A Review Of The Reasons For And Against Using Pay Per Click and Search Engine Optimization For Your Internet Site Promotion

Posted by ExternalContributor on Dec 14, 2009 in Other Views | 4 comments

Looking at two of the ways of advertising your company using Online Marketing in terms of their positive and negative aspects may help you to select which method to use for your own company.

Firstly we will review the pay per click offer, a way of ensuring that you are visible to the people searching for your selected keywords by paying for a Search Engine Placement in the sponsored links area of the search results page. This procedure has a number of positive attributes. The biggest is the speed at which results are produced. To set up a campaign like this takes less than an hour and within seven days you will have some very valuable information about how it is going. Visitors to your site will grow immediately and as long as you are offering what the searcher understood that you were selling from your pay per click advert your sales should follow not far behind.

Another great part of the pay per click method is that if you do by chance get something wrong, say in the choosing your keywords, it is apparent very quickly. You can see in a matter of days that although you are getting lots of clicks through to your website no one is purchasing anything. This will prompt you to review your campaign before too much money has been chucked down the drain. It is possible with pay per click to quantify your budget and therefore plan financially knowing that you will pay no more that the maximum you yourself have chosen.

On the negative side it can still work out very costly as enquiries (clicks) go up, so too does your bill, whereas the cost of other forms of advertising holds level no matter how many customers it brings. Also there is proven data that shows that organic Search Engine Placement listings attract ten times the number of clicks that pay per click do, suggesting that a lot of searchers would prefer not to use them.

Now moving on to Search Engine Optimization we can see a much slower route. As it is organic or natural it usually takes a matter of weeks before any progress is made and then as the clients website slowly climbs to page 1 the sales start to increase steadily over a subsequent period. This is absolutely no quick fix. Another issue with it, unlike pay per click, is that due to it’s speed, if you do get the keywords wrong at the start you will have wasted a lot of effort before you actually notice the error. This is one of the reasons why getting some professional advice from a Search Engine Optimisation Company may well be a cost effective way forward.

On the positive side if you do have an ongoing sales company the effort and the wait is absolutely worth it. The costs from the search engine optimization company, after an upfront fee are normally a small amount, say