When you purchase visitors or "clicks" from a searchengine, this is called "pay-per-click" (PPC) search engine advertising(or PPCSE). Pay-Per-Click Search Engine Advertising allows you toquickly get top search engine placement by "bidding" (paying) forkeywords related to your product or service."Organic" or "Natural" search engine optimization (SEO) isaccomplished by optimizing your web pages and by increasing your "linkpopularity" by acquiring or paying for links that point to your website. This gives you high rankings at the Search Engines for yourchosen search terms.
In this article, we will explore the strengths and weaknesses of both methods of search engine marketing.
"Natural" Search Engine Optimization
Today, there is a big myth that natural search engineoptimization is inexpensive and easy. For example, if you wanted yourweb site to rank high for the keyword phrase "life insurance" or "debtconsolidation" you're going to need to budget a minimum of$50,000-100,000 a year!
Yet still, natural search engine optimization usually givesyou a much higher return on investment than pay per click. This is truefor two main reasons:
1. More searchers click the natural search engine results versus the pay per click ads, so you'll get much more traffic for less.
2. One of the biggest factors to improving your rankingswith natural search engine optimization is by boosting your "LinkPopularity" by acquiring or paying for links that point to your website. These links give you lasting results by giving you top rankingsand traffic from the search engines. Plus, the links themselves willprovide a significant boost in long term traffic.
With that said, the biggest weakness of natural search engineoptimization is the time required to generate links and "tweak" yourweb pages and keywords to get those prized high rankings you so desire.It can literally take 3 months or more to finally enjoy the benefits ofyour search engine optimization campaign.
Pay Per Click Search Engine Advertising
The biggest benefit of pay per click is the fact that it willprovide you with an immediate boost of qualified visitors, lead andsales giving you fast results within just hours or days. In fact, a payper click advertising program is your best option if you seek fastresults and a good return on investment while you are waiting for yourSearch Engine Optimization (SEO) program to "ramp up."
Depending on your traffic goals, you can budget $100 or$100,000. PPCSEs also give you the added benefits of being able toquickly test your web site and track your conversion rates (leads,opt-ins, and sales) and turning keywords (visitors) on and off easily.
So, as a short term strategy pay per click gives you theclear advantage over SEO. But, the disadvantage is the cost involved.Depending on the market demand for your keywords and clicks, your PPCSEcampaign can generate tons of traffic and can cost hundreds, eventhousands per day. With various optimization strategies you can loweryour costs, but over the long term natural search engine optimizationwill give you a higher return on your marketing dollar.
In Conclusion
The golden rule in marketing is that you should constantlystrive for maximum results and ROI for your budget. In other words, ifyour marketing is making you a profit - even if it's a thin profit -it's worth it. By this model, pay per click is worth doing, but overallpay per click will leave you with thinner margins.
The reason for conducting a natural search engineoptimization campaign is to significantly increase your margins overthe long term.
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