Most of our clients have asked us to setup both PPC and SEO for their businesses because it is preferable to utilize more resources in order to get their website maximum visibility on the internet, but one thing that we certainly understand here at Reciprocal Consulting, is budget. While setting up both PPC and SEO campaigns may be optimal for most businesses, there are cases which may warrant one or the other to a greater extent, as various aspects of each type may hold more relevance to the site for which the optimization is being performed.
It is imperative to be well-informed of the differences between PPC and SEO, and which can be more beneficial to your particular business needs. This depends on a number of factors, but generally your niche is key, followed by what type of business it is, how grand a scale you intend to market to, and who your target audience is. These factors all determine which keywords will convert best, and are the backbone to any campaign, PPC or SEO.
With Pay Per Click, we utilize Google Adwords, as well as similar PPC services on Yahoo and MSN. A maximum budget can be set for such a campaign, and within that budget, we strategically bid on your keywords, targeting geographically and categorically, displaying custom ads based on the search terms entered. These ads appear on the right-hand side of the browser, under the sponsored ads of the Google search page. How it works is you only pay when a user clicks on your ad. The price you pay for the click depends on your bid, quality score, particular position of the keyword(s) in the results, as well as other factors. Ads may also be shown on the Google Content Network, featuring your ads on sites within the network, which contain content relevant to your site. These ads may also be filtered depending on which lead to more conversions and better costs per conversion.
With Search Engine Optimization, we use your niche to build links to your site, build actual page rank, and get your site to show up higher on natural search results for your best performing keywords. We also have writers on staff who utilize various article and press release sites to spread the word about your site, new products and services, as well as other pieces of newsworthy information pertaining to your business. It should be noted that there are many factors that determine page rank, and the Google toolbar does not necessarily accurately represent your actual page rank. The focus of any SEO campaign is relevant link building on a wide scale.
The differences between PPC and SEO are vast, even though the purpose of both are the same. Online visibility can be achieved in many ways by utilizing a lot of different resources, but it is important that you choose the correct methods for your particular business and its needs.