Article by Guest Blogger - Rose Julianne | Photo from Pexels
With the market becoming more competitive than ever, it’s unsurprising that businesses have turned to business services to optimize their presence online.
As reported on Globe Newswire, the global digital marketing services market has grown at a compound annual growth rate of 16.8% and is expected to reach USD 78.6 billion by 2028. These services employ several strategies in improving business reach and performance, with two of the most used online marketing strategies including search engine optimization (SEO) and pay-per-click (PPC).
But before getting into digital marketing, businesses have to understand the most feasible strategies for the best conversions. In particular, online businesses need to maximize their resources as they have fewer outlets for promotion. In this article, we will discuss what SEO and PPC are and how they can help boost your online business:
What is SEO?
SEO is when you improve your website to appear higher in a search engine's organic results. Entrepreneur lists four notable areas of SEO: keyword research, technical SEO, on-page SEO, and link building. In most cases, this requires businesses to curate content that will appeal to the latest Google algorithms to boost visibility and credibility. Lately, several businesses have employed the use of artificial intelligence (AI) like ChatGPT to apply SEO practices.
What is PPC?
PPC comprises advertisements that appear at the top of search page results. These ads appear depending on a user’s search term, and advertisers have to pay a fee every time a user clicks on the ad. This model allows businesses to market to searchers directly and direct them to a call-to-action, such as signing up for a newsletter or purchasing a product or service.
What are the differences between SEO and PPC
While both can drive traffic to your business, you need to consider what strategy best fits your goals. An Ayima post on integrating SEO and PPC notes that the biggest difference between these strategies is the way they are used in getting customers to click. In SEO, it tends to include longer-tail informational terms like “how to do this” and relies on organic search, so it takes time to get results, but its clicks are free. On the other hand, PPC focuses on commercial keywords like “buy this,” drawing immediate attention and can be a function that is turned on or off. However, your business will be charged with every ad click, whether you make a successful transaction or not. There is no overall better strategy and you should focus on what your business can afford in terms of money and time.
How can SEO and PPC boost your online business?
Like other marketing strategies, most online businesses use a mix of SEO and PPC to boost their brand awareness. Both methods highlight the importance of researching keywords relevant to your business, as these will both target your customers organically and through paid ads. Given keyword importance, it’s well worth it for businesses to invest in online marketing tools that can aid in campaigns. Popular tools such as SEMrush, Google Analytics, and Ahrefs not only give insight into the best keywords but also help you see what strategies work better for you, allowing you to adjust your approach and maximize your growth. Through SEO and PPC practices, you can improve your search engine results pages (SERP), drive traffic, and boost sales. For more insights to improve your business or career, visit our Blog for more entrepreneurial information.
