Wednesday, March 25, 2009

SEO Or PPC Which is Best?

Which is better, Search Engine Optimization (SEO) or Pay per Click (PPC)?
In our opinion, the best approach is to combine SEO and PPC. During the initial period of site promotion, PPC carries an advantage because good listings can be achieved in 3 - 6 working days. Organic listings take longer to achieve, as the site needs to first be automatically indexed by the search engines.
What are SEO and PPC and how exactly do they help your business?
80 - 85% of surfers use a search engine to find what they are looking for. If your site ranks higher in a search engine for a specific search, you have a better chance of bringing traffic to your site. SEO means optimizing your web pages for particular key phrases. This can give you higher rankings at the search engines for your chosen search terms. Optimization means you need to get a number of factors right - technical infrastructure; key words and phrases; page titles and H tags; enough
relevant, well written copy; effective linking strategies; xml sitemaps and more. SEO is not about tricking the search engines but about understanding what elements search engines look for to help determine the relevance of the page to a search term by understanding what the search engines take into consideration.
PPC is a form of search engine marketing that involves buying website traffic from the search engines. You bring traffic to your site by visitors clicking on an advert shown in the "Sponsored Listings". Every time the advert is clicked a charge is made to the advertiser. Behind the ad there are 'keywords' and you bid on certain keywords to bring relevant traffic to your site. You only pay for users that click through your listing and arrive at your site. A very important point to keep in mind with pay per click is you must test, test, and test some more. Don't start off with a major investment. Start with the minimum and see how the search engine performs in terms of the traffic it delivers and how well that traffic converts into paying customers. An essential part of your testing is having a method in place that allows you to track your return on money invested.
How can SEO and PPC help your business?
Research shows that 'consumers' rely on search engine results to a greater extent than advertisements in other media, during their decision making process.
Search Engine Results 41%
Print Ads 10%
TV Ads 9% Between 68% -72% of searchers believe Organic (SEO) results produce the most relevant information. More than 93% of searchers won't look beyond the results of the first two pages.
72% of searchers who use a search engine to look for a specific product or service will purchase or request more information from that company, only if they easily find what they are looking for when they land on your website.
Website-based leads are 62% more profitable than other forms of media. Investments in SEO generate higher returns than investments in other media.

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