than when applied individually.
The benefits of running these marketing tactics together include:
● PPC can provide faster results on keyword conversions, which can effectively apply with SEO.
● The traffic volume shall increase by targeting clicks in paid ads with organic listings for good performance relevant keywords.
● You can move keywords with the best results upon testing their performance through PPC to organic search.
● You can feed A/B testing of ad copy and landing pages into organic listings.
● Target users with commercial keywords at all stages of the customer journey from research to comparison to purchase.
● Having both strong organic and paid visibility will increase confidence and awareness.

An integrated search strategy that looks at SEO and PPC is the optimal approach for a business. Results increase and become more effective by utilizing both paid and organic means. It will not suit every business, though. You will still want to develop a holistic search engine strategy for high-growth, aggressive marketing rather than approach SEO or PPC in separation.