Introduction
The success of every online business depends primarily on its ability to attract web traffic. The quantity of traffic is one of the deciding factors determining the growth and success of any online business across the globe, irrespective of its size.
There are many ways to improve the performance of a business website. Among them, Search Engine Optimization(SEO) and Pay Per Click(PPC) are the most effective ones. Though both SEO and PPC are effective methods for driving visitors to a website, they are very different and distinctive from each other.
To be successful with either method or both, marketers must understand their strengths and limitations so that they can be applied correctly under optimal conditions.
But first of all, one needs to know the difference between organic and inorganic traffic to gain a clear understanding of the concept and differentiation between both models.
Organic traffic
Any traffic that arrives at your site from a search engine result but isn’t paid for is known as organic traffic. Your inbound marketing and SEO activities will result in any organic visitors.
Paid traffic
Paid search traffic is the kind of traffic that is generated as a result of a paid search campaign launched on search engines.
What is SEO?
Search Engine Optimization (SEO) is the technique of providing information on your site that has the potential to boost its visibility to search engines and their users. It can help your website gain high visibility in relevant searches and aids in achieving higher rankings in Google.
SEO Course in Jaipur refers to a set of tactics targeted at propelling a website to the top page of the main search engines. It is considered critical for online businesses because search engines produce 80 percent of all traffic to any website.
SEO is popularly known as an “organic” lead generation tool that aims at improving the web pages in order to improve their rank in search engine results.
SEO ensures to enhance the quality and quantity of web traffic of any particular business site. It focuses on using relevant keywords for web content and it also means focusing on core online essentials like site performance, mobile friendliness, interaction, and web page content.
By implementing SEO techniques into the business, one can boost their organic presence. A successful SEO strategy helps by improving the quality and quantity of organic traffic to any website.
Advantages of SEO
- Helps in generating organic traffic
- Generates better quality leads
- Trustworthy user experience
- Measurable results
- Improves brand awareness
- Increases credibility
- Budget-friendly
Types of SEO
- On-page SEO
- Off-page SEO
- Technical SEO
- Local SEO
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On-page SEO
The practice of optimizing the content on your website using keywords, headers, meta titles, meta descriptions, images, body copy, and many more are called On-page or on-site SEO.
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Off-page SEO
Off-page SEO refers to everything that occurs outside the web page. Off-page SEO is about building trust and credibility of the company ultimately leading to higher traffic generation and total sales.
The majority of off-page SEO efforts are centered on link building, which is the process of obtaining links from other trustworthy websites to your own.
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Technical SEO
Technical SEO involves implementing configurations like page elements, XML Sitemaps, meta descriptions, HTTP header responses, and other technical aspects into the website to improve the user experience of any particular website.
In other words, technical SEO is the sum result of steps taken to improve the user experience of a visitor on a website by incorporating technical details.
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Local SEO
Local SEO is a search engine optimization strategy that helps the business by offering higher visibility in local search engine results on Google. It mainly focuses on improving a local business’s visibility by offering a competitive edge over other businesses in any particular area or locality.
What is PPC?
Pay-per-click (PPC) is an online advertising technique in which an advertiser compensates a publisher for each “click” on an advertisement link. Pay-per-click (PPC) is also known as Cost-per-click (CPC). Search engines and social media networks are the most common platforms that utilize the pay-per-click model. The most common PPC advertising platforms are through Google Ads, Facebook Ads, and Twitter Ads.
Both marketers and publishers benefit from the PPC approach. The strategy is beneficial to advertisers because it provides them with the opportunity to promote and advertise their products or services to a specific audience.
The value of each click from a potential customer exceeds the cost of the click paid to a publisher. Online companies use it to monetize their free products using online advertising. While it acts as a major source of revenue generation for publishers.
PPC generally operates on two basic models:
- Flat-rate Model
- Bid-based Model
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Flat-rate Model
In the flat-rate model of PPC, an advertiser pays a publisher a predetermined price for each click. Normally a publisher maintains a list of differential PPC charges for various places on their websites.
The price is pretty negotiable and If an advertiser proposes a long-term or high-value contract then a publisher will be willing to lower the price.
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Bid-based Model
In the bid-based model of PPC, each advertiser submits a bid for an ad spot with the highest amount of money they are ready to chalk out. After that by using automated methods, a publisher decides to conduct an auction, after which an auction is held when any visitor activates the ad spot. The winner of an auction is usually chosen by the order in which the money is offered, rather than the overall amount. The final ranking takes into account the quantity of money to be paid along with the quality of the content being offered by the advertiser.
Advantages of PPC
- Gives immediate results.
- Improves web traffic
- Higher Return On Investment (ROI)
- Real-time target customers
- Improves Brand awareness
- Thrives through Algorithm changes
- Helps in generating Leads in neighboring cities
- Helps in gaining the top spot in local searches
- Helps in retargeting
Types of PPC
- Search Ads
- Display advertising
- Social Media advertising
- Lead Advertising
- Retargeting PPC advertising
- App installs
Difference between SEO and PPC
Both SEO and PPC are the most popular and effective tools of traffic generation strategies that contribute heavily towards the success of a business through lead generation leading to higher sales value and profit generation.
Despite the fact that both have the same objective, they are quite distinctive in their procedures and methodologies.
SEO services predominantly focus on driving organic traffic to a website whereas PPC advertising focuses entirely on displaying paid advertisements on search engine results pages (SERPs).
“How a lead is generated” is the main criteria that make all the difference between both the models of PPC and SEO marketing strategies. PPC course online enhances your skills.
| SEO | PPC |
| Organic traffic generation | Paid traffic generation |
| Budget-friendly | Highly costly |
| Slow process | Fast process |
| Long-term results | Short-term results |
| Average ROI | Higher ROI |
| No retargeting possible | Facilitates retargeting |
| Changes required as per the algorithm | Thrives algorithm changes |
| SEO results are displayed anywhere in the SERP | PPC results displayed at the top of the page |
Conclusions
The major factor determining the growth and success of any business depends primarily upon its ability to drive in more traffic, resulting in higher sales and profit revenues.
There are many tools and techniques available to improve the performance and major ones are SEO and PPC.
But the big question is among SEO vs PPC: Which one is better?
SEO is the process of driving organic traffic to your website by optimizing web pages, whereas PPC is paid advertisements that appear at the top and bottom of search engine results pages (SERPs) or on other websites.
The main differentiating factor between both SEO and PPC is the price attached to it, where PPC is all about paid advertising and SEO focuses heavily on unpaid lead generation.
Both SEO and PPC have their own pros and cons and offer distinctive advantages.
The choice between SEO and PPC entirely depends on your business preferences, policy, and budget.
Anyone interested in acquiring more information and knowledge on interesting topics like this can get in touch with the best digital marketing course in Jaipur to get enriched.
