Etelinda Espinoza/ February 19, 2015/ Business Services

Online marketing comes in different forms, and the type of marketing you should choose depends on your business, the industry and your marketing spend. Search engine optimisation (SEO) and pay per click (PPC) advertising are two very effective ways to draw traffic to your website and increase sales. Both SEO and PPC work to place your website at the top of Google’s search engine results pages (SERPs), right in front of those who are looking for the products and/or services that you offer.

Just how do the two differ? Read on to find out.


Search engine optimisation is a long-term online marketing strategy. By optimising your site in relation to certain high traffic keywords, it’s possible to achieve a high organic ranking (that is, the results shown just below the paid ads in Google’s search results).

SEO incorporates a number of different components that work together to deliver a high SERP ranking. These components include on-site aspects such as site structure, title tags and website content, as well as off-site aspects that include backlinks and offsite citations. Large online marketing companies, such as WME Group, tend to have an in-house team to perform these jobs – allowing them to control quality. When it comes to SEO, it’s important to have the right knowledge and resources. Google updates its algorithm regularly, essentially changing the rules of the game – Google’s aim is to provide internet users with results that best answer their search queries. Like most large online marketing companies, WME reviews its processes regularly – they have the manpower and knowledge to ensure techniques are kept up to date.

It’s important to remember that even when you select the best agency such as WME, SEO won’t take you to the top overnight – results take time, often up to three months. Businesses looking to implement SEO should also remember that this strategy doesn’t really have an end date. In competitive industries especially, SEO really is an ongoing strategy.


Pay per click adverts are the ones that appear at the top of the search engine results listings – they are, as the name suggests, the paid ads. To secure a PPC ad, you need to bid on the keyword(s) you want to rank for. If you are the highest bidder, the ad is yours – and you pay the specified fee each time someone clicks on your ad. PPC can be costly, especially if it’s not managed effectively. This being the case, it’s often a good idea to enlist the help of an online marketing agency. A good agency should charge a set fee, rather than take a percentage of your monthly spend. This means that they are interested in delivering results, not increasing your spend so that they earn more.

PPC is very beneficial for businesses looking to achieve instantaneous results; with PPC you can position yourself at the top of the SERPs overnight.

A combined approach

SEO and PPC can work effectively together – in fact, they complement each other well. PPC delivers instant results, allowing your online marketing campaign to gain traction whilst the SEO campaign kicks into gear. While PPC can be costly, SEO is more affordable long-term; many companies choose to abandon their PPC ads once they achieve a high organic listing. But before that make sure you go through Wmegroup reviews @

Together, SEO and PPC allow you to reap the benefits of short-term action and long-term gain!

Share this Post