Choosing the Right Digital Marketing Career Path as a New Marketer

SEO or PPC? Finding Your Groove As A Digital Marketing Specialist

When I first joined Cypress North, I was a first-time digital marketing coordinator just trying to find my footing in such an expansive field. I had no idea what SEO (Search Engine Optimization) meant and wondered what a PPC was. Turns out, it stands for Pay-Per-Click advertising and it wasn’t this elusive thing, though it sometimes feels like it.

Two years later, I’m now a Digital Marketing Strategist who knows that, despite their difference in day-to-day tasks and required skills, both SEO and PPC are key to a successful, holistic marketing strategy. Which one you choose to specialize in just depends on what kind of work you prefer and what you feel your strongest skills are.

During my first two years here, I was able to grow skills in both SEO and PPC by taking on various tasks that allowed me to flex both of those muscles.

So if your journey is like mine and you're currently trying to decide which digital marketing specialty is right for you, then this blog post will help you better understand a little more about SEO and PPC so you can find your groove as a digital marketer.

Understanding the Difference Between SEO and PPC Specialties

When digital marketers talk about SEO and PPC, one of the main differences is the “medium.” Medium describes the path through which a user arrives at your website.

The medium for PPC is paid – advertisers pay each time one of their ads is clicked. Compare that to SEO, where the medium is organic.

Beyond just mediums, SEO and PPC involve two different types of strategies for driving traffic. This means the day-to-day work looks different depending on which specialty you choose.

A Day in the Life of an SEO

SEO involves optimizing websites to rank higher in organic search engine results. This specialization focuses on driving long-term, sustainable traffic by aligning website content and structure with search engine algorithms.

Common SEO tasks include:

• Keyword research to understand what users are searching for
• Content optimization to improve relevance
• Technical audits to ensure site health

A Day in the Life of a PPCer

PPC revolves around creating and managing paid advertisements to drive immediate traffic and conversions.

Some of the tasks PPC specialists might handle regularly include:

• Creating ad campaigns
• Identifying target audiences
• Managing bids to ensure cost-effective results

Unlike SEO, PPC delivers quick, measurable results, making it ideal for businesses looking for immediate returns on investment.

Exploring SEO and PPC Specialties

When deciding between SEO and PPC, it’s important to understand the role each specialty plays in a digital marketing strategy, what skills are required, and what tools are at your disposal. This can help you determine which aligns better with your strengths and preferences.

SEO Specialty

An SEO specialist works to enhance a website's visibility and accessibility for search engines and users. They also perform regular audits to maintain a website's health by looking into things such as page speed and internal linking. Keyword research can be used to identify opportunities to make updates to on-page copy, title tags, and meta descriptions. These common tasks can make a difference in improving search results rankings.

Key skills for success in SEO include an analytical mindset to uncover trends in data, patience for implementing strategies that take time to show results, and creativity for solving problems and crafting engaging content. Reporting is another crucial aspect of the job, as analyzing metrics will help you refine your strategy.

SEO professionals rely on tools such as:

• Screaming Frog for technical audits
• Google Search Console to monitor organic performance
• Looker Studio for data visualization
• GA4 for reporting

These tools, combined with creative problem-solving, allow SEO specialists to address unique challenges effectively.

PPC Specialty

PPC specialists focus on designing and executing paid advertising campaigns. Their work begins with crafting compelling ads tailored to specific audiences and setting precise targeting parameters to ensure campaigns reach the right people. They also manage budgets and optimize bids to maximize efficiency and results.

To excel in PPC, specialists need data-driven decision-making skills, the ability to adapt quickly to performance trends and platform updates, and strong budget management expertise to allocate resources effectively. Additionally, analyzing key performance metrics and ROI enables PPC specialists to refine campaigns for better outcomes.

It is essential to have experience with the following platforms in order to carefully manage ad accounts and troubleshoot any errors:

• Google Ads, Merchant Center, and Google Ads Editor
• Bing Ads and Bing Ads Editor
• Meta Ads Manager
• HubSpot
• Shopify
• Spotify

Each ad account is different, so not every platform and every tool may be useful. That’s why it’s so important to understand your clients or company’s needs.

No matter what specialty you decide is best for you, they both incorporate similar workstyles and common tasks. PPC marketers also need to incorporate keyword research into their work to know which keywords their ads should target. SEO marketers can utilize platforms like HubSpot to make changes to forms on a website or create landing pages. SEO can be very data-driven and PPC can be very creative!

Having a strong foundation in both areas and getting exposure to different SEO and PPC tasks early is invaluable.

Getting Exposure Early On

For new marketers exploring both SEO and PPC, here are some tips on how you can gain experience:

• Take on Diverse Tasks: Volunteer for projects that involve both SEO and PPC. For example, you might work on content optimization for SEO while also managing a small ad campaign to learn PPC basics.
  
• Attend Training Sessions: Look for workshops or company training programs that introduce both disciplines. These sessions provide a safe environment to experiment and grow.
  
• Ask Questions and Research: Stay curious about industry trends, like how AI is shaping SEO and PPC. If you find a concept challenging, seek out resources or mentors to gain clarity.
  
• Network at Conferences: Attending marketing events allows you to meet professionals in both fields, offering insights into the day-to-day work of specialists. This year, Cypress North attended Women in Tech SEO, SMX London, HeroConf & brightonSEO.

Ultimately, choosing between SEO and PPC is not a decision that needs to be set in stone. Both specialties are needed to develop comprehensive marketing strategies, and many digital marketers find value in developing skills in both areas. SEO and PPC often work hand in hand, requiring collaboration to achieve the best results.

If you’re unsure which path to take, experiment with both. Dive into hands-on projects, earn certifications, and engage with industry trends.

You might even find joy in becoming a generalist who bridges the gap between the two specialties, offering a unique and versatile skill set. The world needs more digital marketing warriors that are generalists!

Interested in finding your digital marketing career path? We're always looking for people with sharp minds who are eager to learn. Keep an eye on our careers page for job openings!