Organic Search Engine Optimization VS. Pay Per
Click – Which Should You Choose?
When people hear about online marketing, they
often think of two of the more popular methods that a company can use
to enhance its visibility on the Web: organic search engine
optimization and pay-per-click advertising.
SEO and PPC are search engine marketing techniques
that are used to drive targeted traffic to your website. PPC, or Pay
Per Click, ads are a way of buying visitors to your website by bidding
on advertisement placements among the search engine results for
specific keywords. Search engine optimization, or SEO, is a natural way
of achieving top search engine placement by creating a keyword rich
website with a strong linking structure. But which method is best for
In an ideal world, you would use both
strategically to maximize your site's profile. However, budgetary
constraints often make this impossible, and trying to do both on a
limited budget or with minimal resources can result in neither campaign
producing ideal results. In this case, it's usually better to focus on
one or the other. But which is best for you?
Organic Search Engine Optimization
While both PPC and SEO marketing tactics have
advantages, natural search engine optimization tends to have a higher
return on investment (ROI) over time. In fact, a JupiterResearch study
found that companies who outsource both their SEO and PPC campaigns
show a significantly higher ROI with natural search engine
optimization. Users tend to trust natural search engine results to be
relevant to the information they are seeking, and are more likely to
click on a natural SEO result.
Long Term Effect
Although using an SEO firm to create high search
engine positioning for your website requires a higher initial
investment than starting a PPC campaign, natural search engine
optimization pays off over time. After your initial investment, your
SEO website will require little to no additional cost to keep bringing
in highly qualified traffic. With a PPC campaign, however, as soon as
you stop investing money, your traffic comes to a screeching halt.
One big disadvantage of PPC is that it is
increasingly vulnerable to click fraud. Click fraud is an attack on a
PPC campaign to destroy its profitability. One example of click fraud
is a robotic script that clicks a competitor’s PPC links over and over
again, costing them money for each click with no real traffic coming to
the site. Another type of click fraud involves repeatedly running a
search without clicking on a PPC link, which can cause the
advertisements to be disabled for having a click through rate that is
too low. Although search engines do their best to hinder PPC click
fraud, it is impossible to stop altogether. Natural SEO results are
impervious to this kind of attack.
While the above points may make organic search
engine optimization seem the clear choice in all cases, in certain
situations it actually can make more sense to do pay-per-click
advertising. For those looking for fast results on a small budget, a
pay-per-click campaign may be the answer.
The results from pay-per-click advertising are
immediate. On the other hand, an organic search engine optimization
campaign may take up to three months or more for results to be
apparent. In this case, pay-per-click is advantageous for those who are
looking to promote an initiative that will go live in a short amount of
time, or whose business is seasonal in nature and who only do promotion
during certain months of the year.
Small businesses with extremely tight budgets may
find that pay-per-click is a better investment than organic search
engine optimization because a pay-per-click campaign will almost always
Easier to Handle In-House
Non-complicated pay-per-click campaigns can be
handled much more easily in-house than an organic search engine
Most organic search engine optimization campaigns
require a contract of a certain length because SEO companies know that
meaningful results will rarely happen overnight. When dealing with an
in-house pay-per-click campaign, obviously a contract is not an issue.
Clearly, organic search engine optimization has
some distinct advantages over pay-per-click advertising. However, there
are undoubtedly certain situations and scenarios where pay-per-click
advertising makes more sense fiscally and strategically. With a high
enough budget, you would be able to have an effective organic search
engine optimization campaign running in tandem with an effective
pay-per-click campaign. But if you have to choose one, look into your
unique situation before you decide.
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Company Auckland |SEO
Company India | Web