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Discover the Advantages and Disadvantages of Search Engine Optimisation (SEO) vs Pay Per Click

You've just launched your new website (ordifferent search terms and offers etc, and to
launched the redesign) and now you're sittingmeasure the results.Paid: DisadvantagesClicks
back waiting for the orders to roll in. Butcan be expensive. Bidding wars often
wait a minute, something's wrong... thereerupt.You must keep paying for the clicks
don't seem to be any. It's as if your siteevery month. If your budget is ever cut, your
doesn't exist.Well, I hate to burst yourlistings will disappear, along with your
bubble, but unless you have either a wellsearch engine traffic.Most people (research
publicised site or many websites linking toindicates between 60 and 80 percent) will
yours, you're going to have to rely on theclick on the organic results rather than the
search engines. And if your site doesn't ranksponsored (paid) results.It requires a time
in the first three result pages, it's moreinvestment to monitor and adjust listings on
than likely you won't be found at all.So...a constant basis, or budget to outsource this
you know what's coming next; that's right,activity.Listings are subject to editorial
you need a good dose of search engineacceptance. With SEO, you can state whatever
marketing (SEM) to make sure your site getsyou like on your website (which is where the
listed on the search engines' results pages.search engines pull your page title and
Do this and the traffic to your website willdescription). But with PPC, editors insist
soon follow."Right", I hear you say. "Let'sthat all listings be factual and that you not
do some search engine marketing then..."Wellcompare your company with others. This means
that's certainly a good start! But first youthat even if you are the "largest" provider,
have to work out your approach to maximiseyou can't state that.Now you know a bit about
your returns. Let's call this your searchthe advantages and disadvantages of both
engine marketing strategy. In order to createorganic and paid search engine marketing, you
an effective strategy you need to understandmust decide how to approach your online
a bit more about how search engine marketingmarketing campaign.Organic marketing is
works. Currently, we can roughly-speakingprobably best if:You want to spend some time
separate search engine marketing into twoon search engine marketing upfront and have
different approaches:Organic: includingit pay off in the future, on conceivably
search engine optimisation, links from otherevery search engine there is around the
websites and offline marketing.Paid:world.You have a budget to do some work now,
including pay per click, paid submission andand want to save money later on.Your site is
online advertising (banner ads).So to helpfairly simple, without a lot of complicated
you further, I've listed below the advantagesbells and whistles.You can afford to wait a
and disadvantages to each approach to SEM andmonth or two for results.You don't want to
outlined my recommendations.Organic:have to manage or maintain anything on a
AdvantagesThe majority of the work behinddaily, weekly or monthly basis.Paid
search engine optimisation (SEO) is a one-offadvertising may be for you if:You want to get
activity, and so is usually charged out at aup-and-running quickly.You have a promotion
set upfront fee.The changes made to yourwhere you want to be able to turn a PPC
website will probably still be relevant andcampaign on and off.You want to be able to
driving traffic to your site a year fromtest search terms, products or offers and
now.Credibility: most people (researchquickly see results.Your site is search
indicates between 60 and 80 percent) willengine-unfriendly and you don't want to
click on the organic results rather than theinvest in changing it.You're confident you'll
sponsored (paid) results.If you rank well inhave the budget to spend for the long haul,
one of the major search engines (Google/Yahooand you have time to maintain positions on a
MSN), you will most likely show up in theregular basis.Of course many companies and
majority of the search enginesbusinesses tackle both organic and paid SEM
worldwide.Organic: DisadvantagesChanges mustat the same time, and this is what I would
be made to your website's code. Normally thetypically recommend to maximally attract
changes are invisible to visitors. However,qualified traffic to a website.If you are
if you have invested heavily in a searchcurrently designing your site, or redesigning
engine-unfriendly site, the process can bean existing one, make sure your developer
time-consuming and costly; and occasionallyknows how to create search engine optimised
significant changes may need to be made tocode or is working closely with a SEO
your site's copy, navigation or design. Ofconsultant. Getting it right from the
course ultimately, you'll see returns if youbeginning will save you time and money in the
commit to the neccessary changes.Resultslong run. And it needn't cost a fortune
(rankings and traffic) start slowly. You willeither if you tackle this upfrontIf you have
normally see results within 3-4 months.Therean existing site you wish to optimise, you
can be no guarantee. As the search enginesmay have a hard decision to make if your
themselves have the final say, you can'tcurrent site is not search engine friendly.
predict how many rankings you'll get for aIf your site has been built using extensive
particular search term or engine; nor can youuse of frames or dynamic pages (your URL may
predict how much traffic you'll get to yourlook like: the cost to rectify these
site.Paid: AdvantagesPay per click (PPC)problems can be discouraging. If this is the
advertising programs are fast to implement.case, now may be the time to seriously
It usually takes two to three weeks to set upconsider redesigning your site earlier than
and run. Google AdWords are up-and-running asyou'd planned.Either way, the use of a small
soon as you start the campaign, and Overturepaid (pay per click) advertising campaign
listings are live within 3-5 business daysbefore optimisation can be a great way to
(after an editor reviews them).Nothing has tonail down those essential keywords to use
change on your web site, although I wouldthroughout your site's copy by recording
recommend you create targeted landing pageswhich keywords customers respond to the most
for each advertisement as they've been provenin your campaign.David Crowther is the
to increase conversions (but that's anotherdirector of NerveCentral, whose mission is
subject for another time!).There is no limitsimple: to maximise its clients business and
to the number of terms or keyword phases youprofit through the web. We have provided web
can bid on.PPC is good if you intend to runsolutions for many organisations and small
promotions through your site, as you can turncompanies, including well-known corporates
the PPC campaign on and off whenever yousuch as Thomson Travel Group, Q8, Edding,
choose.You can dictate where the listingGlaxoSmithKline, Galderma, and Hertz.
appears on the result's page (within theDownload our free report 5 (Often Missed)
sponsors' ads area) and determine what the adUsability Tips for your Website to Increase
says.It's very easy to test all yourProfit now!



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