A Look At The Reasons For And Against Choosing Pay Per Click and Search Engine Optimization For Your Website Marketing
Looking at two of the ways of marketing your organisation using Online Marketing in terms of their positive and negative aspects may help you to decide which method to use for your own organisation.
Firstly we will review the pay per click system, a way of ensuring that you are visible to the people searching for your chosen keywords by paying for a Search Engine Placement in the sponsored links portion of the search results page. This procedure has a number of positive attributes. The largest is the speed at which results are seen. To set up a campaign like this takes less than an hour and within one week you will have some very helpful information about how it is going. Visitors to your site will increase immediately and as long as you are selling what the searcher understood that you were selling from your pay per click ad your sales should follow not far behind.
Another great facet of the pay per click method is that if you do happen to get something wrong, say in the choice of your keywords, it is obvious very quickly. You can see in a matter of days that although you are getting a lot of clicks through to your website no one is purchasing anything. This will prompt you to check your campaign before too much money has been poured down the drain. It is possible with pay per click to specify your budget and therefore plan financially knowing that you will spend no more that the maximum you yourself have selected.
On the down side it can still work out very costly as enquiries (clicks) go up, so too does your bill, whereas the payment for other forms of advertising stays constant no matter how many customers it draws. Also there is proven stats that shows that organic Search Engine Placement listings receive ten times the number of clicks that pay per click do, suggesting that a lot of searchers would prefer not to use them.
Now moving on to Search Engine Optimization we can see a much slower method. As it is organic or natural it tends to take a matter of weeks before any improvement is made and then as the clients website slowly climbs to page 1 the sales start to increase steadily over a subsequent period. This is definitely no quick fix. Another issue with it, unlike pay per click, is that because of it’s speed, if you do get the keywords slightly out at the beginning you will have wasted a lot of effort before you actually identify the mistake. This is one of the reasons why getting some expert advice from a Search Engine Optimization Company may well be a cost effective option.
On the up side if you do have an ongoing sales organisation the effort and the wait is absolutely worth it. The charges from the search engine optimization company, after an upfront fee are typically a small amount, say ?15 per week for every keyword that achieves a search engine placement ranking on page 1. Bearing in mind the increased number of viewers to your site from the organic listing this works out far far more cost effective than pay per click.
So on the whole it seems that pay per click is brilliant for immediate business and for one off sales. Whereas Search engine optimization would appear to lend itself to the online marketing of steady medium to long term business.
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