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There is perhaps a no better level playing field than
the internet and a company can achieve great success
by increasing the traffic to it's website. With the
internet there are two key ways of bringing in that
website traffic — search engine optimisation or
pay per click advertising. So the question stands, which
is better for your company? The following information
will look at the advantages and disadvantages of both.
Search Engine Optimisation Advantages and Disadvantages
SEO Advantages: Google state that
72% of search engine users prefer to click on a top
ranked site rather than a paid advert believing rightly
or wrongly, that an organic search will produce a more
accurate result. So having optimised your web page for
a specific keyword phrase your entry has a far greater
chance of being chosen if it appears in the first 3
pages of a search engine results position. (SERP). It
should also be noted that these are qualified leads
as they are looking specifically for what your sell!
SEO Disadvantages: Work! That's right,
to achieve a top ranking position takes work. It takes
time to identify the correct keywords and then optimise
each page of your website. Add to this the time taken
to identify good quality links, building on your sites
relevance to these keyword phrases and you can see the
work involved. This is a continuous and ongoing process
of optimisation, review, refine and optimise all to
ensure that a high page rank is achieved.
Pay Per Click Advantages and Disadvantages
PPC Advantages: It's produces results
fast! — A pay per click advert can be ready within
hours and if the right keywords are selected, the results
can be very good. Most search engines offer some form
of paid advertising, giving your a wide selection of
areas to market in.
PPS Disadvantages: Every time somebody
clicks on your advert your account is charged. As a
result this can be quite expensive and the more competitive
your market place the high the rate per click. This
makes the choice of keywords even more important, as
you only want your advert to attract the right sort
of potential customers thereby keeping the costs down.
Which is right for you?
In general, a mixture is usually the way forward. If
you have the need for a short term marketing campaign
of a very specific nature and need results quickly then
pay per click is generally the way forward. If you are
into internet marketing for the long haul and don't
have a large marketing budget then search engine optimisation
is the way to go. One thing is certain for both types:
make sure that the landing page is tailored to the search
engine phrase so that your chances of conversion is
much higher as it deals directly with the subject matter
the searcher was looking for.
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