We often have clients asking us what the difference is between Search Engine Optimization (SEO) and Pay Per Click (PPC). If you're not very familiar with these services, one involves improving your ranking for search engines while the other focuses on creating targeted ads, but both require you to understand how keywords play a part in increasing your online visibility and how to set yourself apart from competitors.
Why are keywords important?
Promoting an online business is not that different from promoting a brick and mortar store. While you’ve paid for a space to conduct business and offer quality products or services, you won't be able to draw in customers if they can't find you!
With online marketing it's worth investing time to make sure search engines are able to find your site.
What keywords should I be using?
Get in the head of the consumer and think of what they look for. A keyword could simply be describing what your product is or identifying what problem it could solve (e.g. whitening tooth paste or tooth discolouration). Also take time to think about where your customers are located and which geographical areas you are catering to. (e.g. midtown, near public transit, students) Begin compiling a keyword list that will be the basis of a successful SEO strategy to increase your online visibility.Should I be using SEO or PPC?
Many people differ on whether or not SEO is better than PPC, vice versa. It's been shown that organic SEO results are 8.5 times more likely to be clicked on than paid search results however paid search results convert on average 1.5 times the rate of organic clicks. The better question may be not which option is better but what objectives you are currently trying to achieve.
In the short run, PPC ads are a great way to drum up attention for a new business, create or strengthen brand awareness, and be able to get instant exposure within a targeted audience. However many argue that organic SEO is more valuable, although it requires more time. While PPC can allow you to show up on the first page of search results for a price, ongoing SEO will ensure that you rank highly on Google for the long term. While both options require time and effort, both are great ways to increase online exposure. They can also work well in tandem if your time and budget allows. Many step-by-step tutorials exist to guide you through setting up proper SEO and effective PPC campaigns.
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