One major point of confusion has to do with what is Search Engine Optimization (SEO) versus Pay Per Click (PPC) and what their difference is.
Let us set the record straight once and for all:
Okay, what you see above is the result of a simple query on Google. What you see on the left hand-side (in the non-sponsored section) is the result of SEO, what you see on the right (where it says “Ads”) is the result of PPC. Got it?
SEO is the molding of your website to help it get ranked for specific terms relevant to what you are promoting/selling. You do not have to pay Google ANYTHING to be on the rankings.
On the flip side, PPC is where you are directly paying Google to advertise (your ad) on Google for relevant terms.
What you’ll find some marketing-consulting-QUACKS do is they try and confuse you as a business owner about the two. They’ll act like they are selling you a service to rank your website on the SEO side of things when in reality, all they are going to do is charge you a premium for their PPC service. We see this confusion-tactic again and again.
Now you might be asking… why would they do this?
Well, PPC is really easy to get started. With all else being equal, you BRIBE Google to get the top spot on the Google AdWords side of things. So your “result”, which the QUACKS will pass off as “SEO”, is pretty instantaneous, even though you’ll be paying an-arm-and-a-leg for these ads.
SEO, on the other hand, takes more effort and time but the payoff is that you build equity in your website’s ranking. You NEVER have to pay Google for those rankings and the traffic they’ll generate for you.
Finally, this chart summarizes nicely the IMPACT-difference between SEO and PPC:
This is an eye tracking heat map from Enquiro where it tracks where a person’s eyes naturally go to when conducting a search. Here, red (hot) means HIGH attention while black (cold) means NO attention. This map clearly highlights the fact that most searchers still go top-left when conducting a search with strong emphasis and focus on the SEO side of things. Furthermore, the “X’s” are where searchers tend to click on. And again, compare the discrepancy between the SEO side of the search result and the PPC side.
This again highlights the power of SEO over PPC.
Having said that, there is a time and a place for both and we recommend BOTH services to our clients. Just don’t get fooled by QUACKS who try and confuse and misdirect you with PPC and SEO.