With the advent of the internet, more and more people are using search engines like Google to look for the products and services they need. Search engines have become an essential medium that influences the purchasing decision of the buyer. The people will find it easy to find your website through various search engine. It is always better to visit the site instead of going directly. There must be a strong presence in search engine which will result in becoming crucial for the business. The most important strategies used for marketing are SEO(Search Engine Optimization) and PPC(Pay Per Click). These strategies will help in driving the visitor to the website. Every business will have objectives which either a short-term or a long term. SEO is often used for the long term which can yield a better Return On Investment(ROI) and the PPC is more instantaneous.

What is SEO?
The various strategies and techniques can be used to boost a different number of visitors on a website by improving its ranking in its results. If there is a higher rank in the search engine it implies a higher number of visitors, higher revenue, conversation rates etc. The SEO or the Search Engine Optimization will include various keyword research, SEO auditing, competition analysis and also the evaluation of the results. The benefit of SEO is you need not pay for each click if you appear at the top of Google for a search query that is relevant to your business.

What is PPC?
Pay Per Click or the PPC is one of the most popular techniques of search engine advertising. Google will allow the advertisers to just display their ads in the section which is sponsored. The advertiser will have to pay an amount which is fixed when their ads will be clicked. When the particular ad will be clicked it will directly take the visitor to the advertiser’s website.

Both of these methods will aim to convince the users to visit and also increase the traffic to your website. SEO and PPC have both advantages and also disadvantages. Before you make a decision on choosing either SEO or PPC you will have to consider the following points for your business.

If you have or working on a tight budget then you should be taking into account the amount spent on marketing.
For this, PPC would be a better option and it is also feasible.
The PPC will have these benefits.

The main objective of a website will be to drive the traffic and also increase the CRs or the Conversation Rates.
The variables of the website will also have to be tested to work out on a weaker point to improve the CRs.
The PPC will be used to buy the traffic which is required and quickly reach the result. The search engine algorithm will change every now and then.
Cost Per Click(CPC) is something which is different from that of usual phrases and keywords. The usage of the tool called the Traffic Estimator can be used to find out the average cost of any keyword or the phrase. Make sure how strong is the competition in the target market and also the average cost would not be too high. There are some other strategies other than these two strategies.