The prevailing question among marketing professionals and businessmen right now is how to effectively market their products to their target consumers through the internet. Both Organic SEO and Pay-Per-Click (PPC) give companies the opportunity to advertise their brand and products online. In this article, we will discuss whether SEO, PPC, or a fusion of both will be most appropriate for your business requirements.
Organic Search Engine Optimization (SEO) is basically the practice of improving website traffic through White-hat SEO techniques, which allow your website to figure prominently whenever search engines turn-in the search results made by internet users. Some White-hat SEO techniques include putting more meat on content and placing more quality backlinks on the website. All of these tactics are done without violating the terms of service that the search engine has set.
One of the most popular forms of marketing done on the internet today is called Pay-Per-Click (PPC). It is an advertising model wherein companies pay website owners a specific amount of money for every click that their advertisement gets from internet users who visit the website. Advertisers would craft their own set of keywords that reflect their target market and the products that they offer. Whenever internet users would key-in words similar or related to those keywords, the website and the advertisement would most likely come up in the search results. PPC can also be used to increase traffic for a website.
Advantages and Disadvantages of Both
An inherent advantage of the use of SEO is that it comes at a lesser cost, or even at no costs at all, compared with PPC. Unlike PPC, the success of SEO fully lies on the effective implementation and execution of SEO techniques and methods to improve a website’s visibility. Furthermore, another advantage of SEO is that it becomes more beneficial as time passes. Over time, a website can continue to accumulate quality backlinks. These will have positively affect website visibility significantly and the effect would remain so long as the links are there.
However, the use of SEO also has its own disadvantages. First, it takes time for your website to become visible. A day or two may improve the ranking of a website, but such a short period of time is insufficient to push its ranking to the top spots. There is no guarantee of how long it will take for a website to become really visible to internet users, but it usually takes six months to one year. Second, there is risk in SEO. The internet is a world full of different kinds of SEO practioners and some of them use black-hat and unethical SEO techniques. You never know when they will strike, but these people have the potential to destroy your brand and credibility to consumers.
As for PPC, results and progress come in pretty fast. Rankings improve quickly. It is also pretty easy to start a PPC campaign online. Moreover, the better positions your ad gets from search engine results increases the effectiveness of your marketing campaign. Typically, ads are put on top, the right side, or below the search engine results. In addition to these, another advantage of PPC is that it allows you to focus your campaign on certain regions, countries and regions. Furthermore, PPC gives you the freedom to manage and edit the keywords you have previously set any time.
The most alarming disadvantage of PPC is that it comes at a great cost. Overtime, the costs will begin to pile up and your company may end up spending too much money on PPC. Furthermore, traffic is totally reliant on the money you pour into PPC. Once funding stops, traffic disappears into thin air almost instantly.
A thorough examination of the qualities and advantages and disadvantages of PPC would lead to the conclusion that a mixture of both would be best. Starting with PPC, then slowly switching to Organic SEO would help you maximize the results that you can achieve. Timing is always an important factor in advertising. When you need to send an important message to your consumers, it might be best to use PPC for a short period of time instead of relying completely on the slower Organic SEO. But, complete reliance on PPC may hurt your company’s resources. The use of both advertising methods also allows you to effectively manage and lessen the costs that you will incur without sacrificing the quality of the results.
Overall, internet marketing is an art. It requires crafty manipulation and employment of advertising frameworks such as Organic PPC and SEO to reach your target consumers and maximize the effectiveness of your advertising campaign.