There are many marketing agencies in the UK now but how SEO and PPC work in Google is still very confusing to many business owners. Helped by seo cheshire companies we’ve put together this post which will hopefully serve as a helpful bit of insight in the world of SEO and PPC in Google Search.
Many business owners seem to think that ranking within Google’s search results organically is paid just as their AdWords ads are paid above and beside normal listings. We can reveal that this is in-fact false and organic listings are controlled by hundreds of different ‘secret’ signals that help Google to understand a site’s relevance. AdWords is paid, however, and can be switched on and off instantly.
Google Search Marketing Explained
Google as a Search Engine provide great results for BILLIONS, yes BILLIONS, of searches every single day. 365 days a year. That’s A LOT of results that need showing with 10 per page and more beyond.
But how do Google work out how to organise their organic results?
Google use hundreds of what they call ranking signals which help them to understand what a website is about and how other sites on the internet perceive it. This is known as SEO, or Search Engine Optimisation.
Links from other websites act as a ‘vote’ for the site receiving the link and Google use a very advanced algorithm that works out the value and authenticity of a link before deciding the value that is passed via that link to the receiving website – this helps rankings to improve for various keywords.
So each website is given a vote by Google after all things are considered.
And how do Google work out how to organise their paid results?
Again, great question.
Google again use many different signals to work out the worthy position of a paid position, that’s even before the pay per click cost is worked out from the advertiser marketplace. Confusing, right?
Cost per clicks are worked out via a bidding system from all advertisers who are bidding on the same keywords, but beyond this ad text, copy, URLs and landing pages are all used to work out quality scores – this works much like SEO. Does the ad relate to the landing page? How much?
SEO vs. PPC in Google
There’s no straightforward answer to this one, unfortunately, and any answer you receive is likely to be biased depending on the profession of that person in question. For example if you were to ask me, I’d say PPC is most definitely the best because I work at a pay per click management company in Liverpool.
Ask someone from the agency next door to us, however, and you’ll get the exact opposite answer from them since they’re operating a search engine optimisation agency rather than pay per click.
So what is the answer then? Here’s my take on things…
SEO is a long-term marketing channel that should be used by everybody in general. Organic traffic has been proven to be of the highest quality, even more so than paid traffic, which is strange.
PPC, on the other hand, is a shorter-term marketing channel that can provide an instant ROI should the account and ads be set-up properly. An AdWords campaign can be switched on and off like a light switch which makes it a favourite among many business owners. It can also aid SEO to increase visibility.
To summarise, they’re both fantastic!