Pay Per Click and Search
Engine Optimization: A Perfect Marriage
by: Halstatt Pires
Pay per click or search engine optimization, which one should
you use? Many view PPC marketing as a colossal waste of money
while others disdain search engine optimization. In reality, the
two marketing strategies form a perfect marriage.
Pay-Per-Click - PPC
PPC marketing is a love it or hate platform. For the “love it”
crowd, PPC marketing is a way to get instant exposure and
feedback on site designs. In a matter of minutes, you can start
receiving traffic and adjusting your site to convert the traffic
at the best rate possible. For those in the “hate it” crowd,
bids are to high and one never knows how may of the clicks are
fake and worthless.
Search Engine Optimization – SEO
As with PPC, seo marketing has its proponents and detractors.
Those who love it look at the free traffic and glorious
profitability of a site that converts the traffic at a decent
rate. Detractors view seo as an unnecessary waste of time since
it can take a year or more to get high rankings, particularly on
Google. Detractors also argue that high listings are subject to
changes in the search engine ranking process, which means you
can lose your rankings.
So, who is right? In truth, both sides make accurate arguments.
PPC is expensive and click fraud is a monstrous problem. Seo
produces free traffic, but it takes along time to get to the top
and rankings are subject to the whims of search engine ranking
changes. The truth, of course, is both marketing platforms
should be used whenever possible.
Marketing Marriage
Every site is unique, but most should combine PPC and seo
marketing as part of an overall internet marketing strategy.
When starting out, the PPC campaign is critical for getting
immediate traffic and tweaking the site to maximize conversions.
At the same time, a seo campaign should be undertaken. As the
site rises in search results, the PPC campaign should be fazed
out for the relevant high listings.
PPC and seo marketing are not mutually exclusive. When married
together as part of an overall marketing strategy, both
platforms will deliver the goods.
About the author:
Halstatt Pires is with MarketingTitan.com- an Internet marketing
and advertising company. To read more marketing articles, visit
MarketingTitan.com
