SEO and PPC are two widely used tools in Digital Marketing for various purposes, such as generating website traffic or conversions, obtaining clients or potential buyers, and brand presence. But what are their differences? How can you get the most out of each of them? Find out in the next article!
SEO – Search Engine Optimization
We could define SEO as the most effective marketing strategy for the organic positioning of a website. If we know the rules of how to establish effective SEO, we will achieve greater visibility in search engines.
With organic positioning, we refer to the ability of your website to appear on the first page of results, when a user searches for a term related to your brand or product.
Achieving a privileged position is the main objective of optimization, since the first 5 search options take about 65% of the clicks of Internet users, according to a study by the company Ignite Visibility.
PPC – Pay Per Click
PPC, unlike SEO, is a payment tool, a contract between, for example, Google Adwords or Facebook AdSense and your company. What Google will show the user, in this case, is a sponsored link from your website.
While SEO is organic and natural, in the best style of Inbound Marketing or “Attraction” Marketing, PPC is more related to intrusive advertising.
To see it another way: If each internet search were a rotating sphere, and the web pages were inside it, like bingo balls, an effective SEO would make the “ball” with the greatest weight, the most optimized, have greater chances of hitting the point than others. Eureka! You have beaten your competitors by the law of gravity. PPC is the digital reference for old ads, the higher the payment, the higher the visibility.
What is better: SEO or PPC?
Before deciding on one or the other, it is important to clarify that SEO is undoubtedly the origin of all assets. Even with a good PPC campaign, without adequate website optimization, the momentary benefits that such a strategy may generate would not be sustained over time.
According to research made by MagnifyLab, a PPC agency in London, pay per click is ideal when you are in the stage of the launch, be it a site or a product, it is usually a quick and effective strategy to achieve clients or subscribers in the short term. Even so, it is necessary to prepare in advance to implement it.
SEO tools, on the other hand, require much more time to demonstrate their effectiveness, but once you have achieved organic positioning, their effects will be more permanent and satisfactory.
With PPC you can direct immediate traffic to your website, but that will not position your brand, nor will it make it a benchmark for your sector, something that is definitely only achieved with content optimization.
How to benefit from a PPC campaign?
A good practice when implementing a PPC campaign is to take advantage of its potential to support optimization or SEO efforts. To achieve this goal, it is important to know how to generate leads or conversions through Pay Per Click.
The main thing is to direct traffic to a landing page that allows you to obtain, through a form, the data of the prospect, offering in exchange free quality content. In this way, you will convert that user into a potential client, and you will be able to measure how effective your PPC campaign is by means of the return on our investment or ROI.
Another option is to promote discounts and real offers on that link. If you invest enough money in a plan of this type, you will get visitors faster, as well as more currency conversions, while using an appropriate sales tactic. However, PPC is not a profitable strategy for the positioning of a brand, as soon as you consume your budget, you will stay practically as in the beginning.
Digital Marketing requires a long-term approach, which is built only through SEO, offering the user enough quality content that solves the daily concerns and improves user experience.
A constant and updated SEO implementation requires knowledge, initiative, and creativity, but it will more than pay you back for the time invested.
How to implement effective SEO?
According to Andrey Lipattsev, a Google strategist, quality content and link building on the website are two of the main factors that rank inside Google’s ranking during searches.
If we manage to involve the concepts and keywords in relevant content that provide solutions or useful information, we will establish one of the main axes for optimization and web positioning. This information will help you prepare a Content Marketing plan, ideal for web positioning.
Without a doubt, the best strategy is to use SEO from the start and invest in PPC campaigns to promote quality content or specific offers. Gradually, when the Google search engine has indexed your website, organic traffic will start to appear. What are you waiting for to start and make your brand known?