SEO and PPC are widely used tools in digital marketing for various purposes, such as generating website traffic or conversions, attracting customers and gaining brand awareness. Each has its objectives and in this article we will teach you the differences between SEO and PPC, and when it is convenient to use these tools to boost your brand or company.
SEO – Search Engine Optimization
It is the most effective marketing strategy in terms of the organic positioning of your website, that is, it helps make it easier to appear on the first page of Google and search engines, when a user searches for content related to your brand or product.
SEO can be classified into two parts:
On-Page SEO: Here you have control, it is up to you to carry out and monitor the results, this feature represents the largest part of the strategy so everything is based on your planning and execution without worrying about external factors.
Off Page SEO: here you must implement your strategy with an external approach to it, since it encompasses factors that are not under your control such as backlinks (link that guides the user to the page of your website)
How to effectively implement SEO?
The better your strategies are, the greater your chances of ranking in search engines and making sales. Below we show you the steps to follow to be successful with your SEO strategy:
Keywords
You need to identify the keywords that your potential clients use. If you have a clear idea of who your target is, you probably know what their problems and needs are in order to offer them solutions . If not, we recommend that you make a list of the possible problems they may have, and from there, identify the words they would use. Based on this, you will know which keywords to use in the content of your website.
Valuable content
Create your content based on your service and the keywords you have identified, as they will serve as a guide for users when looking for solutions to their problems.
Use links
To give your website greater visibility, you need to use internal and external links so that users can begin to learn a little more about your services or products. Internal links direct users to different sections or categories of your site. External links help search engines consider your site to be a reliable place to consult.
Evaluate
Finally, evaluate the content you created and check its status in search engines. This will allow you to know how your SEO strategy is evolving and act quickly if it does not turn out as you expected.
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PPC – Pay Per Click
It is a payment tool that consists of sponsored links within web pages, search engines, social media platforms, entertainment services, among others, and is related to intrusive advertising, the advertiser pays for each click on the advertisement.
From an economic point of view, this tool is feasible, since you only have to pay for those who are well attracted by your messages until they click on them, then it is up to you to direct the user to a landing page that is attractive enough to convert them into a client.
How to implement PPC?
You need to know how to generate leads or conversions:
Lead
The most important thing is to direct traffic to a landing page that provides us with user data through forms, and to do this we must offer something in return.
Promote
To offer them something in return, you should include free, quality content such as tutorials, tips or advice on a specific topic of interest. You can also include promotions and discounts, this will be attractive enough to achieve conversion. You can send them information about your promotions via email.
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Differences between SEO and PPC
Pay-Per-Click (PPC) and Search Engine Optimization (SEO) are both effective strategies for driving traffic and conversions to your website. However, they differ significantly in their approach and execution.
Key Differences:
| Feature | PPC | SEO |
|---|---|---|
| Advertising Model | Paid advertising | Organic marketing |
| Search Results | Marked as “sponsored” or “ad” | Listed as organic search results |
| Cost | Can be costly, especially for competitive keywords | Typically more cost-effective in the long run |
| Traffic Duration | Stops when the campaign ends | Can continue to generate leads and sales over time |
When to use SEO in your digital strategy?
Before implementing any digital marketing strategy, you should ask yourself what goals you want to achieve with your brand or company.
SEO is the best option if your goal is to strengthen your brand in the long term, as it helps generate potential customers to achieve effective sales, the content is organic and that attracts a greater number of users. SEO tools require a lot of time to become effective, but once they are, the consequences will be permanent and satisfactory for your brand.
When to use PPC?
PPC is ideal when you are in the startup stage, that is, launching a product or service, as it is the fastest way to find customers and make them aware of what you offer, but this is only for the short term.
With PPC you have the opportunity to drive traffic immediately to your website, but this will not achieve brand positioning, so to implement it correctly and obtain the desired results you must take into account that it will only provide you with short-term benefits.
Conclusion:
The best approach for your business may involve a combination of PPC and SEO. By understanding the key differences and benefits of each strategy, you can make informed decisions about how to invest your marketing budget and achieve your online goals.
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