SEO and PPC both deliver the same ultimate result: higher visibility in Google searches. But they require a different skillset and approach.
SEO involves a complicated long-term strategy that includes content marketing and link building, while PPC employs daily bidding and more data analysis.Search engine optimization is competitive and can take a long time to pay off, but the results make it well worth the effort. In comparison to PPC, SEO provides a few unique benefits:
- The traffic is free (although achieving rankings generally isn’t)
- It lasts longer
- Organic results get more clicks
While SEO should be treated as an essential part of any online marketing strategy, PPC is often just as important to gaining visibility and traffic.
- You achieve faster visibility
- You have more targeting options
- You have more options for how you show up
SEO and PPC are two valuable tactics that will both go further when your teams make a point of working together. By developing a shared strategy and sharing research and analytics, you’ll get better all-around results from search marketing.
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