The internet is becoming the nation’s number one financial consultant. More people are using search engines and online portals to find out information and see what types of services are available to them. Statistics show that majority of online user aren’t teenagers, they are people who are working and making money. The internet has become a marketplace for business owners and is a perfect opportunity to capitalize on this ever increasing demographic of consumers looking to better their financial situation.
SEO and PPC campaigns (like Google Ads etc) are two methods however, that are best-known and highly result oriented. Both SEO and PPC based web-marketing have their own advantages, however, this article is meant to explain the difference between these methods in the perspective of a website and to provide an insight to website owners as to which way to choose for a particular website and the circumstances that surround its business. In this article are also listed some reasons as to why SEO (‘white-hat’, not ‘black-hat’) is a preferable option in many ways to PPC both in the long term and with respect to cost effectiveness.
SEO is based on natural ranking on search engines. Larger search engines, which serve millions of browsers every day, rank search results in terms or relevancy and use algorithms to calculate this relevancy. When a search is made on a search engine, sponsored and higher-ranked results show up first. A website is ranked for the kind of information it provides and the value and relevancy of the content in relation to the search. SEO is the process of making a website more relevant against given key words.
Natural (or organic) SEO is an effort to rank better naturally, in terms of what actually defines a relevant search result, as opposed to PPC, for which a fee must be paid for a sponsored result each time that result is clicked, and which a surfer may or may not trust simply due to that fact that it is an advertisement. Both can provide end- results; however SEO is harder, takes a little longer but costs much less and generates more traffic. Patience is the key, as rankings come with time and effort in optimization; the rewards far exceed the cost.
Cost:In 2007, $7.75 billion were spent on search engine marketing (SEM: both SEO and PPC) out of this, 87% was spent on PPC campaigns while approximately $1billion were spent on SEO. This ratio is asymmetric due to the fact that PPC campaigns cost a lot more due to the higher progressively higher keyword acquisition costs, click-wastage and click-fraud. SEO costs are lowered due to higher conversion rates (reported to be 4.2% as compared to 3.6% for PPC) and the fact that there is no cost-per-click to the website implementing SEO services as there is for PPC.
Keywords & search patterns: In SEO, content is developed and distributed, linking to the website in question, with respect to the relevant keywords for that website. This improves the websites organic (natural) rank, which is a far more permanent rank. According to research (forester) more than 75% surfers use organically ranked results first and dismiss sponsored results as less relevant, due to the fact that they are advertisements. SEO can be used to develop a website’s business in the long-term and prepare it for higher levels of traffic.
To offer the best online business results, SEM service providers offer a wide range of Search Engine Marketing services that are specifically customized in compliance to your business-model, requirements and website structure. These Search Engine Marketing services are designed and developed by professional search engine experts, programmers and link builders etc. These professionals have enough experience and the knowledge-base in the respective business domains. These SEM Services professionals operate under the strict guidance of SEO strategies.