Search engine optimization or SEO online marketing strategy and pay-per-click or PPC ads represent two principalbranches of internet marketing while encapsulating their approach in just three letters, forming the most popular TLAs of online marketing.

The online world is competitive andgaining visibility among millions of other websites is tricky. 

SEO and PPC both have the potential of improving a website’s rank and increasing its visibility. However, they differ in their approach. 

SEO online marketing techniques align a website with thefactors that search engines consider while deciding a website’s position on the result pagesand help it rank. But they take some time to yield results. 

PPC involves implementing an advertisement campaign and “buying” digital real estate on a search engine results page (SERP). Therefore, it can display your website as an ad on the first SERP as soon as the campaign commences. 

SEO and PPC campaigns, when built with the user’s search intent in mind, fulfill their purpose of attracting valuable visitors who do what your website wants them to do, buy your product, signup for your newsletter, etc. But how do marketers understand users’ search intent?

This is where keyword analysis or KWA enters the scene. It gives an idea of relevant keywords, along with two important metricsthat areaverage monthly searches (AMS) of the keywords and their competition or how many websites are trying to rank for it. 

Therefore, KWA highlights users’ search intent and enables marketers to develop their SEO and PPC campaigns around keywords that have high AMS and low competition so that these campaigns can yield profitable results. 

Thus, KWA forms the foundation on which SEO strategies and PPC campaigns build to reach a business’s online goals. 

Landau Consulting, an online marketing company in NJ offers consultancy in developing SEO online marketing strategy and has created this infographic to explain how SEO, PPC, and other TLAs can contribute to a business’s online growth.