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Pay Per Click and Search Engine Optimization
Pay Per Click and Search Engine Optimization
by: Halstatt Pires
Pay per click or search engine optimization, which one should you use?
Many view PPC marketing as a colossal waste of money while others disdain
search engine optimization. In reality, the two marketing strategies form
a perfect marriage.
Pay-Per-Click - PPC
PPC marketing is a love it or hate platform. For the “love it” crowd,
PPC marketing is a way to get instant exposure and feedback on site designs.
In a matter of minutes, you can start receiving traffic and adjusting
your site to convert the traffic at the best rate possible. For those
in the “hate it” crowd, bids are to high and one never knows how may of
the clicks are fake and worthless.
Search Engine Optimization – SEO
As with PPC, seo marketing has its proponents and detractors. Those who
love it look at the free traffic and glorious profitability of a site
that converts the traffic at a decent rate. Detractors view seo as an
unnecessary waste of time since it can take a year or more to get high
rankings, particularly on Google. Detractors also argue that high listings
are subject to changes in the search engine ranking process, which means
you can lose your rankings.
So, who is right? In truth, both sides make accurate arguments. PPC is
expensive and click fraud is a monstrous problem. Seo produces free traffic,
but it takes along time to get to the top and rankings are subject to
the whims of search engine ranking changes. The truth, of course, is both
marketing platforms should be used whenever possible.
Marketing Marriage
Every site is unique, but most should combine PPC and seo marketing as
part of an overall internet marketing strategy. When starting out, the
PPC campaign is critical for getting immediate traffic and tweaking the
site to maximize conversions. At the same time, a seo campaign should
be undertaken. As the site rises in search results, the PPC campaign should
be fazed out for the relevant high listings.
PPC and seo marketing are not mutually exclusive. When married together
as part of an overall marketing strategy, both platforms will deliver
the goods.
About the Author
Halstatt Pires is with MarketingTitan.com-
an Internet marketing and advertising company. To read more marketing
articles, visit MarketingTitan.com.
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