“High performing marketing is dictated by how well you connect with your audience. Focus on Connection!” – Stacey Kehoe
The practicalities of the Fourth Industrial Revolution are currently being adopted by the global community. According to Wikipedia.com, the latest worldwide statistics (2017) show that there were 7.4 billion people in the world. And, 48% of this tranche have access to the Internet.
Additionally, it’s vital to note that the mobile device platform is used as a primary Internet-access methodology. TechJury.net notes that “In January 2018 data, the global mobile population amounted to 3.7 billion unique users.” Thus, when comparing these two figures, it is reasonable to assume that most people who access the World Wide Web do so via one of more mobile device such as a smartphone or tablet.
The difference between a PPC and SEO agency
At this juncture, it’s easy to ask what these statistics have to do with the discourse around a PPC agency vs an SEO agency.
The succinct answer to this question is as follows:
Before deciding between these two agencies, it’s vital to be cognisant of the fact that mobile traffic forms a primary part of all Internet traffic to your brand’s website. Thus, any agency that disregards this important point should be avoided at all costs.
The next question that must be asked and answered is: What is the difference between a PPC agency and an SEO agency? And, which agency should you partner with to improve your sales figures?
The fundamental difference between these two agencies is that the Search Engine Optimisation (SEO) model drives organic traffic to a brand’s web presence. The quintessential definition of organic traffic is that it is free, not paid for.
On the other hand, Pay-Per-Click (PPC ) is paid for traffic. Every time a user clicks on a brand’s PPC link, the brand owner needs to pay the PPC agency a certain amount.
SEO versus PPC
Both agency-types form part of the umbrella Search Engine Marketing (SEM) business model. Thus, it is acceptable to conclude that there is a need to use both digital marketing types to drive traffic to the brand’s online presence.
It is also important to note that any brand’s aim should be to rank in the top 3-pack (or top three positions) on the Search Engine Results Page (SERP). Therefore, the aim of the SEO marketing effort should be to push the brand up into the first three places on the SERP.
PPC marketing produces a slightly different result in that a link to the brand’s website sits above the SERP’s first organically-ranked result. The consequences of this action is that the brand is highlighted immediately; thus, the PPC cost is mitigated.
It is virtually impossible to determine whether a PPC agency or an SEO agency is better without looking at each brand’s marketing outcomes. However, it is equally important to note that all brands will ultimately use a combination of both marketing strategies.