The Internet has changed small business dramatically. With the popularity of smart phones and other devices, more people are using the Internet to find businesses than ever before. As a result, small businesses must focus on Internet marketing to build the client base necessary for success. Choosing the right technique for Internet marketing is crucial, and businesses must decide where to invest their time and energy. While there are number of options available, the two most powerful are search engine optimization, also called SEO, and pay-per-click advertising, also called PPC. Here are some of the pros and cons of these techniques.
What is SEO?
Search engine optimization is the art of improving a website?s rank in the major search engines. Research has consistently shown that users click on the top results of a search query, and very few access the second page of search results. Because of this, businesses with results near the top of the page will see a tremendous amount of interest, but those who come near the end will find limited success.
Advantages of SEO
SEO is not viewed as advertising, and users will not view high rankings as a sign of a marketing campaign. Because of this, users give a tremendous amount of credibility to high search engine rankings. Further, rankings tend to stay stable over long periods of time, and businesses that are able to achieve high rankings will often see continued success. Users trust Google and other search engines, and a high ranking is viewed as testimony of a company?s reputation. Because of this, SEO is widely regarded as the best marketing technique in terms of return on investment. There are many SEO companies out there who will explain the process in more detail and give a quote for their services.
Disadvantages of SEO
There are, however, some facts that business owners will want to be aware of. SEO takes time to implement properly, and it may take months before businesses see any results. Further, SEO requires a substantial upfront investment; while the long-term results are worth this investment, it may be daunting for new businesses. While search engine results tend to be stable if SEO is performed by a reputable company, search engine providers sometimes tweak their ranking algorithms. As a result, businesses may see their rankings change substantially over time.
What is PPC?
While Google?s name is synonymous with search engines, they are an advertising company. By implementing a sophisticated pay-per-click program, Google is able to capitalize on web traffic in an unprecedented manner. With PPC advertising, advertisers only pay when a user clicks on an ad. Because of this, companies can be assured that their advertising money is spent on traffic and not simply on ad impressions.
Advantages of PPC
For those who want immediate result, PPC is the best option. Ads are shown as soon as they are created, and users may begin clicking in minutes or hours. Further, PPC allows a tremendous amount of flexibility. Companies can try a variety of techniques and find the most effective ads. Because the cost per click is so low, companies can track results and determine the most effective ads.
Disadvantages of PPC
PPC does not, however, leads to a self-sustaining ecosystem. PPC ads must be continuously bought, and there are no long-term gains when choosing PPC. Because of this, business owners must be willing to have an ongoing marketing budget. It is important to continuously track ads and determine if they are profitable. It may be necessary to tweak ads over time.
Editorial Staff at ModernDignity is a team of ?Bloggers ?led by Wilson Maina. Page maintained by Wilson Maina.
Source: http://www.moderndignity.com/seo-versus-ppc/
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