Something we get asked every now and then is “what would work best for my brand, SEO or PPC?”. There is no simple answer as both can work for a brand depending on its objectives.
SEO or to give its full title, Search Engine Optimisation is one of the most essential marketing tools and involves ongoing maintenance and management of your website’s content in order to get your website noticed by search engines such as Google. Getting noticed isn’t the only goal, you also want to appear in as high a position within search result pages as possible when your intended audience uses appropriate and relevant search terms.
These search results are what is known as “organic” search. SEO uses a variety of techniques ranging from optimising your website to make it search engine friendly through to the use of strong and good quality on and off-site content that people might link to or from.
PPC, or Pay-Per-Click, on the other hand is paid for advertising. In short, you create campaigns and bid on keywords with the aim being to appear in the advertisements that run alongside the organic search results. The bidding process is somewhat automatic, you assign a maximum bid for a specific keyword or phrase and an algorithm uses this along with a few other factors to decide when and where your ad will appear. You only pay once somebody clicks on your advertisement.
Generally, a well balanced and strategic marketing campaign might use a combination of both.
Before you head over to Google AdWords and enter your credit card details, there are a few things to bear in mind.