Considering the current rise of pay per click (PPC) advertising services such as Yahoo Search Marketing, Google and Microsoft adCenter, professional search engine optimization (SEO) companies are having to deal more and more with the concern of why their clients need to invest funds on traditional SEO when they could simply spend money on PPC and see instant results in the search engines.

Traditional Search Engine Optimization

First I will define what traditional SEO is. Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via \”natural\” or un-paid (\”organic\” or \”algorithmic\”) search results as opposed to search engine marketing (SEM) which deals with paid inclusion. In simple terms, SEO is the simple activity of ensuring a website can be found in search engines for relevant words and phrases

Pay Per Click

Now I will define what PPC is making use of Google Adwords as an example. PPC or pay per click can be described as service in which an advertiser selects particular keywords or phrases and then creates a listing that will show up when somebody searches for that phrase. The advertiser chooses an amount they are prepared to spend for each and every click on their listing which results in a visit to their website – thus the term \”pay per click\”. At Google Adwords, you can bid anywhere from $.10 up to $50.00 for every click.

If other advertisers have selected the same keyword or phrase as yours, you then are competing against them for the highest position. Whoever is willing to spend the most shows up first and the others following in order. What PPC has allowed one to do then is to instantly \”pay\” their way to the top whereas traditional SEO takes a lot of time and effort.

The overriding question then is how valuable is PPC and should it replace standard search engine optimization techniques?

Pros and Cons of Pay Per Click

First of all you must understand that PPC will never help improve your positioning in the regular editorial search results. PPC listings most always appear in a \”Sponsored or Featured\” area which is usually at the top or side of the regular search results. While it is nice to \”show up first\”, however recent studies by Comscore shows that clicks on paid search results has gone down over time, and is now ~22%. That means 3 out of 4 people will trust the results in the organic listing compared to the results in the PPC listing, and will click on the organic results – which are attributed to SEO.

Pay per click will not optimize your web page so that it reflects who you are and what you offer. If your web site is poorly optimized before you begin to advertise it with PPC, it will still be poorly optimized afterwards. In addition, the cost per click (CPC) is dependent on the \’quality score\’ of the web page. If it\’s not effectively optimized for the search engines utilizing SEO, you will constantly be paying much more for your PPC ads in contrast to your competitors who have integrated SEO with their PPC advertising campaigns.

On the other hand, a well executed SEO plan will enhance your position inside organic search results. You will have a finely tuned website that reflects who you are and what you provide. One specific client in the dry cleaning business was averaging 8% of their new client acquisitions from their website. They utilized a conventional SEO campaign targeting 7 keyword phrases and are now seeing 83% of new client acquisitions come directly from their web page. They have been maintaining this campaign for a period of 6 months now at a cost of only $100 per month, in contrast to the $1000 per month they were previously spending on PPC advertising.

Another downfall to PPC is that when you stop paying for PPC advertising, your listings disappears and so does the traffic they bring. With the recent move by numerous PPC search engines to raise their minimum bid requirements, the charges for keywords are only going to increase over time as far more advertisers join the market, bid higher prices for each keyword and fight for the significant #1 position in the paid search listing results. With PPC advertising, it\’s a bidding war that favours advertisers with greater budgets.

In most cases, once you have great positioning in the regular search results via SEO, you will continually receive free targeted traffic. It may require some minor adjustments from time to time but all in all brings in constant free visitors so long as people are searching for your products or services. You aren\’t held hostage to having to constantly throw money at search engines to maintain your listings.

SEO should be the foundation of your online marketing strategy because in the long run, the benefits of SEO will far outweigh anything else you do.

Want to find out more about SEO? Visit AdVantage SEO on how to choose the best Search Engine Optimization service for your needs.

categories: search engine optimization,search engine optimisation,SEO,pay per click,PPC,online marketing,search engines

Related Products:

Related posts:

  1. Know Some Of The Advantages Of Search Engine Optimisation
  2. Online Marketing: Boost Your Company Sales
  3. The Advantages Of Using Article Marketing For Targeted Traffic
  4. Great Internet Marketers Dominate The Top Three Positions In The SERPs
  5. Advantages Of Rank Checking Software As Opposed To Manually Checking

Tagged with: • • • • • •

Filed under: SEO

Like this post? Subscribe to my RSS feed and get loads more!