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When you pay a search engine for each visitor they send to your site, this is
called pay per click (PPC). Pay per click listings are usually marked as
advertisements or “Sponsored Links” and appear above or beside the search
engine’s organic listings.
Organic search engine optimization is done by optimizing the web pages of
your site itself and by creating link popularity which drives your website to
the top for the chosen search terms.
In this article, we will review the advantages and drawbacks of each method
of search engine placement.
Organic Search Engine Optimization
A myth exists that organic search engine optimization is cheap. It isn’t.
If you are targeting a search term along the lines of “web hosting”, you’ll
be looking at a minimum of four figures per year.
Even so, organic pay per click is most often more cost effective than pay per
click. Organic search engine placement is often done by creating link
popularity, and it is often a link popularity that endures long afterwards.
One of the drawbacks of organic search engine placement is the time required
to get your website to the top. As search engines do not update their indexes
(database) daily or even weekly, it can be 4 to 6 months or more to see the full effects
of a professional optimization job.
Pay per click (PPC)
Primary benefit of pay per click is the immediate results and complete
control it offers the advertiser. You can commit $10, or $10,000. You may target
one set of keywords today, and if they don’t work out you may target an
entirely different set of keywords tomorrow.
As a short term strategy, pay per click is ideal. The drawback of
PPC is the
cost. A top position for some search terms can cost thousands each day. Over the long term, organic search engine
optimization is much more cost effective.
There is a rule of thumb in advertising.
It says that if a campaign achieves full ROI, it is worth doing. That is to say,
if the cost of advertising is earned back by the ad, it’s worth doing. By this
standard, you may often justify the cost of PPC. But the fact remains that it
leaves you with little or no margin.
The purpose of organic search engine optimization is
to increase those margins.