There are two main methods for you to think about when considering internet marketing traffic. The first is SEO or Search Engine Optimization, and the second is PPC or Paid Per Click advertising. We will now look at some of the advantages and disadvantages of using SEO.
Pros: The first thing to remember is that although there are differences between SEO and PPC it is advisable to try and use both. One important point to remember in respect of SEO is users are more likely to visit your site after clicking on a natural search result than they would after clicking on a paid advertisement. In other words, users prefer visiting sites based on their own search inquiries, and this is because they have already got an idea of what it is they are looking for. By using SEO rather than PPC you will, therefore, be attracting a targeted audience to your site.
The keywords you use on your website are an important factor in terms of favorable page rankings. You will also discover that search engines like Google will allow you to display more than one page of results in the rankings, and this means you are able to deliver two messages to encourage visitors to your site. By fine-tuning your website content and creating the best possible SEO you will be able to enjoy a larger long-term return on your investment. PPC will stop delivering the results as soon as the campaign is over whilst SEO will carry on. On the other hand, Paid Per Click is able to produce quick returns on your investment (ROI) and is something to be considered when you are looking for short-term results.
Cons: You need to bear in mind that SEO results can be unpredictable, and therefore you should not rely on them to the exclusion of other methods. External factors like seasonal variations and changes in the search engines themselves can have an effect on the success of SEO.
SEO is a long-term project which needs to be worked on and maintained over a period of months in order to obtain the maximum benefit, and in order that results can stabilize over time.
It would be fair to say that no one method can deliver 100% success all of the time, and it is, therefore, advisable to use both of them. SEO brings long-term benefits such as the ability to grow and develop your business. At the same time, you can also employ PPC to maximize your return on investment, but bear in mind the need to focus on the testing as well as the conversion rates from your PPC campaigns.
And finally, don’t forget there are other marketing channels available to you. SEO and PPC are important but don’t use them to the exclusion of other methods which may also deliver benefits to you. Remember to keep in mind the ultimate goal is to achieve the long-term success of your business.