The article explores the two primary digital marketing strategies: SEO and PPC. SEO focuses on optimizing website content to rank higher in search engine results for specific keywords, driving organic traffic and enhancing credibility over time. It involves activities such as keyword selection, technical improvements, and link-building. While SEO is cost-effective in the long run, it requires significant time and effort to achieve desired results. Conversely, PPC provides immediate visibility but at a cost. The choice between SEO and PPC largely depends on a business's specific goals and available resources.
SEO is the practice of optimising a website so that it ranks higher in the search results for certain 'keywords', thereby earning more clicks.
Once SEO is established, it continues to provide organic traffic on an ongoing basis, improving both online and offline credibility.
Good SEO, particularly when targeting competitive keywords, takes a lot of time to set up. Effort doesn't guarantee rankings.
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