Everyone wants to be on the top of the Google Search Results when someone is looking for businesses similar to theirs. Yet, there are still a lot of misconceptions and mystery when it comes to SEO and PPC. Back in the early years of the internet there were SEO tricks you could use to enhance your ranking fast. Now, in 2019, this is not the case. Google and other search engines have outsmarted us. Their algorithms are constantly learning, updating, and changing, Google’s latest update BERT is focused on understanding the intent behind search quires and not just the keywords included. On the bright side, now if you want Google to think your website is worth showing, you have to actually be a VALUABLE site for your users. Let’s dig into SEO, PPC and how you can use them in you digital marketing strategy.
What is SEO
SEO stands for search engine optimization. What this means is you follow general guidelines to help your website be easily found on search engines. When someone types “pizza near me” into Google you want your local pizza shop to show up in the results. Search engine optimization work is usually broken down into 3 categories: On-page SEO, off-page SEO and technical SEO.
On-Page SEO deals with the content that is on your website. Things that help the search engines understand what your website is about. Google reads the titles, headings, and other copy on your site and then tries to match it to people looking for those things. This type of SEO work can include things like keyword research, content creation, optimizing headings and titles, etc.
Technical SEO sometimes gets lumped in with on-page SEO because it is still referring to your website. However, if you want to separate them out, technical SEO relates to non-content elements of your site. These can include, site speed, mobile optimization, crawlability, indexing, site structure, security, alt text, etc. All which are important, not only because google cares about them, but because they will improve user experience.
Off-Page SEO strengthens the relationships your website has with other websites. In the past SEO strategies may have included getting as many backlinks as possible. Search engines have wised up to this. Long gone are the day of trying to trick Google into thinking your site is better than it is. However, quality backlinks from relevant sites do increase the credibility and the influence of your site.
What is PPC
PPC stands for Pay-Per-Click, it is referring to digital ads where the advertiser pays for every click, they get on that ad. A common example of PPC is google ads, but social media ads, and other search engine ads can also be under the category of PPC. I’m sure you have seen multiple PPC ads already today. From that sponsored post on your Facebook page, to the top results when you Googled “best stuffing recipe” they are everywhere.
Which one is better?
As you may suspect, one isn’t necessarily better than the other. Both SEO and PPC ads should be incorporated into a full digital marketing strategy. While ideally your site would rank number 1 for every keyword you relate to, that is not the reality. Competition for keywords is fierce and while SEO can increase your organic search traffic, it is not a magic solution. PPC lets you show up for keywords that have too much competition to rank for as well as gets you in front of new customers that may not even be searching for you yet.
Do they affect each other?
Not directly. It is a common misconception that if you pay for google ads, google will like you more and it will increase your SEO. Google has said this is not true. Paying for ads will not affect your organic search ranking.
How can Sierra Help?
Sierra Experts now offers digital marketing services! In fact, the blog your reading right now was written by one of our marketing specialists. Whether you’re looking for SEO, PPC or both we would be happy to help. Learn more about our Digital Marketing Services here. Then send us an email at firstname.lastname@example.org give us a call at 412.722.0707to get started.