In today’s world, the internet is the biggest market place under the sky. Literally, everything can be found and purchased online. Some companies do their business strictly on the internet, but no company in the world doesn’t present their business on the internet. Both sellers and users of products and services search for what they need online – users to find what they need and sellers to find buyers for what they are offering. Websites are created as the best marketing tool there is. But advertising products on your web site is not enough. Some tools can help both groups find what they are looking for much faster and more efficiently. The most successful tools are SEO and PPC.
How do search engines work?
Search engines are the most helpful tools for internet users. If you are looking for something on the internet, you will use search engines to find that. You will type words that explain the product or service or information you are looking for the best. A search engine will use your words to find content on the web related to your search. Words you use are called keywords, and search engines use those to detect all sites that have content relevant for your search. Since there are many web sites to browse, search engines look for those sites that match the best keywords. The sites that have such content are shown on top of search results, and they attract most customers.
What is SEO, and how does it work?
SEO is a tool that helps a website gain better rankings on major search engines. A web site can be looked upon as commercial. A good commercial does not just say: this is the product, it is used for that, buy it. Good commercial tries to attract potential buyers by using the best tools to explain how the product is different from similar products, why you need that particular product, what you will gain by getting it, and how it works. At the end of the commercial, the buyer has a feeling that he or she knows everything relevant to the product and is aware of why it is worth spending money. SEO acts as a director of a great commercial. Search engine optimization helps the web site become interesting for a group of customers it appeals to. This means that the site can be optimized to be shown in top search results for that product or service. This is done by changing content to look more reliable, more available, and more trustworthy.
There must be a good strategy of how the content of a site will look – with plenty of information, relevant links, good web design, frequent adding of new content, making the search of the site easy and clear, making traffic and loading of content faster, and so much more. A good SEO will help a site become more visible and top-ranked on free or organic search results.
What is PPC, and how does it work?
PPC means Pay Per Click. Pay-per-click has the same role as SEO, and that is to attract customers to your site, except PPC is not free. PPC means that there are paid advertisements on search engines that will lead customers to sites advertised by them. They are displayed on a search engine and also use keywords as guidance for search engines. But these advertisements are only paid by the advertiser when a customer clicks on them (and is directed to a site in question). Pay-per-click ads usually cost very little, and they have an enormous impact on website traffic. They are displayed when keywords are entered. PPC can provide good attendance to the web site and help a product or a service be more visible. Still, the price you pay for PPC can vary from very cheap to more expensive, depending on which keywords you use. Competition on the internet is enormous, and some keywords are more frequently used. Those keywords cost more if you want your website to appear in the top search results.
How do SEO and PPC work together?
Even though it sounds that SEO and PPC do the same work but in different ways and one is free while the other is paid for, they don’t cancel each other. They can do wonders when paired on a job to boost web site visits. You may be asking yourself, “why pay for something you can get for free?” the answer is – you don’t. Even if SEO and PPC do the same thing, they are separate marketing tools, and each has a unique purpose. But when put together, they can help each other to do the best job for your needs. Both SEO and PPC use keywords. If you use different SEO and PPC keywords, people who are seeing your SEO search results don’t see your PPC, as key words do not point in the same direction. SEO is free, but SEO does need time to start doing its magic.
You must earn your spot in top search results. If you use PPC as well, it will begin to attract visitors to your site right away. PPC can help you work out SEO strategy the best way. PPC can show which keywords are most searched for so you can optimize the content of your web site to match that. Using SEO and PPC simultaneously helps better visibility on the search engine’s results. The top three spots on search engine results are usually PPC. If SEO brings your site to top visibility for organic searches, that means that the site is dominating both free and paid search results. Remember, organic search results and paid ads are not the same. Most search engines display paid ads in different fields than organic ones, and that is why search engine optimization and pay per click work so well together.
The business of today is not the same as it was only ten years ago. New technologies and shifting the focus of marketing to the internet demand new ways of attracting customers.
SEO and PPC are modern business tools, and using them together can give the best possible results.