What Is SEO – Search Engine Optimization?
Description
SEO vs. PPC
PPC stands for pay-per-click – a type of digital marketing where advertisers are charged whenever one of their ads gets clicked on.
Basically, advertisers bid on specific keywords or phrases that they want their ads to appear for in the search engine results. When a user searches for one of those keywords or phrases, the advertiser’s ad will appear among the top results.
So again, if we think of search marketing as a coin, SEO and PPC are two sides of the same coin – SEO is the unpaid side, PPC is the paid side.
Another key point: it’s important never to think of it as “SEO vs. PPC” (i.e., which one is better) because these are complementary channels. It’s not an either-or question – always choose both (as long as your budget allows it).
As we mentioned before, the terms SEM and PPC are used within the industry interchangeably. However, that isn’t the case here on Search Engine Land.
Whenever we mention “SEM,” it will be because we’re referring to both SEO (organic search) and PPC (paid search).
If you’re curious about the history behind how “SEM” came to mean “PPC” at the exclusion of SEO, you can dig deeper into these articles:
How Wikipedia Turned PPC / Paid Search Into SEM
Does SEM = SEO + CPC Still Add Up?
Why is SEO important?
SEO is a critical marketing channel. First, and foremost: organic search delivers 53% of all website traffic.
That’s one big reason why the global SEO industry is forecast to reach a staggering $122.11 billion by 2028. SEO drives real business results for brands, businesses and organizations of all sizes.
Whenever people want to go somewhere, do something, find information, research or buy a product/service – their journey typically begins with a search.
But today, search is incredibly fragmented. Users may search on traditional web search engines (e.g., Google, Microsoft Bing), social platforms (e.g., YouTube, TikTok) or retailer websites (e.g., Amazon).
In fact, 61% of U.S. online shoppers start their product search on Amazon, compared to 49% who start on a search engine like Google. Also of note from that same research:
https://twor.microsoftcrmportals.com/forums/support-forum/db42d78f-70fd-ee11-a73d-6045bd3fd1cb
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