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SEO Vs PPC- What's The Difference

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Our customers often ask what the difference is between SEO and PPC? With this in mind, we wanted to share with you some of the differences…

SEO and PPC are both forms of Search Engine Marketing (SEM). SEM is a form of internet marketing that involves increasing a websites’ visibility in search engine results. This type of marketing not only improves awareness of your product and service but can also increase enquiries.

SEO (Search Engine Optimisation) is the process of improving a number of elements on your website, with the goal of improving your organic rankings. SEO includes increasing keyword density, improving page tags, page names, page titles and meta descriptions along with increasing and improving page content.

SEO focuses on improving your rankings in the organic search. Once you are ranking well for a certain keyword or phrase, your product or service will be associated with that search, which in turn can lead to more enquiries which could result in more sales. Additionally, it can help increase your credibility and trust within your chosen sector.

Visibility in the organic search, however, is not quick or easy. Organic traffic can be slow and simply adding more relevant content or updating page titles, isn’t going to bring an immediate rise in traffic. It can often take a long amount of time to even notice results and relies heavily on many factors that are out of your control.

Although many companies out there promise they can get you to the top of the search with ease, there are no shortcuts when it comes to SEO. All focus of SEO involve a tremendous amount of work, patience and doesn’t always achieve the expected results.

PPC (Pay-Per-Click Advertising) on the other hand, is a series of adverts that appear predominantly at the top of a Google Search. You only pay when someone clicks on your advert.

Paid search dominates the organic search and with typically 3 or 4 ads at the top of any search, users are more likely to click on these adverts rather than the organic listings; this is particularly useful if you have just launched a website.

When publishing a new website, it can take a long time for Google to index a site and show up in the organic rankings. PPC is a great way to kick start your online marketing efforts with immediate traffic.

A PPC campaign can be set up within the day and once set up, delivers results fast. PPC can increase your exposure for a range of targeted terms and as a result, yields much quicker results compared to SEO. 

PPC is both trackable and measurable. Monitoring campaigns performance through Google AdWords and Analytics can help you make informed marketing decisions to reach your desired audience. The data that you can gain from a PPC campaign is invaluable in accessing your target audience and unlike advertising in a local directory or on a billboard, you can see clearly what you have spent your budget on and precisely which aspects of the campaign are performing the best.

This includes:

  • Which keywords or phrases bring traffic to your website
  • Which adverts work best to draw users to click
  • Exactly what search terms your target audience are typing into Google
  • What day and times of day your audience is searching for your product or service

All of the above can help you make an informed choice on the type of information you put on your webpages to generate enquiries.

There are a range of advert extensions which increase your ‘real estate’ or prominence within the search, which can include your phone number, unique selling points, sitelinks and more. Increasing the space your advert takes up on the search, increases the likelihood of your audience clicking through to your website.


In summary, PPC is far more effective at driving trackable results compared to SEO.

With PPC, you have far more control to reach your desired audience. Organic rankings achieved by SEO are based on the relevance of the page to the keyword or phrase searched. Essentially you have no control of what triggers your website to display via a search but with PPC, you can bid on particular keywords or phrases which can instantly improve your position/prominence on search results.

PPC adverts show up before the organic rankings and naturally a website that is ranked higher on Google search is far more likely to get more clicks- which is why PPC is a natural choice for anyone who is serious about marketing their business online.

If you would like any more information on PPC, We'd love to discuss PPC with you. Please feel free to give us a call to speak to our Nottingham based Pay-Per-Click specialists. Call today on 01159 722 050


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