With the current rise of pay per click (PPC) advertising services such as Yahoo Search Marketing, Google and Microsoft adCenter, professional search engine optimization (SEO) companies are having to deal more and more with the issue of why their clients should spend money on traditional SEO when they can simply spend money on PPC and see instant results in the search engines.
Traditional Search Engine Optimization
First I will define what traditional SEO is. Search engine optimization (SEO) is the process of improving the volume or quality of visitors to a web site from search engines via \”natural\” or un-paid (\”organic\” or \”algorithmic\”) search results as opposed to search engine marketing (SEM) which deals with paid inclusion. In straightforward terms, SEO is the basic activity of making certain a webpage can be located in search engines for specific words and phrases
Pay Per Click
Now I will define what PPC is using Google Adwords as an example. PPC or pay per click is a service in which an advertiser selects specific keywords or phrases and then creates a listing that will show up when someone searches for that phrase. The advertiser selects an amount they are willing to pay for each click on their listing which results in a visit to their site – thus the term \”pay per click\”. At Google Adwords, you can bid anywhere from $.10 up to $50.00 for each click.
If other advertisers have picked the same keyword or phrase as yours, you then are competing against them for the highest position. Whoever is ready to spend the most shows up first and the others following in order. What PPC has granted one to do then is to easily \”pay\” their way to the top whereas conventional SEO takes a great deal of time and effort.
The overriding question then is how valuable is PPC and should it replace standard search engine optimization techniques?
Pros and Cons of Pay Per Click
First of all you must understand that PPC will never help improve your positioning in the regular editorial search results. PPC listings most always appear in a \”Sponsored or Featured\” area which is usually at the top or side of the regular search results. While it is nice to \”show up first\”, however recent studies by Comscore shows that clicks on paid search results has gone down over time, and is now ~22%. That means 3 out of 4 people will trust the results in the organic listing compared to the results in the PPC listing, and will click on the organic results – which are attributed to SEO.
Pay per click will not optimize your site so that it reflects who you are and what you offer. If your site is poorly optimized before you begin to advertise it with PPC, it will still be poorly optimized afterwards. Furthermore, the cost per click (CPC) is dependent on the \’quality score\’ of your web page. If it is not properly optimized for the search engines using SEO, you will always be paying more for your PPC ads compared to your competitors who have integrated SEO with their PPC advertising campaigns.
On the other hand, a well executed SEO plan will improve your position in the organic search results. You will have a finely tuned web site that reflects who you are and what you offer. One particular client in the dry cleaning business was averaging 8% of their new client acquisitions from their web site. They employed a traditional SEO campaign targeting 7 keyword phrases and are now seeing 83% of new client acquisitions come directly from their web site. They have been maintaining this campaign for a period of 6 months now at a cost of only $100 per month, compared to the $1000 per month they were previously spending on PPC advertising.
Another downfall to PPC is that when you stop paying for PPC advertising, your listings disappears and so does the traffic they bring. With the recent move by many PPC search engines to raise their minimum bid requirements, the prices for keywords are only going to increase over time as more advertisers join the market, bid higher prices for each keyword and fight for the important #1 position in the paid search listing results. With PPC advertising, it\’s a bidding war that favours advertisers with bigger budgets.
In most cases, once you have great positioning in the regular search results via SEO, you will continually receive free targeted traffic. It may require some minor adjustments from time to time but all in all brings in constant free visitors so long as people are searching for your products or services. You aren\’t held hostage to having to constantly throw money at search engines to maintain your listings.
SEO should be the foundation of your online marketing strategy because in the long run, the benefits of SEO will far outweigh anything else you do.
Want to find out more about SEO? Visit AdVantage SEO on how to choose the best Search Engine Optimization service for your needs.
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