What is Pay Per Click in SEO

Search engines use algorithms that identify what order the results are in search results. Each search engine takes numerous factors into consideration, known as ranking factors, to determine where your web page or website is placed. The aim is to make your way to the first page of results. This process can take months to achieve. 

With an effective SEO strategy, you create high quality content for your web pages that are optimised using your chosen keywords. 

What Search Engines Should I Focus on?

The majority of SEO strategies focus on Google, as it is the market leader for search engines in the world with more than ninety two percent of the market share. As a result, it's a good idea, if you intend handling your own campaign, that you become familiar with the two hundred ranking factors used by Google, along with technical SEO, high quality content creation, back link building, and more.

SEO Benefits

SEO offers a number of benefits for businesses of all sizes, including:

• Cost Effective
• Target your audience based on their purchasing stage
• Search traffic is stable
• Build brand authority
• Boost brand visibility

SEO Disadvantages

SEO does have a few disadvantages you need to be aware of, including:

• Search engine algorithms are constantly changing
• Your website will need to be optimised on a regular basis
• It can take months before you see results
• Your campaign will require skills and experience
• It is time consuming and requires regular monitoring

What is Pay Per Click?

Pay per Click, known as PPC advertising, is search engine marketing (SEM), where an advertiser pays Google or Facebook when a user clicks on their advert. This enables you to only pay when a potential customer interacts with your advert. PPC is used to attract buyers that are already actively searching for a product or service and are ready to convert.

PPC adverts appear next to the organic results in SERPs. They are often used for specific marketing campaigns with a start and end date. How much you pay for PPC is determined by the search volume of the keyword you are targeting, along with your industry. It helps your business stay competitive, ensuring you get in front of your consumers quickly.

PPC Benefits

PPC provides a number of excellent benefits, including:

• PPC offers almost immediate results
• Your adverts appear before the organic results
• You can target your specific audience
• You can run tests on your adverts

PPC Disadvantages

The downsides to pay per click advertising includes:

• They can work out expensive depending on your industry
• You secure a lower profit margin
• Your adverts need to be regularly updated

Conclusion

Often businesses opt both SEO and PPC as part of their digital marketing campaign. While their SEO strategy starts to take off and their ranking slowly improves, the PPC adverts drive traffic to their website. Remember SEO provides long lasting results, while PPC is a short term solution that only lasts as long as you pay for results.