While developing an effective internet marketing strategy for your business, one of the decisions you will need to make is on the SEO techniques to use. You could go for organic SEO or Pay Per Click (PPC but also known as inorganic SEO). And neither of the two is necessarily bad. In fact, here are two techniques that can both deliver results (granted, at different time intervals) and where each has its advantages and disadvantages.
So the question is which one to choose? Well, the bottom line in marketing is to attain maximum results but within minimal reasonable cost. It is your marketing strategy and your business goals that will determine which approach is most suitable for you. With this in mind, let us look at the differences between PPC and organic SEO.
PPC (pay-per click) is an approach to search engine ranking (it is in fact search engine advertising) where you pay to have your site listed among the first results of a particular keyword search. It is called Pay Per Click because you only pay the search engine when someone clicks on your link. PPC thus keeps your site on the front page solely because you are paying for it. Organic SEO on the other hand takes the more natural and somewhat traditional approach to drawing traffic. Here, it is the content of your website coupled with other off page optimization techniques that will see your page move up the ranks.
The fundamental differences between PCC and organic SEO are the cost, the effort that goes into each and thus the amount of time it takes to get results. PPC advertising is relatively costly, takes virtually no effort on your part and yields results in a matter of hours or days. If you want to get your business out there quickly and have the budget and supply chain logistics to handle a sudden rise in clients, then PPC may be the thing for you.
The tipping point for PPC is where the cost outweighs the conversions. Since you pay each time someone clicks on your link, having too many clicks can see your advertising costs skyrocket beyond the amount of revenue you are making from people that visit your site and make the purchase.
Organic SEO is relatively cheaper than PPC but takes more time and effort to set up. Of course organic SEO is not completely free especially if you choose to engage an SEO consultant to either implement or advise you on what would be the best approach. SEO requires constant monitoring. You have to continually tweak the content on your site in order to create content that is attractive to search engine bots. But if you keep at it, organic SEO can draw in much more traffic than a PPC campaign. More internet visitors will click on a link on the organic search results than a PPC advert.
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