The traditional offline markets have gone online. People surf through the Internet more today than yesterday, and as the number is only increasing, webmasters can take advantage of this trend with targeted advertising to grow profits and capture a larger audience.
Competition is extensive down the Internet alley as it’s too crowded and congested. To win the challenge, two of the most promising strategies are organic SEO and pay-per-click advertisements. In this article, we will discuss about these two approaches and decide which is better.
Research has it that about sixty to seventy percent of Internet users go to Google to search with their rightful keywords. And almost every time, they trust that the first page includes the most definite hits that their search terms matched, hence they don’t resort to viewing the succeeding pages.
Simple logic states that when you rank higher on a search engine, you have increased chances to drive massive traffic to your website. How do you make your website hit or rank in the first page of Google and other major search engines then?
Entering the scene is organic SEO. Following friendly guidelines aligned to search engines, you can use SEO strategies to operate on the structure of your website and also expand its features to attract networks and be ranked on major search engines. Governed by sets of algorithms, SEO uses analytical checkpoints to match user queries for them to view the best possible useful information from your content.
There are two aspects in SEO marketing. One is onsite or on-page which includes setting effective meta tags and coding tags, relevant image alt attributes, and having good website structure and navigational flow. In general, these activities consist of tweaking codes in your website to include targeted keyword phrases searched by users.
The other is offsite or off-page SEO which includes creating links to related sites and submitting these to directories and portals, releasing of articles to social networks and the press, syndication of videos, etc. These factors will help to increase the quality and number of incoming links to your website and foster your presence in online social media.
In most websites you have come across, you’ve probably noticed that there are sponsored listings lingering on the page. When you click on them, you will be directed to a link that advertises about a product or service or to a company website that makes you want to learn about their offerings. These listings are composed of pay-per-click ads, which are seen almost every time you make a search.
Basically, PPC is a web-marketing tool that webmasters use to place their advertisements with search engines for a cost per click. How your link will arrive in the list is through a bidding process, whereby the highest bidder will be granted the top position of the ad.
Aside from this, some providers of PPC advertising allow you to create your own ad. In this way, you will have more control over your campaign and you’ll be more enabled to manage your target audience as you can specify the geographical location, topic or industry where you target market belongs.
In laymen’s terms, you can think of SEO as farming and PPC as hunting; you plant as many links and connect to as many networks you can in SEO, while you hunt for “preys” or surfers who will be interested enough to click on your ad and land to your website. Both of these require a good selection of attracting keywords to market your website. In return, they will help to lessen your sales costs and increase your ROI.
In PPC, you can get more immediate results—by just winning the bidding, your ad will land on your markets’ screen you’ll soon get a boost of traffic. This instant gratification scheme is more expensive, though, and the moment you run out of funds to pay for the ad position in the listing, you’re almost back to square one.
On the other hand, in SEO, you must be patient and careful enough to wait and work before seeing some major improvement on your site’s traffic. Organic SEO is a slow but sure process. Partnered with aggressive and consistent marketing efforts, great content development, researching of keywords constantly and keeping up with the search engines’ trend, building a good reputation using SEO strategy can take four to six months. And if you’re not an SEO expert yourself, you must hire professional people to do it for you.
The results are long lasting; as time passes by, when you have built more and more links directing to your website, your online presence will be more eminent. Once you attain the goal, you can be guaranteed of a steady profit.
Both organic SEO and pay-per-click advertisements bring traffic to a website. The whole purpose of online marketing is ultimately generating leads and wealth out of the products or services that the business deals in. Whether it is SEO or PPC, if the strategic plan for executing the campaign is not foolproof then the complete investment might just go into waste.
To be successful in targeted advertising, you should build pages with SEO and consider PPC ads at the same time, as these two methods go together like macaroni and cheese or peanut butter and jelly. When you have a website or online business, apparently, you have to be visible and keep your targeted consumers’ eye. Investing in both of these options is most desirable.
About the Author:
Alexis Thompson is an alumna from Martin College Australia, a former Mountain Backpacker and a 26 year old mother of 2 daughters, Sophie and Rhian. She is into almost all types of Music especially The Fray and Hillsong. She also has a passion in Singing and Scrap Booking. Follow her escapades on her Twitter.