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Private and confidential 1
What’s the difference between SEO and
PPC?
Drink Digital - University of Nottingham - 1st Novem...
Private and confidential
Agenda
2
● Definitions
● Differences
● Similarities
● Which one would be for you?
Private and confidential
What Is PPC?
3
● PPC stands for Pay Per Click. This is the term used to describe the type of onli...
Private and confidential
What Is PPC?
4
DISPLAY &
PROGRAMMATICSEARCH SOCIAL
Get in front of your target
audience when they...
Private and confidential
What Is SEO?
5
search engine optimisation, or SEO, is a methodology of
strategies, techniques and...
Private and confidential
What Is SEO?
6
Private and confidential
But what’s the difference?
7
Private and confidential 8
Private and confidential
It seems pretty obvious...
9
Private and confidential 10
So let’s ask some digital experts
Private and confidential
PPC
11
(What a PPC thinks) (What an SEO thinks)
Private and confidential
PPC
12
Spend spend spend
Data-driven
Pay-to-win
Measurable
Money
Paid
Bidding
Advertising
Commerc...
Private and confidential
PPC
13
Spend spend spend
Data-driven
Pay-to-win
Measurable
Money
Paid
Bidding
Advertising
Commerc...
Private and confidential
SEO
14
(What a PPC thinks) (What an SEO thinks)
Private and confidential
SEO
15
Organic
Slow-burner
Technical
Slow
Outreach
SEMrush
Keywords
Links
Long-term strategy
Diff...
Private and confidential
SEO
16
Organic
Slow-burner
Technical
Slow
Outreach
SEMrush
Keywords
Links
Long-term strategy
Diff...
Private and confidential
The Core Differences
17
SEO
● Long term strategy
● Organic
● Less data
● Ideation
● Outreach
● Co...
Private and confidential
The Similarities
18
1. Both PPCs and SEOs do keyword research
Private and confidential
The Similarities
19
1. Both PPCs and SEOs do keyword research
2. Want to drive lots of converting...
Private and confidential
The Similarities
20
1. Both PPCs and SEOs do keyword research
2. Want to drive lots of converting...
Private and confidential
The Similarities
21
1. Both PPCs and SEOs do keyword research
2. Want to drive lots of converting...
Private and confidential
What’s the difference between the day-to-
day roles?
22
Private and confidential
Splitting up day-to-day tasks
23
Strategy
Content writing
Creativity & ideation
Numbers
Analysing
Private and confidential 24
The balance of a PPC
Private and confidential 25
The balance of an SEO
Private and confidential 26
A Comparison
PPC SEO
Private and confidential
Let’s throw a spanner in the works...
27
Private and confidential
Spot the patterns...
28
SEO Degree Disciplines
● Journalism
● Linguistics
● Software Engineering
...
Private and confidential
Similarities
29
SEO Degree Disciplines
● English with Creative Writing
● English Literature
● Com...
Private and confidential
Differences
30
SEO Degree Disciplines
● Social Psychology
● Linguistics
● Modern Language Studies...
Private and confidential
Conclusion
31
● SEO and PPC are different
● PPC is more numbers based and SEO is more creative (a...
Private and confidential
Thanks for listening!
Questions?
impression.co.uk/grad-opps/
32
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What's the difference between SEO and PPC?

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Using a survey that the Impression team completed and some industry insight, this talk shows you whether or not you might be suitable for SEO or PPC. It identifies any similarities and differences between the two which should aid you in making that career decision.

Published in: Marketing
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What's the difference between SEO and PPC?

  1. 1. Private and confidential 1 What’s the difference between SEO and PPC? Drink Digital - University of Nottingham - 1st November 2018 by Chloe Fair S E O S T R A T E G I S T A T I M P R E S S I O N
  2. 2. Private and confidential Agenda 2 ● Definitions ● Differences ● Similarities ● Which one would be for you?
  3. 3. Private and confidential What Is PPC? 3 ● PPC stands for Pay Per Click. This is the term used to describe the type of online advertising where you pay every time a user clicks on your ad. ● The aim of PPC is to get your ads showing to relevant customers and to make the most of your advertising spend. ● You can be very specific when it comes to the campaigns you run, targeting audiences based on age, geographic location, interests, and much more. ● Ads come in various formats and can be run on a range of different platforms.
  4. 4. Private and confidential What Is PPC? 4 DISPLAY & PROGRAMMATICSEARCH SOCIAL Get in front of your target audience when they’re looking for you Reach your target audience on social media Reach your target audience around the web
  5. 5. Private and confidential What Is SEO? 5 search engine optimisation, or SEO, is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining high-ranking placements for relevant, organic keywords in search engines
  6. 6. Private and confidential What Is SEO? 6
  7. 7. Private and confidential But what’s the difference? 7
  8. 8. Private and confidential 8
  9. 9. Private and confidential It seems pretty obvious... 9
  10. 10. Private and confidential 10 So let’s ask some digital experts
  11. 11. Private and confidential PPC 11 (What a PPC thinks) (What an SEO thinks)
  12. 12. Private and confidential PPC 12 Spend spend spend Data-driven Pay-to-win Measurable Money Paid Bidding Advertising Commercial Formulaic Eye catching Data-driven Creative Keywords FacebookConversions Short-term Cost per click Instant Fast paced Quick wins Spreadsheets Targeting More reflective (an evolution) of ‘traditional’ marketing Analytical Creative Statistical Multi-channel (What a PPC thinks) (What an SEO thinks)
  13. 13. Private and confidential PPC 13 Spend spend spend Data-driven Pay-to-win Measurable Money Paid Bidding Advertising Commercial Formulaic Eye catching Data-driven Creative Keywords FacebookConversions Short-term Cost per click Instant Fast paced Quick wins Spreadsheets Targeting More reflective (an evolution) of ‘traditional’ marketing Analytical Creative Statistical Multi-channel (What a PPC thinks) (What an SEO thinks)
  14. 14. Private and confidential SEO 14 (What a PPC thinks) (What an SEO thinks)
  15. 15. Private and confidential SEO 15 Organic Slow-burner Technical Slow Outreach SEMrush Keywords Links Long-term strategy Difficult to measure Onpage Offpage Guessing game Keywords Content Links SERPs Technical Varied Growth Long-tail Google Visibility Naturally benefits all marketing channels Descriptions Articles Organic Scientific creativity Long timeframe Long lasting success (What a PPC thinks) (What an SEO thinks) Javascript
  16. 16. Private and confidential SEO 16 Organic Slow-burner Technical Slow Outreach SEMrush Keywords Links Long-term strategy Difficult to measure Onpage Offpage Guessing game Keywords Content Links SERPs Technical Varied Growth Long-tail Google Visibility Naturally benefits all marketing channels Descriptions Articles Organic Scientific creativity Long timeframe Long lasting success (What a PPC thinks) (What an SEO thinks) Javascript
  17. 17. Private and confidential The Core Differences 17 SEO ● Long term strategy ● Organic ● Less data ● Ideation ● Outreach ● Content (variation) PPC ● Short term ● Paid ● Data driven ● Spreadsheets (lots of them) ● Fast paced ● Statistical and numbers heavy
  18. 18. Private and confidential The Similarities 18 1. Both PPCs and SEOs do keyword research
  19. 19. Private and confidential The Similarities 19 1. Both PPCs and SEOs do keyword research 2. Want to drive lots of converting traffic to websites and are both data-driven
  20. 20. Private and confidential The Similarities 20 1. Both PPCs and SEOs do keyword research 2. Want to drive lots of converting traffic to websites and are both data-driven 1. Adapting to the increasingly competitive search landscape
  21. 21. Private and confidential The Similarities 21 1. Both PPCs and SEOs do keyword research 2. Want to drive lots of converting traffic to websites and are both data-driven 3. Adapting to the increasingly competitive search landscape 1. Face the same problems due to an ever changing Google
  22. 22. Private and confidential What’s the difference between the day-to- day roles? 22
  23. 23. Private and confidential Splitting up day-to-day tasks 23 Strategy Content writing Creativity & ideation Numbers Analysing
  24. 24. Private and confidential 24 The balance of a PPC
  25. 25. Private and confidential 25 The balance of an SEO
  26. 26. Private and confidential 26 A Comparison PPC SEO
  27. 27. Private and confidential Let’s throw a spanner in the works... 27
  28. 28. Private and confidential Spot the patterns... 28 SEO Degree Disciplines ● Journalism ● Linguistics ● Software Engineering ● English with Creative Writing ● Commercial Music ● English Literature ● German and Philosophy ● Business Management & Marketing ● Social Psychology ● Multimedia ● Modern Language Studies PPC Degree Disciplines ● Industrial Economics ● English with Creative Writing ● Management & Marketing ● English Literature ● Music ● Maths ● Documentary Journalism ● German Studies ● Sociology ● History ● Theoretical Physics
  29. 29. Private and confidential Similarities 29 SEO Degree Disciplines ● English with Creative Writing ● English Literature ● Commercial Music ● German and Philosophy ● Business Management & Marketing ● Journalism PPC Degree Disciplines ● English with Creative Writing ● English Literature ● Music ● German Studies ● Management & Marketing ● Documentary Journalism
  30. 30. Private and confidential Differences 30 SEO Degree Disciplines ● Social Psychology ● Linguistics ● Modern Language Studies ● Software Engineering ● Multimedia PPC Degree Disciplines ● Sociology ● Industrial Economics ● History ● Maths ● Theoretical Physics
  31. 31. Private and confidential Conclusion 31 ● SEO and PPC are different ● PPC is more numbers based and SEO is more creative (as a generalisation) ● The day-to-day tasks of an SEO and a PPC can be quite similar ● The weighting of day-to-day tasks are very different ● There are some patterns in degree disciplines for digital marketers as a whole ● There are no rules - any degree counts
  32. 32. Private and confidential Thanks for listening! Questions? impression.co.uk/grad-opps/ 32

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