Since most people spend their time online, online marketing is now used by businesses, no matter how big or small, to promote their products or services on the web. Of course, these businesses have to know how to practise targeted marketing for definite results.
There are different ways to increase a company’s presence or visibility on the Internet. Some of these ways include social media management, content marketing and bringing more traffic to your website through search engines. There are two ways to make your website appear in search results – PPC and Organic results.
The Pay-per-Click system is a form of search engine advertising where the advertiser gains website traffic through paid advertisements, rather than earning the clicks organically (this will be discussed later). These advertisements or links are usually displayed at the top of the search results. They could also appear as a banner on related web pages.
Google doesn’t just post paid advertisements. They choose advertisements that are relevant to the searched keywords. They also do not just post banners on web pages that are not really related to the theme of the web page itself. Therefore, the appearance of the advertisement depends on the type of product the user is searching for.
How it Works
This system will be effective once the user has clicked on the paid advertisement. Google usually charges for these advertisements, depending on the number of clicks. There are other occasions when advertisers can choose to pay Google a certain amount for their advertisements to be visible for a specific period of time (days, weeks or months).
Types of PPC
There two types of PPC platform – AdWords and AdSense.
This type of PPC is usually seen in search engine results. If you see a symbol like this in the search engine results, then it’s AdWords.
This type of PPC deals with web page publishers (think of them as the middlemen of the links). Instead of search engines, the advertisements will appear on certain web pages that are mainly related to the industry of that particular advertisement.
Just like PPC, the main goal of Organic Search Engine Optimisation is to increase traffic to a website. The only difference is that it will happen by improving the website’s ranking in search engine results. From a marketing point of view, there is a bigger possibility that the website will gain more traffic if the website is on the first page of the search engine results.
How it Works
In organic SEO, Google determines the ranking of a certain website based on its relevance to the searched keywords and whether the online users find the website helpful. The ways to achieve this include the use of keywords (and keyword analysis) in the web content, back linking, improving link popularity through networks and high-quality content generation.
Two Types of SEO
There are two types of SEO – on-page and off-page SEO.
• On page SEO
This type of SEO refers to developing the domain website. These developments include web design, user interface, relevant content, etc.
• Off-page SEO
This type of SEO refers to the strategies businesses use to improve the ranking outside their domain website. Some of these strategies include the process of directing links to your website through content generation or profiling.
PPC is costlier than organic SEO but the former can give you actual results, especially if you bid higher than your competitors for certain keywords. Although organic SEO could be done independently, employing SEO services for the technicalities can make things easier for you. This is where the cost of organic search comes in. The rates for SEO services vary depending on the company you choose.
Both strategies are qualified to yield positive results. The only difference is that PPC will deliver these results quicker because it is paid for. Organic SEO will require a little more patience due to the presence of competitors.
PPC and organic SEO clearly have the same goal – to make companies and organisations more visible online. It is now up to you to choose the strategy that will better suit your requirements. However, it is well worth using both approaches in tandem for maximum effect.