versus Pay-Per-Click Search Engine Advertising'
Organic Natural Search Engine OptimizationversusPay Per Click Search Engine
AdvertisingBy Matt HockinInteractive Marketing,
Inc.http://www.interactivemarketinginc.comWhen you purchase visitors or clicks
from a search engine, this is called pay-per-click (PPC) search engine
advertising (or PPCSE). Pay-Per-Click Search Engine Advertising allows you to
quickly get top search engine placement by bidding (paying) for keywords related
to your product or service.Organic or Natural search engine optimization (SEO)
is accomplished by optimizing your web pages and by increasing your link
popularity by acquiring or paying for links that point to your web site. This
gives you high rankings at the Search Engines for your chosen search terms.In
this article, we will explore the strengths and weaknesses of both methods of
search engine marketing. Natural Search Engine OptimizationToday, there is a big
myth that natural search engine optimization is inexpensive and easy. For
example, if you wanted your web site to rank high for the keyword phrase life
insurance or debt consolidation youre going to need to budget a minimum of
$50,000-100,000 a year!Yet still, natural search engine optimization usually
gives you a much higher return on investment than pay per click. This is true
for two main reasons:1. More searchers click the natural search engine results
versus the pay per click ads, so youll get much more traffic for less.2. One of
the biggest factors to improving your rankings with natural search engine
optimization is by boosting your Link Popularity by acquiring or paying for
links that point to your web site. These links give you lasting results by
giving you top rankings and traffic from the search engines. Plus, the links
themselves will provide a significant boost in long term traffic.With that said,
the biggest weakness of natural search engine optimization is the time required
to generate links and tweak your web 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 of your search engine optimization campaign.Pay Per Click Search
Engine AdvertisingThe biggest benefit of pay per click is the fact that it will
provide you with an immediate boost of qualified visitors, lead and sales giving
you fast results within just hours or days. In fact, a pay per click advertising
program is your best option if you seek fast results and a good return on
investment while you are waiting for your Search 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 to quickly 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 the clear advantage over SEO. But, the disadvantage is the
cost involved. Depending on the market demand for your keywords and clicks, your
PPCSE campaign can generate tons of traffic and can cost hundreds, even
thousands per day. With various optimization strategies you can lower your
costs, but over the long term natural search engine optimization will give you a
higher return on your marketing dollar.In ConclusionThe golden rule in marketing
is that you should constantly strive for maximum results and ROI for your
budget. In other words, if your marketing is making you a profit - even if its a
thin profit - its worth it. By this model, pay per click is worth doing, but
overall pay per click will leave you with thinner margins.The reason for
conducting a natural search engine optimization campaign is to significantly
increase your margins over the long term.versusPay Per Click Search Engine
AdvertisingBy Matt HockinInteractive Marketing,
Inc.http://www.interactivemarketinginc.comWhen you purchase visitors or clicks
from a search engine, this is called pay-per-click (PPC) search engine
advertising (or PPCSE). Pay-Per-Click Search Engine Advertising allows you to
quickly get top search engine placement by bidding (paying) for keywords related
to your product or service.Organic or Natural search engine optimization (SEO)
is accomplished by optimizing your web pages and by increasing your link
popularity by acquiring or paying for links that point to your web site. This
gives you high rankings at the Search Engines for your chosen search terms.In
this article, we will explore the strengths and weaknesses of both methods of
search engine marketing. Natural Search Engine OptimizationToday, there is a big
myth that natural search engine optimization is inexpensive and easy. For
example, if you wanted your web site to rank high for the keyword phrase life
insurance or debt consolidation youre going to need to budget a minimum of
$50,000-100,000 a year!Yet still, natural search engine optimization usually
gives you a much higher return on investment than pay per click. This is true
for two main reasons:1. More searchers click the natural search engine results
versus the pay per click ads, so youll get much more traffic for less.2. One of
the biggest factors to improving your rankings with natural search engine
optimization is by boosting your Link Popularity by acquiring or paying for
links that point to your web site. These links give you lasting results by
giving you top rankings and traffic from the search engines. Plus, the links
themselves will provide a significant boost in long term traffic.With that said,
the biggest weakness of natural search engine optimization is the time required
to generate links and tweak your web 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 of your search engine optimization campaign.Pay Per Click Search
Engine AdvertisingThe biggest benefit of pay per click is the fact that it will
provide you with an immediate boost of qualified visitors, lead and sales giving
you fast results within just hours or days. In fact, a pay per click advertising
program is your best option if you seek fast results and a good return on
investment while you are waiting for your Search 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 to quickly 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 the clear advantage over SEO. But, the disadvantage is the
cost involved. Depending on the market demand for your keywords and clicks, your
PPCSE campaign can generate tons of traffic and can cost hundreds, even
thousands per day. With various optimization strategies you can lower your
costs, but over the long term natural search engine optimization will give you a
higher return on your marketing dollar.In ConclusionThe golden rule in marketing
is that you should constantly strive for maximum results and ROI for your
budget. In other words, if your marketing is making you a profit - even if its a
thin profit - its worth it. By this model, pay per click is worth doing, but
overall pay per click will leave you with thinner margins.The reason for
conducting a natural search engine optimization campaign is to significantly
increase your margins over the long term. ABOUT THE AUTHOR Matt
Hockin is President of Interactive Marketing, Inc., a small business marketing
consulting company and the editor of the Interactive Marketing newsletter, one
of the Internets leading free small business marketing newsletters. Subscribe
now at http://www.interactivemarketinginc.com
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