Having recently started focusing on SEO (and stuck inside with record snow in NY), I've noticed a lot of similarities between PPC. Of course, there are many differences too. I'm going to share my experiences - good and bad. And hopefully this will ease your own transition between the two diciplines. First, lets start with a summary of the similarities:
- Both start with solid keyword research, although there are definitely some differences in the approach
- Tracking is absolutely crucial for both
- Testing, testing, testing
- Landing pages can impact responses
- Creativity is essential (well, duh)
Now, some of the differences:
- PPC results are instantaneous, SEO takes time.
- PPC is black and white. You put up an ad, and track results. Either it works or it doesn't. SEO is much more fuzzy. There is often more than one right answer. And it's sometimes difficult to pinpoint what works or what doesn't.
- For the most part, most PPC campaigns will be the same across all engines. For SEO, there is a big difference in achieving optimal results in different engines.
- For SEO, content is king. For PPC, landing page is king.
- If you mess up PPC, you just lose some money. Penalites for messing up SEO could last a long time.
In future blogs, I'll explore each of these in detail...plus add a few more.
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Doug's Movie Quote Of The Day:
From Young Frankenstein
Inga: Werewolf
Dr. Frederick Frankenstein: Werewolf?
Igor: There.
Dr. Frederick Frankenstein: What?
Igor: There wolf. There castle.
