What is SEO, and What are SEO Keywords?

SEO is a long-term marketing strategy aimed at improving a website's organic ranking on Google. Strategies include improving website performance, optimizing metadata and headers, writing custom content, backlinks, and much more. Creekmore Marketing implements strategies like these daily with the goal of having our clients rank on the first page of Google.

Keywords are crucial to our strategy! They are the words and phrases people search for when they’re looking for information on Google. Take a Benjamin Moore paint store, for example. The SEO keywords we might target for this business will be based on their relevance to the business and their search volume.

If this paint business wants to rank for interior paint in Lexington, Kentucky, relevant keywords might include "paint store Lexington," "Benjamin Moore interior paint," and "interior paint store near Lexington".



Selecting SEO keywords involves extensive research to identify what keywords customers may be searching for in the local area, what keywords line up best with a business’s products and services, and keyword search volume. This research is referred to as “Keyword Research.”

Once we identify which keywords we’re going to target, we strategically place those keywords in the metadata, website content, headers, URLs, etc., to signal to Google what this business offers, where they’re located, etc.

SEO keywords require ongoing optimization and monitoring. As search behaviors and algorithms change over time, it is important to continuously update and refine your keyword strategy to maintain and improve rankings. This is something we actively do at Creekmore Marketing and something in-house markets should consider.

What is PPC, and What are PPC Keywords?

PPC is a paid advertising strategy involving strategically bidding on keywords with the goal of ads being displayed in the SERPs. The upside to PPC is that you’re likely to receive instant visibility and website traffic, unlike SEO, which is a long-term strategy. But the downside is that it requires a dedicated budget, as advertisers pay each time someone clicks on their ad.

PPC keywords are chosen based on relevance and commercial intent. Since advertisers pay for each click, it is important to select keywords that are likely to lead to conversions. Let’s come back to our paint store example. If this paint store wants to run ads on its new selection of primers, relevant PPC keywords might include "buy paint primers," "best paint primers," and "buy Benjamin Moore primers."

PPC keyword research carefully considers what competitors may be targeting and search volume. Keywords with high search volume, more often than not, have higher competition, which means higher costs per click. This is why it’s so important for marketers to analyze the market and select keywords that best align with their clients’ budgets and goals.

Once chosen, keywords are ready to be included in ad campaigns and incorporated into specific landing pages on a website. PPC campaigns need regular monitoring and optimization to ensure keywords are performing well.

The Difference Between SEO and PPC Keywords

Purpose and implementation

The biggest difference between SEO keywords and PPC keywords is their purpose and how we implement them. At Creekmore Marketing, we utilize SEO keywords to optimize our clients’ organic rankings and attract organic traffic, while we utilize PPC keywords to drive immediate traffic through paid ads.

Cost

Another difference to consider is the cost involved. SEO is generally considered a long-term investment and does not require direct payment for website traffic. In contrast, PPC involves paying for each click generated by the selected keywords.

Both differences are worth considering when deciding between one or both services.

SEO and PPC for Your Business

No matter their differences, both SEO and PPC require monitoring and optimization by marketing professionals who understand your goals. This is where Creekmore comes in!

We believe in a well-rounded marketing strategy where we can leverage the strengths of both SEO and PPC. Book a free consultation with one of our Business Development Managers to learn which marketing strategies are best for your business and goals.

Creekmore Marketing proudly serves the local Lexington, Kentucky, areas, and businesses all over the world. Contact us today to learn more!