Skip to main content

Difference Between SEO and PPC

As far as online content development jargons go, search engine optimization (SEO) and pay per click (PPC) play a huge role in internet marketing tactics. As an introduction to the uninitiated, a search engine uses algorithmic calculations to decide the ranking of a certain website or webpage on the search list. It is an unpaid or organic process which can be affected by using both SEO and PPC.

Considering how search engines work, the actual search terms or keywords are typed into a search engine preferred by a target audience. SEO affects the visibility of a website by editing the contents of a website. It can be used to change the HTML and associated coding of a webpage to increase its relevance to specific keywords entered by a user in the search engine. It also works by inserting backlinks, or inbound links, to the website in other web pages.

Seo and PPC
SEO Vs PPC (Image credit:-

PPC, on the other hand, is when a client pays a certain amount of money to a search engine to increase the visibility of a website. Advertisers pay the search engine a certain amount of money when people click on ads which direct the traffic to the webpage of the advertiser. An advertisement, or banner ads, is a common way of displaying an advertiser’s website. These are also called sponsored links or sponsored ads, which appears when the user enters a certain keyword.

The obvious difference between the two is that while the traffic generated by SEO is free, the traffic coming from PPC is paid. But making a choice between the two involves a number of different factors: the target of the website, whether the website is promoting a product or a service, the reputation of the search engine and finally the cost of promoting a website.

PPC involves spending a certain amount of money every time someone clicks on a link and the expenses might run into a four figure amount or more. SEO, on the other hand, is free and traffic can be generated by the content of a website. But being free does not guarantee results. It takes a lot of time to get a high ranking from a search engine, whereas paying for a sponsored link might generate traffic faster. But even that is no guarantee.

The choice depends on the size of the advertising budget. The daily spending limit can be set to a minimum of $5 to $10 a day or even $100 a day, depending on the budget. But SEO is also a practical choice since it can generate 5 clicks or 50,000 and while costing nothing.

SEO is a good approach to promote a website on a shoestring budget. But if a little capital is available, PPC is a good recommendation. In case of competitive industries, results pages with certain target keywords are dominated by authority websites, which are nearly impossible to displace. In such cases, paying for traffic via PPC appears to be most sensible.

But an even more powerful tool is to combine PPC and SEO.

Also See:- 

Why Seo is Still Favored by Organizations
Adwords Quality Score
Complete Seo Tutorial