Search engine optimization ( SEO) and pay- per -click (PPC) are two of the most common forms of digital marketing in the world . Understanding your potential customers and how they use the Internet is key to deciding whether paid search , organic search , or a combination is the best approach for your company .
What is SEO?
SEO is an abbreviation for Search Engine Optimization , which is a set of practices designed to improve the positioning of websites in organic search results .
Since organic search is the most prominent way for people to discover and access online content , a good SEO strategy is essential for improving the quality and quantity of traffic to your website .
In order to generate traffic , you need people to visit your site . To target them you need to know what they are looking for , what words they use in the search engine and what type of content would best suit their intent . In short , you need a keyword strategy .
A keyword strategy contains every decision you make based on your findings in your keyword research .
What is PPC?
Pay -per-click is a method of online advertising in which you pay to have your website appear at the top of search results .
A PPC campaign allows you to target specific locations , demographics , and keywords to ensure that your ad dollars are going to the exact target market .
While organic search generally hides keyword data for privacy jordan phone number data reasons , paid search has no such restriction . With conversion tracking and solid integration with analysis software , such as Google Analytics , we can determine which keywords convert , at what cost , and at what rate .
It is very important to know how to do proper PPC optimization . After all, you want to get maximum return on investment ( ROI ) from your ads .
Advantages and disadvantages of SEO optimization
Advantages
Credibility
Many users hesitate to click on sponsored ads , and trust the unpaid results that appear immediately below them thanks to a good SEO strategy .
Supports marketing content
Original and quality content and SEO work hand in hand ; creating useful content for visitors will help your site rank better in search results .
Maximize PPC campaigns
Unpaid ( SEO) and paid (PPC) strategies work fantastically together . Showing both results at the top of the search engine results page increases your brand 's credibility .
Sustainability
Although you will probably need to work with an SEO expert to properly optimize your website , you won't have to pay every time someone clicks on your site in a search engine .
Me
SEO results can take time.
The process includes the indexing of your content by search engines , which can take up to several days , even weeks .
Targeting
Thorough keyword research will help you focus your SEO efforts on the terms your potential customers are searching for . However , there is no exact way to target your SEO work to a specific demographic .