SEO and PPC campaigns can be very difficult to understand even if you’re an expert on the subject. I will try to make this a little more digestible by breaking it down one topic at a time.

The way SEO works

Search Engine Optimization is the process of improving the quality or volume of internet traffic to a web site from search engines (Google, Yahoo, Ask, etc.). When you use a search engine to locate a topic you’ll see that there are about 10 websites that come up on the first page. You might also note that you’re more likely to click on and find the information you’re looking for on the first page. These first 10 spots are extremely difficult to get to unless you have a very pronounced web presence. Typically the higher the result on the page, the more clicks the website gets. The goal of a SEO campaign is to get the client’s website on the first page of a search engine in the highest ranking.

An SEO campaign can get a client a higher ranking on the page by creating a network of content that will point back to the client’s website. What kind of content you may ask? It can be anything from articles to videos to images that all have something to do with the client’s product. This gives the website web presence.

How is PPC different?

A Pay Per Click ad is an ad that a client pays for on a search engine to get the ad on the first page. The ad will not be organically ranked among the first 10 results rather it is placed on the top or side of the page. These are paid for ad’s that client’s hope to get the most traffic from without having to create content, video’s, images, etc. (like you would do with SEO). This kind of campaign might get immediate attention (since it’s on the first page) but you’re paying a fee every single time a user clicks on your link. This can potentially drain your advertising budget very quickly.

AK