Internet Marketing 101: What are SEO and Pay-Per-Click?

InternetMarketing101The question about the difference between Search Engine Optimization (SEO) and Pay-Per-Click (PPC) is a common one.  It’s easy to get the two mixed-up, because they both involve the placement of ads or organic (free) search links on Search Engine Results Pages (SERPs).  At the highest level, SEO is the optimization of a website to achieve the highest organic, or free, ranking in a search engine’s index.  PPC is the ability to bid on keywords to have ads be displayed at the top of search engine results and frequently on the right side of organic search results.  To sum up: SEO = free search placement.  PPC = paid search placement.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO)

SEO is considered a long-term process, because there is a process of optimizing a website, developing microsites, and back linking that take time.  SEO requires constant attention to maintain search visibility.  SEO involves many tools, including the ones I just mentioned to achieve that placement.  If you have a new site, it can takes weeks or months to achieve the desired organic search placement.

PPC is considered an immediate visibility process, but you have to pay for that visibility.  Since you’re bidding on keywords and ad placement, a daily budget is required for your ads to show-up on the search engines.  When either your daily budget has been exhausted or you simply run out of money for advertising, the tap is turned off and your ads disappear from the search engines immediately with no traces leftover.

Pay-Per-Click (PPC)

Pay-Per-Click (PPC)

The fact that PPC can come and go so often is another reason why SEO is so important.  As you engage in an SEO campaign, the work you do is not lost in the search engines.  If you run out of ad dollars, your SEO work will still be there.  If you do just a PPC campaign, once the money is gone, your campaign is gone!

If you would like to learn more about SEO and PPC, please contact us anytime!

, , , , ,