What is the difference between SEO and PPC? – #asktheukdomain
♪ [music] ♪ Hello, and welcome to The UK
Domain. Today’s question comes from Adam at Silverbees.net. And he asks,
“What’s the difference between SEO and PPC?” So first, I’m going to explain
what SEO and PPC actually stand for. SEO stands for search engine optimisation.
So this is a set of practices that you can take on to improve how you appear on the
search engines. And then pay-per-click is very similar to that but it’s basically
paying to appear on the search engines. So I’ll start off by explaining a bit
about search engine optimisation and the benefits. So essentially,
it’s free traffic so you’re not actually paying every time somebody clicks on your
ad. It does take quite a lot of time obviously to set up and you may need
some help from a freelancer or agency, so that’s why it could actually cost you a
bit of money. But it’s evergreen content. So any time and effort you put in now
could continue to help you out in years to come, so you could still be getting
traffic without having to pay any extra. You’re also likely to get very relevant
users. So Google is very good at understanding what somebody searched
for and then grouping that search to some content that’s relevant. So if somebody
does land on your website, it’s likely that they’re very, very relevant visitors.
Some of the disadvantages are, it can be very time consuming, it
requires a lot of knowledge as well so it might need the help from an expert,
and there are actually no guarantees. So if somebody tells you that they
guarantee you to number one in Google, you shouldn’t really listen to them
because nobody can guarantee that. Moving on to pay-per-click. So this
includes search within Google Search but also the Google Display Network
as well. So the Google Display Network is basically lots and lots of different
websites who have agreed to include ads on their websites, and you can decide the
kind of topics that you want to include your ads in. So the benefits
of pay-per-click is that you have a lot more control over the ads that are
appearing. So you can decide on the ad copy, like the title, the description,
or even the image if you’re in the Google Display Network. The more you pay the
higher up you’re going to appear is technically how it works.
You’ve got a very clear return on investment as well. So you
know that if you’ve set a goal which is somebody is going to sign
up for a credit card and you know that you’ve spent four pounds to get them
into your website and they convert, that gives you a very clear idea of how
much it cost you to get your conversion. You can also look at lots of data.
So how many people actually clicked on the ad, how many impressions you got,
which is how many people technically saw your ad even if they didn’t click
on it. And then the click-through rate. So if they did see your ad,
how many of them actually went on to click it? Some of the disadvantages
are it can be very, very expensive particularly in certain industries.
Also you need constant maintenance. So you need to keep tweaking the account
making sure that you’re not paying for any ads or any keywords that aren’t relevant
to your website. It can also be harder to target lower search volume keywords
because Google just decides that it won’t show them because there aren’t enough
people searching for that term, and it can be very competitive.
But ideally, it’s great if you’re appearing in both SEO and PPC.
So I hope that answers your question. Thank you. ♪ [music] ♪