Paid Advertisement vs. Search Engine Optimization (SEO)
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Today, as I tried to sell our Search Engine Marketing services to a potential client, I realized that everyone has the same questions regarding the type of services available. In this case, this individual needed to know how much time it would take for him to start seeing results and generating leads. His concern was time, he wanted to have quick and sustained results.
As a good professional, I like to always provide the best advice. And my response to him was giving him something to think about in terms of his budget. So let me define the two main approaches to Search Engine Marketing and the decision will be much easier to make.
- Paid Advertisement or Pay Per Click (PPC) – Immediate Results: With this service, your provider will manage a campaign based on profitable keywords that will generate targeted traffic to deliver leads. Then these keywords will be submitted to the search engines in order to bid for one of the first positions on the first page. Here you are buying your place, and based on the price of each particular keyword and how much you’re paying, you will be ranked accordingly. The bidding continues, which means that you need to continue to manage your keywords to ensure your ad does not fall below your competitors. The sponsored (paid) results are shown in the superior and right areas of the search engines as shown on the below image. In short, guaranteed paid positions based on how much you are paying for each of those keywords.
_ - Search Engine Optimization (SEO) – Results over time (months): In this case there is no bidding or paying per click. With SEO, your provider optimizes your website in order to increase your position in the organic / natural results of the Search Engine. Listing in this section is free but it is hard to rank here. The search engines use algorithms to determine relevant content and links to your site in order to rank you at a “fair” position. The Organic / Natural results show in the body section of the search engines as shown in the image.
Any client who is looking for fast and sustained results should engage in both practices. That is of course if the budget allows it. Otherwise, the above information provides good advice to make a smart decision.
Comments
Theresa A. Henderson
Hello JD, I was reading through all your pages and I love what you have to say as well as the look of the pages. Great information, I'm glad I found you. Theresa