Today, there are about 4.79 billion active internet users worldwide, equating to about 57 percent of the global population. Many of these internet users will use their computers and smartphones to search for brands, products, and services. Whether you're a small startup or an international business, it's important that you harness the power of digital marketing.  

Some of the most crucial digital marketing strategies to invest in are SEO and PPC. If you are unaware of the difference between SEO and PPC, have no fear. This article can help. 

For more on search engine optimization and pay per click strategies, read on for our basic guide. 

1. Search Engine Optimization (SEO)

If you're an active user of the internet, you've likely seen SEO tools hard at work. Have you ever searched on Google for local restaurants, helpful products to buy, or services to assist you? By doing so, you're experiencing the power of search engine optimization. 

This tool helps brands all over the world increase traffic to their website through search engine results. This strategy targets unpaid traffic with specific keywords that they may be looking for. SEO is so important for brands because studies show that 68 percent of all online experiences start with a Google search. 

With effective SEO, brands can move their website and advertising results to the top of a search engine. This can make for more organic traffic and a long-term boost in sales. 

2. Pay Per Click (PPC)

You may be wondering, "What is PPC and how can it help my brand?" Pay per click tactics are top favorites for brands both big and small. Like SEO, every active internet user has seen some form of PPC advertising whether they realize it or not. 

PPC strategies charge advertisers every time one of their digital ads are clicked on. Advertisers will often bid on high placement in a search engine to receive more clicks. This strategy can help brands make a large profit when ad clicks turn into sales on their website. 

For example, it may cost advertisers one dollar every time their ad gets clicked on. But, many of these people that are clicking might make a large purchase on the brand's website. Studies show that PPC advertising returns two dollars for every one dollar spent, equating to a 200 percent return on investment. 

3. the Difference Between SEO and PPC: Which Is Best?

The main difference in SEO and PPC strategies is the way in which traffic gets driven to a brand's site. While SEO tactics drive organic traffic, PPC tactics drive paid traffic. There is also a major difference in when you'll start to see your advertising at work. 

With SEO, it can take several months to research keywords, create blog content, and boost your search engine ratings. With PPC, you'll start to see your ads performing better right away. However, this often comes at a significant cost to your budget.

While each of these tactics can help your business succeed, using them both in harmony can produce incredible results. While PPC advertising can help boost traffic, SEO advertising can help you stand out from the competition for the long term. 

Invest in Your Digital Marketing Campaign Today

Now that you know the difference between SEO and PPC strategies, what are you waiting for? Invest in your digital marketing campaign today to help your business succeed. 

For more helpful tips on all things digital marketing, be sure to check out our blog today.