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[Infographic] PPC vs. Organic Search
Posted by Sarah Mills

In a world of meta descriptions, search engine results and long tail keywords, how do you choose the best way to optimise your online marketing? Organic search versus pay per click advertising is something you need to consider.

The digital space is fast moving, and as major digital organisations like Google monetise on the importance of appearing first in search results, the options for brands become more extensive. In our inbound marketing terminology post we hit on some key terms you need to know, but our infographic digs into two key elements for strategic online presence: SEO and PPC. Sound too jargony? Don’t fear. One of the key concerns we hear from clients is around organic search (which works with search engine optimisation, or SEO) and how it compares to and works with pay per click (PPC).

Here’s everything you need to know about PPC and SEO and how they match up

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ORGANIC

Appear close to the top of the search engine results page

Organic search results are more credible and trustworthy

It takes time to earn your position on the page

Build up long tail keywords to increase your ranking. This won’t happen overnight

Ranking factors:

  1. Content relevance
  2. Inbound links
  3. Content quality
  4. User engagement

Myth buster: More and heavy content is better for SEO. Wrong! Focus on producing high quality content as opposed to streams of mediocre content

Did you know: 89% of customers begin their buying process on a search engine

70% of the links users click on in searches are organic

PPC (Pay Per Click)

Pay for a search engine result space close to the top (position not guaranteed)

Due to the nature of targeting, this method is traditionally more for the hard sell (ie. “Call here”) - watch this space (moving away from the hard sell)

Your page position is quick and (almost) instantaneous

Pay for targeted keywords and phrases. The more popular they are, the more expensive they’ll be. You’ll bid for these keywords at a certain position, but you won’t always get it

Effective keywords should be:

  1. Relevant
  2. Exhaustive (long tail keywords)
  3. Expansive - constantly refine them

When PPC works correctly, “the fee is trivial” - Wordstream

USA spending on paid search and organic optimisation will be roughly R675 Billion by 2019

The trick is to marry organic search and PPC

The higher your click through rate (CTR), the lower your cost per click (CPC)

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