Pay Per Click (PPC) and Search Engine Optimisation (SEO) are two things that you might have heard about but you don’t really know what they are all about. However, the two strategies are designed to help you reach your target audience and increase your reach while also enhancing conversion rates but they both work in different ways. As a result, if you adopt one or both of these strategies and ensure they are implemented correctly then you are going to see an increase in traffic and sales. They are both extremely valuable and as an SEO agency Lincolnshire, we have seen many businesses achieve impressive results.

PPC

PPC is a form of advertising and so, advertisers pay each time a user clicks on an online ad. There are many different forms of PPC ads but the most common is the paid search ad. When users search for something online, the ads will appear and they are commonly used in a commercial sense when users are looking to purchase something. This could range from finding a local restaurant or dentist to searching for software. All of these searches will result in PPC ads being displayed.

When utilising a PPC strategy, a business will only have to pay for any ads that they are running when a user clicks on the ad and this is where the name of this strategy derives from. 

For ads to appear in the results when a user carries out a search, ads are subject to an Ad Auction which is a process that is undertaken by the likes of Google. This works by determining the relevance of advertisements and their validity before displaying them in front of users.

SEO

SEO is focused on running campaigns and employing the correct strategies that help businesses to rank better with search engines. As a result, there are several aspects to it and this can include improving content with keywords, link building and improving website design. 

So, this will involve making changes to your website by way of ensuring it is more attractive to search engines. Google has intricate algorithms that trawl websites and ensure that they meet the requirements of users and search engines. SEO can be complex because of the many different factors that can impact your ranking. 

SEO will include content marketing, on-page SEO and off-page SEO all of which can work to improve ranking and overall reach of your website. 

If you are a new business, then PPC is a great way of getting quick results in the short term. As a result, if you spend money on a campaign then you will see an increase in visitors, leads and conversations but it can become less cost-effective if you are trying to create an online presence for your business. Although highly effective, once you stop spending money on PPC campaigns, your business will not gain the same traction online as it once was. 

Despite this, SEO services Lincolnshire will ensure that your website can gain more momentum and make more of an impact in the long-term. This is the best solution if you want to engage with your audience and continue to be ranked high with search engines. 

For more information on PPC and SEO, why not get in touch with us? We are more than happy to discuss your options and what will work best for your business.

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