SEO vs PPC: How They Work to Increase Qualified Leads
Comparing pay-per-click (PPC) and search engine optimization (SEO) is like comparing a Subaru Impreza with a Forester. Both marketing methods will get you where you need to go and both are highly capable… they just go about things in different ways.
Both SEO and PPC can be effective at driving traffic to your website. Even better, the better you do with SEO, the more effective your PPC will be and vice versa. For that reason, PPC and SEO both deserve a spot in your marketing plan.
When to Use Pay-Per-Click Advertising
Pay-Per-Click Advertising (PPC) is the kind of digital marketing you want to run if you need traffic immediately.
You can run several types of PPC campaigns, each with its own unique merits. The most common types of PPC campaigns are:
- Display ads
- Search ads
Display Ads
A JTech Communications Display Ad
Search Ads
One of JTech's Search Ads with extensions
You’ll have to pay for the traffic you receive with PPC advertising, but you’ll appear in search results immediately. This makes PPC ideal for driving traffic to new websites or primary product pages. Like an Impreza, PPC ads are engineered for speed.
When to Use Search Engine Optimization
This makes SEO a slow burn. You, or your marketing team, need to monitor your website page’s SEO and search performance to continue optimizing your site for Google’s search algorithm.
The optimization process is actually why we’ve compared SEO to a Subaru Forester. A site that’s indexed and ranking is best compared to a car that is optimized for all-around performance.
How SEO and PPC Work Together
The answer, like most other digital marketing questions, comes back to one root cause—search engine algorithms. Google and most other search engines rank sites that offer a good user experience.
Search engine optimization tells search algorithms that your site has the information users need using keywords, links, meta tags and technical optimizations.
PPC tells search engine algorithms how customers interact and engage with your website. Using ads to increase your website traffic can give your organic traffic a boost because increased traffic tells search engine algorithms that customers enjoy what you offer.
Are you looking for help with your digital marketing? The digital marketing team at JTech communications can help with both SEO and PPC—reach out and tell us about your business today!