There are two ways to improve your search rankings. Natural (organic) search engine optimization (SEO) and paid placement (PPC).
Paid placement is also exactly what it says – you pay, you get placed. Pay per Click is a unique way of your company’s advertisement on the internet. It involves payment by the advertisers to your company, for every click by an user. The advertisements appear on the borders of the website that is on top and sides. Hence, they appear right in front of the users who are going through your website and want to be a customer to your company. Also, you can fix your budget and set to work! But you have to keep in mind, that this marketing strategy may become quite a bit expensive, especially in competitive markets.
Organic SEO or Search Engine Optimization is another form of marketing strategy online, which “optimizes” the website that you have created, so that it comes up in the searches provided by users, in popular recognized search engines like Google or Yahoo. SEO can make your web site achieve top rankings in these searches, thus making your web site more popular, and being viewed and used by a lot of users. Another real good thing about SEO, Is that it is completely free, unless you are inexperienced and want to hire a SEO firm to do the work for you.
If you have set up a business and designed an attractive website for it. Now which internet marketing policy should you follow out of the two above? Here are some guidelines for you:
- SEO takes a longer time than PPC to start the rankings, even if you have the best possible techniques. However, once it’s started, then it’s really good. PPC on the other hand, is almost instant. It starts coming up on your webpage very fast.
- SEO is free (unless u r hiring SEO companies or firms to do the work for you), whereas PPC involves cost (as the name itself suggests – Pay Per Click). Especially in competitive industries, PPC may become quite expensive! On the other hand, if you are using SEO yourself, then you have a real lot to learn, as it is always changing.
- SEO is highly competitive, more so in big industries and some keywords.
- However, one very important advantage of SEO over PPC is that for PPC, once your marketing campaigns are over, that is once you stop “paying per click”, then its over for good. That is, there are no benefits in the long run. However, if you are using SEO, then the results lasts long, and you may get these benefits even after you stop your marketing campaigns, depending upon how successful you were!
Thus, as you see, there are no strict rules that you should use this or that. If one has some advantages in a particular field, then the other may be more worth it in some other area.
- PPC listings look like ads and are purposely placed away and apart for the natural search listings. Most people (over 80%) dislike ads and refuse to click on them. They only look at “unbiased” relevant sites that are perceived as more trustworthy. That means that no matter how much you pay, the majority of customers ignore you.
- PPC results and traffic are instant but it is too expensive to afford by small and medium size businesses/firms. You need to pay per click so if your bid for any keyword is $10 and your ad gets 100 clicks, you need to pay $1000 no matter website generates sale or not for you.
- Organic SEO takes time but once your website achieves first page organic search engines listings, website will start getting relevant and enough traffic that will be for long term even after SEO work is stopped or paused for some time.
You need to use your common sense and your own marketing senses to choose which one would be more suitable for your business enterprise. You can also try out both in the initial stages if you are confused, and then make your choice, depending on which is producing better results. Choose wisely!