There are two popular search methods by which companies resolve this dilemma – Search Engine Optimization or Pay-Per-Click. But which technique is best for you? Is it better to go for an organic-first method and seek consumers via natural search results, or is it more advisable to invest in an ad at the very top of a popular keyword results page? Given the choice between organic search results and an ad on the top of the page, which one do you think would be more effective for your business?
The short answer is that it depends. Organic search engine optimization focuses on long tail keywords, since these are much cheaper to obtain, thus making them ideal for most businesses. PPC, on the other hand, targets those who are actively seeking information via search engines, so it is naturally more expensive to achieve high ranking.
However, there are pros and cons associated with both SEO and PPC marketing.
Organic SEO works well with a solid marketing plan and a good understanding of search engine optimization principles. However, this strategy does not always work together with paid advertising, especially if one’s website has competitive keywords. This is because some advertisers work harder to rank for certain keywords than others do, thereby negating the effect of organic keywords on one’s rankings.
Pay-per-click marketing, on the other hand, functions with the idea of targeting customers specifically to achieve high ranking in search results. Advertisers bid on keywords that will result in the highest sales for their products. These keywords must also be relevant to the site’s content and audience. PPC usually incorporates tracking and data collection to ensure that the ads are as effective as possible. However, tracking and data collection are not used to make changes in the ad and therefore do not affect organic results.
Pay-per-click internet marketing works by bidding on keywords that will guarantee a higher ranking in search engine listings. Once a site is listed in a program, advertisers can choose to pay the host if their ad is chosen. When a visitor clicks on the ad, the host pays the publisher according to the amount they have bid for the keyword. Publishers can then raise or lower their bid to guarantee that their ad will appear on the first page of search results for a given keyword. Publishers benefit from having traffic generated through pay per click campaigns because it guarantees them visibility into the internet market.
In a way, Search Engine Optimization is similar to traditional offline marketing strategies in that it aims at getting a higher ranking in search ads. However, unlike offline marketing efforts, the goal is to achieve first page ranking instead of rankings on various other pages in the search results. Publishers have to bid on specific keywords so that their ads will be shown to prospective buyers. Because the publisher has to compete with millions of companies and advertisers, it’s vital that their campaign is successful in order to increase traffic and increase sales.
SEO is beneficial for all companies involved,
but the most notable advantage of Search Engine Optimization is that it increases traffic without the need to make additional investments in paid advertising. Companies with a website can focus solely on attracting new consumers and providing services to existing customers. With this type of marketing strategy, companies are able to target their audience and convert visitors into paying customers.
Another good thing about Search Engine Optimization is that there are no restrictions when it comes to content or keywords. This enables marketers to make use of unique advertising methods that will suit specific needs. As long as a company uses relevant keywords, the effort is not wasted.
- Organic search results are also very common, making it easy for clients to browse through their chosen products and services and to choose what best suits their needs.
- However, there is one thing that can undermine Search Engine Optimization: spamming.
- To prevent this from happening, search engines have implemented certain rules that discourage publishers from using spam tactics to increase traffic.