What is the difference between 'organic' SEO keywords and AdWords / PPC keywords?
Question: -
Is there often a difference between organic keywords and PPC keywords? Why?
Answer: -
Organic of course refers to the 'free' results that one sees on Google. 'PPC' or pay-per-click refers to the paid / AdWords results. Is there a different in keywords?
Absolutely. First and foremost, for SEO purposes, we have no way of 'hiding' our keywords. They are essentially public - visible to Google in the tag structure of the page, as I teach in our page tags class. For PPC, in contrast, the keywords are 'hidden' from the user and inputted by the advertiser in AdWords, again with various strategic issues that we discuss in the AdWords class.
Beyond that, there is the choice of keywords. SEO is free, so you need not worry about negative keywords and you can be more liberal in terms of targeting. You PAY for PPC keywords, in contrast, and you need to try to identify 'buy keywords' so that you are paying ONLY for very high quality customers.
There is A LOT of strategy involved in keywords, and I consider keyword selection the most important phase of both SEO and PPC as it drives the entire process.
Hope this helps!
- Jason McDonald - info@jm-seo.org
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