| SEO and PPC are the commonly accepted abbreviations used to refer to search engine optimization and pay per click marketing respectively. Both processes are performed with the same goal in mind, and that is generating traffic to your website. However, there are significant differences in the approach taken by each method.
Search Engine Optimization (SEO)
With SEO, the objective is to ensure that your website has relevant keyword rich content for your target customer, and that it is presented in a way that makes it easily seen and read by the search engine spiders. When this is done properly, you can expect that your website will be at the top of the search engine results, which in turn will result in more traffic to your website.
Local search submission is the process whereby your company website is submitted to be shown when consumers search for companies in their local areas. For example, if a consumer searched for "Ford Explorer for sale", this would result in companies selling Ford Explorers anywhere, however if the search was "Ford Explorer for sale Orlando," companies in the local area would show in the search results. If you have a physical business location, it is a very good idea to submit your website for local search inclusion.
Pay Per Click Advertising (PPC)
Pay per click marketing is a form of online marketing whereby we place carefully worded and targeted online ads on the internet with the objective of attracting interested consumers to visit your company website and purchase your product or service. These ads are primarily shown right along side, or on top of the Google and Yahoo search results as Sponsored Links. They are called Sponsored Links because you actually pay for placement and ranking of your ad thru a bidding process. Your company is charged only when a searcher clicks on your ad and visits your website. Just like the web page optimization process, pay per click advertising is based upon targeting specific keywords related to your product or service. The major advantage of pay per click marketing as is that you can begin to get website visitors very quickly. The major disadvantage of pay per click marketing is that costs can begin to increase significantly if the keywords you are targeting have very competitive bidding, which will lead to you having to pay more for each ad if you want to maintain your current ranking.