A Quick Guide to Pay Per Click vs Search Engine Optimisation

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A Quick Guide to Pay Per Click vs Search Engine Optimisation

As a business owner, should you be spending your advertising budget on Search Engine Optimisation (SEO) or Pay Per Click (PPC) advertising? In order to improve your brand visibility and drive quality traffic to your website, you need a strong digital marketing campaign that includes numerous tactics. The most common marketing tactics are pay per click and search engine optimisation.

It is important to fully understand the difference between PPC and SEO, ensuring you put the right digital marketing strategy in place that will benefit your brand. 

What is Pay Per Click (PPC) Advertising?

Pay per click advertising is when your advert appears at the top of search engine results pages. You pay when someone clicks on the link, directing them to your landing page. While your advert does appear at the top of the page, it has a “sponsored ad” tag next to it, showing users that you have paid for the advert.

A Quick Guide to Pay Per Click vs Search Engine Optimisation
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Pay per click advertising works on keywords. These are the words your audience uses when searching for products or services you provide. Some industries are more competitive than others, often many companies will all be focusing on the same keywords, so your advert will not appear every time, unless you have a high quality score and a high maximum bid.

Google runs an auction for search queries. This is held behind the scenes, taking only milliseconds to complete. The auction focuses on the relevancy of the advert, the quality score, and the maximum bid. It's important to note that you will not pay your maximum bid for every click, it all depends on how many adverts are in the auction with you.

Pay Per Click Advantages

Pay per click advertising offers a number of benefits, including:

Pay Per Click Disadvantages

Pay per click does have a few disadvantages, you need to be aware of, including:

What is Search Engine Optimisation (SEO)?

Search engine optimisation (SEO) is a process where you optimise your website to boost your ranking in search engine results pages. It is considered one of the most important digital marketing strategies.

SEO can be separated into on-page and off-page optimisation. On-page optimisation is everything to do with your website. This includes publishing high quality content using researched and analysed keywords, speeding up your web pages, making your website user-friendly, and optimising your titles, meta data, and more.

Off-page SEO, on the other hand, are the steps taken to improving ranking off your site, this can be creating a strong back link strategy, guest blogging, and more. 

Search Engine Optimisation Advantages

Search engine optimisation is a must for businesses of all sizes, in any industry. It offers numerous benefits, including:

Search Engine Optimisation Disadvantages

Search engine optimisation, while the most popular digital marketing technique, does have it's disadvantages, including:

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