{"id":2061,"date":"2025-05-21T15:14:08","date_gmt":"2025-05-21T15:14:08","guid":{"rendered":"https:\/\/rojascreator.com\/es\/?p=2061"},"modified":"2025-05-21T15:14:11","modified_gmt":"2025-05-21T15:14:11","slug":"whats-the-difference-between-seo-and-ppc-advertising","status":"publish","type":"post","link":"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/","title":{"rendered":"What\u2019s the Difference Between SEO and PPC Advertising?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you\u2019ve ever searched for something on Google, chances are you\u2019ve seen two types of results: some marked with the word <em>\u201cAd\u201d<\/em> and others that aren\u2019t. Those \u201cAd\u201d results are paid placements, businesses pay to show up there. The others? They\u2019ve earned their spot through something called SEO.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#what_is_seo\" >What is SEO?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#what_is_ppc\" >What is PPC?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#what_is_the_difference_between_seo_and_ads\" >What is the difference between SEO and ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#what_are_the_benefits_of_ppc\" >What are the benefits of PPC?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#what_are_the_benefits_of_seo\" >What are the benefits of SEO?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#how_seo_and_ppc_can_work_together\" >How SEO and PPC can work together?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/rojascreator.com\/es\/whats-the-difference-between-seo-and-ppc-advertising\/#why_is_seo_better_than_paid_ads\" >Why is SEO better than paid ads?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>In this Blog, we\u2019ll break down how each works, the pros and cons of both, and help you decide which one makes more sense for your business or if using both is actually your best move. Let\u2019s get move on.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what_is_seo\"><\/span>What is SEO?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>When someone types a question into Google, the search engine tries to find the best answers. <strong>SEO is what you do to prove that your website has those answers.<\/strong><\/p>\n\n\n\n<p>SEO stands for <a href=\"https:\/\/rojascreator.com\/es\/how-do-search-engines-work\/\" data-type=\"link\" data-id=\"https:\/\/rojascreator.com\/es\/how-do-search-engines-work\/\"><strong>Search Engine Optimisation<\/strong>.<\/a> It\u2019s a way of helping your website show up on Google (and other search engines) without paying for ads. Instead of paying for clicks, you \u201cearn\u201d your spot by making your website useful, clear, and easy to find.<\/p>\n\n\n<div class=\"gb-container gb-container-6c917430\">\n\n<figure class=\"gb-block-image gb-block-image-a4e348d3\"><img decoding=\"async\" width=\"1080\" height=\"968\" class=\"gb-image gb-image-a4e348d3\" src=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-SEO.webp\" alt=\"\" title=\"What is SEO\" srcset=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-SEO.webp 1080w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-SEO-300x269.webp 300w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-SEO-1024x918.webp 1024w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-SEO-768x688.webp 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n<\/div>\n\n\n<p>There are three main parts to SEO, and all of them work together:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Technical SEO<\/strong><strong><br><\/strong>This is all about how your website runs behind the scenes. Is it fast? Does it work well on phones? Can search engines easily \u201cread\u201d it? A smooth, healthy website helps you rank better.<br><\/li>\n\n\n\n<li><strong>Content<\/strong><strong><br><\/strong>This is what people actually see,&nbsp; the words on your pages. Google looks for helpful, clear, and well-written content that matches what people are searching for. This includes using the right <strong>keywords<\/strong> common words and phrases your potential customers use.<br><\/li>\n\n\n\n<li><strong>Off-page SEO<\/strong><strong><br><\/strong>This is everything that happens <em>outside<\/em> your website. If other trusted websites link to you, it tells Google that your site is valuable. The more quality links you get, the more trust you build.<br><\/li>\n<\/ul>\n\n\n\n<p>With strong SEO, your site can appear on Google for \u201cfree\u201d,&nbsp; and yes, we\u2019re putting that in quotes. While Google doesn\u2019t charge you to show up in its search results, someone always pays the bill.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll need to invest time (and often money) to build a well-structured website and a long-term strategy that meets the needs of the people you want to reach. The more helpful and relevant your site is to their searches, the more likely it is to appear when they\u2019re looking.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what_is_ppc\"><\/span>What is PPC?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>PPC stands for <strong>Pay-Per-Click<\/strong>. It\u2019s a type of online advertising , one of many on the internet , but it\u2019s also the <strong>mo<\/strong>st popular and profitable for major tech companies. Since its introduction in 2000, PPC advertising has grown rapidly and become a core part of how platforms like Google make their money.<\/p>\n\n\n\n<p>With PPC, you only pay when someone actually clicks on your ad. The most common example is Google Ads.<\/p>\n\n\n\n<p>When you search for something on Google, you\u2019ll often see ads right at the top of the page , these are PPC ads. They usually have a small label that says <em>\u201cSponsored\u201d<\/em> or <em>\u201cAd\u201d<\/em> to let users know that a business paid to appear there.<\/p>\n\n\n<div class=\"gb-container gb-container-e72f0874\">\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"765\" src=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-PPC-1024x765.webp\" alt=\"\" class=\"wp-image-2067\" srcset=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-PPC-1024x765.webp 1024w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-PPC-300x224.webp 300w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-PPC-768x574.webp 768w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-PPC.webp 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<\/div>\n\n\n<p>The biggest advantage? <strong>Speed<\/strong>. With PPC, your website can show up almost instantly, even if it\u2019s brand new or hasn\u2019t built up any SEO yet. That makes it a great tool for short-term goals , like launching a new product, running a limited-time offer, or getting quick traffic while you work on your long-term SEO.<\/p>\n\n\n\n<p>Google wants to sell us the idea that you control how much you spend, who sees your ads, and when they appear, but later on, we\u2019ll explain why that\u2019s not entirely true. And yes, it\u2019s also true that the moment you stop paying, your visibility vanishes completely.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what_is_the_difference_between_seo_and_ads\"><\/span>What is the difference between SEO and ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>At its core, SEO is all about earning your place in search results by making your website valuable and relevant, with no payment required per click. Ads, on the other hand, are more like renting visibility. You pay to appear in front of people right away, whether they click or not.<\/p>\n\n\n<div class=\"gb-container gb-container-7640ca90\">\n\n<figure class=\"gb-block-image gb-block-image-d07825f8\"><img decoding=\"async\" width=\"2212\" height=\"888\" class=\"gb-image gb-image-d07825f8\" src=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads.webp\" alt=\"\" title=\"What is the difference between SEO and ads\" srcset=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads.webp 2212w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads-300x120.webp 300w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads-1024x411.webp 1024w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads-768x308.webp 768w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads-1536x617.webp 1536w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-is-the-difference-between-SEO-and-ads-2048x822.webp 2048w\" sizes=\"(max-width: 2212px) 100vw, 2212px\" \/><\/figure>\n\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what_are_the_benefits_of_ppc\"><\/span>What are the benefits of PPC?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The biggest benefit <strong>is speed. <\/strong>You don\u2019t have to wait for months like with SEO. You can run an ad today and start getting visits to your website the same day.&nbsp;<\/p>\n\n\n\n<p>PPC means paying for your business to show up on Google. It works fast. If you just opened a caf\u00e9, offer legal help, or want more bookings in your salon, PPC helps people see you right away.<\/p>\n\n\n\n<p>PPC also lets you choose how much you want to spend and who sees your ad. You can show it only to people near your area or at certain times of day. That way, you don\u2019t waste money on the wrong audience.<\/p>\n\n\n\n<p>Another reason to use PPC is that it helps you test things. You can try different messages, discounts, or services and see what works best before changing your website or full strategy.<\/p>\n\n\n\n<p>For some businesses, PPC isn\u2019t just helpful, it\u2019s the only way to compete. In certain industries, SEO is very crowded. Big companies have already taken over the top search spots. If you want to show up at all, paid ads may be your best chance to get noticed.<\/p>\n\n\n\n<p>Also, PPC gives you clear results. You can see how many people saw your ad, clicked it, and took action. That helps you understand what your customers like and what to improve.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"what_are_the_benefits_of_seo\"><\/span>What are the benefits of SEO?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you own a small caf\u00e9, a beauty salon or a legal office, SEO helps people find you when they search on Google. It&#8217;s like putting up a clear sign that tells Google your business exists and offers something useful.<\/p>\n\n\n\n<p>One big benefit is that you don\u2019t need to pay each time someone visits your site. Once your page shows up in search results, people can find you naturally without the need to run constant ads.<\/p>\n\n\n\n<p>Another reason people trust SEO is because results that aren\u2019t marked as ads feel more genuine. Users are more likely to click on these listings because they see them as honest recommendations, not paid spots.<\/p>\n\n\n\n<p>SEO also works over time. If you write something helpful today, like a guide or service page, it can keep bringing people to your site weeks or even months later. You don\u2019t lose your spot just because you stop paying, unlike ads.<\/p>\n\n\n\n<p>When you post useful content, it also builds your reputation. A caf\u00e9 sharing brewing tips or a lawyer explaining local rules helps the audience see you as an expert, not just a business trying to sell.<\/p>\n\n\n\n<p>SEO requires time and planning, but once it starts working, it keeps driving traffic to your site and helps your business grow without extra daily costs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"how_seo_and_ppc_can_work_together\"><\/span>How SEO and PPC can work together?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To make your online efforts successful in the long term, SEO and PPC should always work together. As I mentioned earlier, the big companies with names ending in \u201cAds\u201d love to sell you the idea of \u201crun ads quickly, sell fast, let our AIs do the work for you.\u201d<\/p>\n\n\n<div class=\"gb-container gb-container-e3151f1b\">\n\n<figure class=\"gb-block-image gb-block-image-cb47564b\"><img decoding=\"async\" width=\"2212\" height=\"546\" class=\"gb-image gb-image-cb47564b\" src=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together.webp\" alt=\"\" title=\"How SEO and PPC can work together\" srcset=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together.webp 2212w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together-300x74.webp 300w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together-1024x253.webp 1024w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together-768x190.webp 768w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together-1536x379.webp 1536w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/How-SEO-and-PPC-can-work-together-2048x506.webp 2048w\" sizes=\"(max-width: 2212px) 100vw, 2212px\" \/><\/figure>\n\n<\/div>\n\n\n<p>But be careful, they\u2019re not telling you the whole truth. At the end of the day, these are businesses focused on profit. Whether or not you actually get leads is not their top priority.<\/p>\n\n\n\n<p>Before you launch any pay-per-click campaigns, you should always have an organic <a href=\"https:\/\/rojascreator.com\/es\/seo-content-strategy\/\" data-type=\"link\" data-id=\"https:\/\/rojascreator.com\/es\/seo-content-strategy\/\">SEO strategy<\/a> in place. Otherwise, you\u2019re pouring money into a black hole. While there are ways to turn things around, campaigns do provide valuable insights, like who\u2019s interacting with your ads, which areas they\u2019re from, their age groups or interests, and even the search terms they used to find you. All of this can help you create better organic SEO content for your business.<\/p>\n\n\n\n<p>Some business owners get bold and run ads without any prior SEO work or landing page preparation. They just send everyone to their homepage, often with no good visuals, no videos, and no message that truly speaks to the audience. Nothing. In those cases, not even Google wants to risk damaging the user experience. So what does it do? It penalises you, by charging more for each click. And in extreme cases, if your setup is completely off, Google might not even show your ad at all, even if you\u2019re paying.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"why_is_seo_better_than_paid_ads\"><\/span>Why is SEO better than paid ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>My advice? Prepare your content first and then start investing in ads. If you\u2019re in a rush and can\u2019t wait to build a proper website, you can run things in parallel. You might consider using your Google Maps listing in a Performance Max campaign. With a well-optimised Google Business Profile, you\u2019ll have a much better chance of converting leads and spending less. It gives you the speed some businesses need while your full website is still in development.<\/p>\n\n\n<div class=\"gb-container gb-container-3b6e8191\">\n\n<figure class=\"gb-block-image gb-block-image-0af76e76\"><img decoding=\"async\" width=\"2212\" height=\"443\" class=\"gb-image gb-image-0af76e76\" src=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO.webp\" alt=\"\" title=\"What are the benefits of SEO\" srcset=\"https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO.webp 2212w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO-300x60.webp 300w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO-1024x205.webp 1024w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO-768x154.webp 768w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO-1536x308.webp 1536w, https:\/\/rojascreator.com\/es\/wp-content\/uploads\/2025\/05\/What-are-the-benefits-of-SEO-2048x410.webp 2048w\" sizes=\"(max-width: 2212px) 100vw, 2212px\" \/><\/figure>\n\n<\/div>\n\n\n<p>All decisions around pay-per-click advertising should be based on data. It\u2019s the only way to do things properly and achieve the kind of \u201cspeed\u201d Google promises. What might take years with traditional SEO can often be achieved in a few months with PPC. But think carefully, what will you do once the campaign ends? How will you take advantage of that traffic?<\/p>\n\n\n\n<p>That\u2019s where organic SEO strategy comes in. Paid ads can boost it, but they can\u2019t replace it.<\/p>\n\n\n\n<p>I hope this blog helps you make a more informed decision about what your business really needs. If you\u2019re still unsure, feel free to leave a comment or message me. I\u2019ll be happy to help.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO (Search Engine Optimisation) helps your website appear in search results without paying for each visitor, while PPC (Pay-Per-Click) lets you pay to appear instantly.<\/p>\n","protected":false},"author":1,"featured_media":2071,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","infinite-scroll-item","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"_links":{"self":[{"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/posts\/2061","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/comments?post=2061"}],"version-history":[{"count":0,"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/posts\/2061\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/media\/2071"}],"wp:attachment":[{"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/media?parent=2061"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/categories?post=2061"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rojascreator.com\/es\/wp-json\/wp\/v2\/tags?post=2061"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}