SEO vs. Paid search advertisements

When it comes to digital advertising, everyone is going after the same prize:

The top spot on the first page of search results. King pin of these is Google, but Bing, Yahoo, and AOL will also do quite nicely. Achieving that top spot takes strategizing and investment, and not a little patience. Here are the pros and cons of SEO vs. paid search advertisements.

Search Engine Optimization

Search Engine Optimization (SEO) involves fine-tuning of content marketing to include the keywords and search terms that consumers are most likely to enter into a search engine. Consistent, high quality content is key, usually posted to a blog or the company’s home page. It’s attractive to marketing managers because if you can achieve a high ranking, people will almost certainly enter your site and you’ll see a quick ROI (return on investment). Organic search results such as these are considered more trustworthy than paid ads and your site might show up under any search engine.

The downside is, good SEO takes months of content publishing to make any headway on search rankings. And if you’re selling a good with a lot of online competition, the struggle to make that first search page will be even higher. Another downside is the changeability of search engine algorithms which dictate how high your site’s ranking is. In a single shuffle, your hard work can be erased into online oblivion.

Paid search advertizing

Paid search advertisements also aim to get you high up the search engine results page, but you pay for that top spot, rather than creating content to inch yourself closer to it. You specify the keywords that would trigger your ad, so you know how visitors will enter your site, and you won’t be impacted by algorithm changes. However, this type of advertising is very expensive and requires constant upkeep. It’s also a bit more complicated than SEO, which is why many small businesses hire out to have it handled by professionals rather than do it themselves.

Pay per call marketing

Another option which is inexpensive and simple to control is pay per call, which is a partnership between you and affiliates. Affiliates are often bloggers who write about material similar to what you sell or other companies with complementary items. They post your contact information but you only pay whenever they generate a qualified customer, rather than just curious visitors.

Source: Huffington Post

SEO Perfect Company

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