SEO is a digital marketing technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query made by a user. It thus enables you to get traffic from search engines.
Difference between SEO and PPC
1. Time: SEO is long term, It takes time to see organic results where as in PPC after setup, results are almost instant.
2. Effort: SEO requires ongoing optimization where as PPC requires management to ensure budget is properly allocated.
3. Long Lasting: In SEO, the results continue to exist and not easy to diminish even after work stops whereas in PPC, once the budget is finished, so does traffic and results.
It is essential to know how search engines work before one starts to learn SEO:
Crawling: It is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. The bot starts by fetching a few web pages and then follows the links on those web pages to find new URLs.
Indexing: Search engines process and store information they find in an index, a massive database of all the content they’ve discovered and deemed good enough to serve up to searchers.
Ranking: When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that the site is to the query.
Billions of searches a day happen on Search Engines. On Google alone, there are 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
The higher a website ranks for keywords, the more traffic you will receive. The #1 position in Google on average has a 27.5% Click Through Rate.
The more keywords your website ranks for and the higher they rank, the more often your brand is visible to potential customers.
Websites that appear higher in the search results are viewed as more trustworthy and credible. 98% of all searchers choose a business that is listed on Page 1 of the results. That’s because people feel like the sites at the top are the best.
Advertising costs high and may also give a reasonable return on investment, but the SEO ROI is much higher than the existing ones. As it allows you to market to people when they are looking for the products and services your business provides.
SEO is Long Term
When you invest in SEO, you are doing so knowing that the payoff of the efforts usually won’t happen for 6-9 months. However, once the efforts start being realized you benefit from free traffic for the foreseeable future.
With all that mentioned above would like to conclude that of course every action and tool has its negative and positive benefits and so does SEO. It is no different in the sense that it takes hard work and failed attempts to get everything going correctly.
However, if you have access to a team of SEO Experts under the guidance of an SEO Consultant you get it right from day one and then your brand or business is sure to have positive results.