SEO, also known as search engine optimisation is not about optimising all the time, but also about harnessing keywords in the right ways to generate higher traffic during organic search. So, choosing in between PPC and SEO just depends upon the goals that one has set along. What is the expectation on the money invested, and what are the long-term goals. So, it is just never a single thing that comes into play in such cases. The rankings of any page or website depend on the fact if the person who previously visited the website has come back or not, or if he has looked into other pages which are related or not?
PPC, on the other hand is also known as pay per click. They are nothing but paid ad campaigns that pay an individual for advertising. Very often, when we search a keyword a host of page results show up. As per the SEO, only the page which ranks high in SEO is going to come up first in the Google rankings. PPC search shall come up in the form of ads on the top of the page rather as a yellow tag instead of the main results. That is the main and basic difference between SEO and PPC.
PPC over SEO Or Otherwise?
PPC and SEO, both are the parts of Search Engine Marketing (SEM), which is one of the tools used n internet campaign. But then, SEO generates some organic traffic while PPC’s are paid campaigns. PPC is created by people having some expertise and training in such areas, while the PPC is a business which jump-starts with some traffic. Once the PPC is switched off, the traffic also goes away along with it. SEO, being an organic search can be considered to be more reliable by some individuals on the fact that is not a paid one. The best website shall get displayed in the search results as a fair competition. SEO, is also kind of time-consuming. In the sense, that one can really never get enough of it. It is never 100% complete; one can also strive to get it more and more optimised. This, is not the case with PPC which gets the results almost immediately within a single click.
Organic SEO and Paid PPC
When working on SEO, one of the things which need to be understood and accepted is the fact that it is time-consuming and so, the ROI is not always immediate as thought of. It is about working on the code and structure of the website as well as because, SEO is dependent on Google algorithms upto a certain level. As for PPC, it is not really affected each time there is an algorithm update but then, regular optimisation needs to be carried out in order to improve the clicks. PPC, being a set-up campaign, has the ability to advertise other sites as per the wish and fancies of a customer.
For example, when the user is reading through an article online and comes across an ad, he might not just go out and do anything the first time the ad is displayed. Due to time constraints, or plain disinterest the ad might just not be given the due importance the first time around. But then, chances are that the ad is going to show up again once he goes to read on another blog article and this time around, he might just be in a mood to response to the ad being shown. Such advantages are not provided by the SEO, though it is a very organic methodology.
Coming to think of it, combining both SEO and PPC shall only result in more clicks and better business. The traffic is obviously bound to increase by leaps and bounds, without any doubt. The website is going to be optimised as per the rankings. Each of them has their own benefits and are effective in their own ways. A correct usage of both of them can get the business on the front page, if not anything else. So, it is not like about competition all the time, at the end of the day the search engine’s topmost priority is to return the best results to the user during his/her search process.
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