SEO -v- PPC

Purchasing visitors or "clicks" from a search engine is called "Pay-per-Click" (PPC). PPC enables a Website to

quickly get top search engine placement by "bidding" (paying) for Keywords related to a specific product or

service. 
 

PPC has never been a cheap option and costs are ever on the increase! "Organic" or "Natural" Optimisation is

accomplished by optimising your Web pages and by increasing your "link popularity" by acquiring or paying for

links that point to yourWebsite. This gives you high rankings on the Search Engines for your chosen search

terms and in the vast majority of cases a much higher return on investment than PPC.
 

This is true for two main reasons; More searchers click the natural search engine results versus the PPC ads delivering

much more traffic and using strategic "linking" acquiring or paying for links that point to your Website will return a

lasting result returning both top rankings and traffic from the Search engines, additionally, theses links themselves

provide a significant boost in long term traffic.
 

The only downside is the timescale involved in generating those high rankings, with the full SEO process taking up

to 45 days to implement. Having said that once the rankings have been achieved they are achieved for the long haul.
 

So, as a short term strategy PPC presents a clear advantage over SEO, however the huge disadvantage is the cost

which is often prohibitive. Depending on the market demand for Keywords and Clicks, a PPC campaign can cost

hundreds, even thousands per day. With SEO, costs are considerably lower and over the longer term, 3 months +,

organic Search Engine Optimisation will always give a far higher return on investment! 

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