PPC and SEO Guide
PPC and SEO are different marketing techniques that complement each other in a symbiotic relationship. They both play a role in proper search engine marketing (SEM) to drive traffic to your website and grow your business. One can be used without the other, but by using both in tandem you will have twice the amount of data and metrics available to hone in on and produce better results.
What is PPC?
PPC stands for pay-per-click. Specifically, it means pay-per-click advertising. It’s a type of advertising that is sold by search engines like Google, social media websites, and other websites. An advertiser, like you, pays the platform, like Google, when a user clicks on your ad in the search results. They may contain a combination of text, images, or videos and are often at the very top of the search page to maximize clicks.
What is SEO?
SEO stands for search engine optimization. It’s the term used when a web developer or designer improves a website so that its links will rank higher on a search engine results page (SERP) for certain keywords and phrases. For example, by searching for a gas station nearby you will most likely get results for just that – a gas station nearby – and not something unrelated. SEO typically provides better credibility than PPC because it’s harder to organically rank higher in the rankings than it is to simply pay for some ad space.
How to Use PPC and SEO Together?
You can use PPC and SEO together in a couple of fruitful ways. A quick and easy way is with A/B testing by buying keywords and phrases that you think would work well for your website. It is easy and affordable to purchase these keywords in a PPC campaign, watch their performance and if they work well then integrate them into your SEO. This can work in the opposite direction as well, if you already have good keywords or phrases that work for your SEO, you can purchase a PPC campaign to make things more efficient.
PPC and SEO can also improve credibility. By placing on the first page with ad space, users will be more familiar with your name, even if they don’t click on your site. If you improve your SEO to show up on the first page anyway without a PPC campaign, then chances are users will trust you more implicitly, and lead to better business results.
Need a PPC or SEO Expert?
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Categorised in: The Shoreline Blog
This post was written by Shoreline Content Team
