Today there are two main search engine marketing strategies that can be used: PPC (pay-per-click) and SEO (search engine optimization). These two strategies are very different from one another and it can be difficult trying to decide which one to use or which combination of the two is best for you.
Consider the basics when trying to decide which is the best strategy for you to use. When the big picture is taken into account, it is much easier weighing the pros and cons of each. People will keep battling for the top positions in the search engine results. One of the best targeted traffic sources is definitely search engine marketing.
As people continue looking for unique and new ways of gaining more traffic for their websites, it results in the SEO industry continuing to grow. When speaking of PPC, it refers to search engine advertising where you are changed per click each time one of your ads is clicked on by a visitor. Usually the order of the ads is based on the bid prices, which means that the advertiser with the highest price per click bid is listed first. Those sponsored listings are referred to as PPC listings.
SEO attempts to make changes to your search engine rankings through using a number of different factors, which includes Page Rank, link popularity, etc. If your website has been optimized for the search engines, then it is more likely that you will get good search engine rankings. A site that is marketed and optimized well will get listed at the top of the search results anytime an individual is searching for related keywords. Not having to pay for clicks is one of the greatest benefits that SEO marketing offers. So, how can you decide which is the better method? Actually the two methods serve different purposes. However, when it comes to your business, one is most likely a better fit than the other one is.
PPC results, rankings and traffic have a tendency to be more predictable and stable compared to SEO. PPC also has a low cost, which makes it a very popular advertising method. Most businesses attempt PPC before trying SEO since it is viewed as being more stable. PPC in many instances will allow you to rank well within the search engines without needing to do all of the tedious work that is necessary with SEO – creating content, posting links, locating link partners, etc. All you need for ranking is a budget. Another advantage is that your listings are posted at the time that you want them, instead of needing to wait for the search engines. As the popularity of PPC continues to increase, the market is also becoming increasingly competitive. Costs per click are continuing to increase, and it can be tough for the average person to invest a lot of money. Like with most auctions, the prices get higher the more people there are bidding on PPC.
SEO’s main benefit is there are no costs per click. However, there are also disadvantages, including a lot of work being required and traffic to your site being more unpredictable. When it comes to SEO, you need to constantly change strategies and adapt as the search engines make changes to their algorithms. In addition, SEO is a lot slower compared to PPC, since search engines have a tendency of not listing new websites. So which one should you choose? It depends on the amount of money you have to spend, what return on investment you want, and what time frame you have in mind. Your first choice should be PPC if you have the money, since fast results are produced. You can also use PPC for testing how effective your website is. If you have money and time for investing in long-term results, then SEO can also be a great option to use.
Overall, typically the best marketing strategy to use is PPC over the short term for getting immediate traffic and analyzing your conversions. Then you should use SEO Professional for the long term, in order to benefit from free traffic down the road.