What's the Difference Between Paid Search and Search Engine Optimization?

With all the advances in online marketing over the last few years, it's easy to be confused about the differences between Paid Search Advertising and Search Engine Optimization (SEO).

In short, Paid Search Marketing employs very targeted online advertising on search engines. This is often referred to as "Pay-Per-Click" marketing or "PPC". Paid Search utilizes targeted keywords, identifying and understanding a target audience, frequent testing and optimization, understanding target audience demographics, and solid ad-writing skills. Paid Search can also directly measure the ROI of a campaign and components of a campaign all the way through to conversion of the leads that are generated.

SEO, on the other hand, relates to search engine submission and the utilization of keywords in an attempt to get picked up by as many relevant search engines as possible. While Paid Search is a pro-active marketing form, SEO is a passive marketing form that relies on understanding the intricacies and foibles of the various search engines.

Most providers of these services specialize in one service or the other due to the intricacies they each possess. Each approach can live in unison with the other although Paid Search offers a lead generation solution where all efforts can be directly measured and tracked to the campaign's ROI.



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