Well, PPC stands for pay per click, while SEO stands for search engine optimisation.
Generally in a search engine marketing (SEM) campaign search engine results are categorised into:
PPC advertisements; and
As a general rule it is estimated that 70% of internet traffic click on organic SEO results. In comparison, only 30% of traffic clicks on PPC results.
PPC is an advertising model that directs internet traffic to linked websites or products. Advertisers then pay Google, Bing, Yahoo or a website owner every time the ad is clicked. Advertisers bid on keywords related with the advertisements. This allows them to achieve a higher spot on search engine result pages.
Meanwhile, SEO is a process where websites and webpages are made more visible in search engine results by unpaid means. This means that websites achieve a higher spot in search engine results by using unpaid keywords.
How Are They Different?
One of the key differences is the price. There may be a beginning fee or an on-going fee for either the SEO or PPC professionals who create the campaign for your business. PPC will have an on-going fee for every click or visitor. With SEO, there is no fee for clicks or visitors.
PPC are displayed on the right side or at the top of webpages as ‘Sponsored Links’. SEO search results will be found on search engine result pages (SERPs). Organic search results include all keywords and webpages related to the search quarry.
PPC is based on paying for higher positions on SERPs. If you do not hold a high position on SERPs, people may find your site unreliable, causing the number of clicks you will receive to dwindle. The more money you invest in PPC, the higher your position will be. The higher position you have, the higher the number of clicks you will receive. Organic SEO is found to be more trustworthy by the public than that of PPC. SEO is not paid for, and it relies on certain pages and keywords.
What is the Bottom Line?
When put together, PPC and SEO are highly effective tools for a SEM campaign. However, SEO is a more cost-effective plan in the long run. SEO is often found more reliable than PPC, and it has been proven to generate higher numbers of clicks than PPC.