Thesedays nearly every small business owner realises the worth of marketing their goods or services via the internet, and the potential online marketing brings to the table with regards to reaching new clients and boosting sales at a very reasonable cost. There are two main categories of internet maketing, the first being pay per click whereby the person or business that is promoting goods or a specific service pays everytime someone clicks on their advert, or sponsored lisiting, the other being organic SEO whereby the individual or business either actively promotes their website within the search engines so that it ranks well for their important keywords, or pays an external SEO Consultancy to do this for them. Both of the above approaches have their own unique sets of benefits and drawbacks, and in this article I am going to describe both.
PPC (Pay Per Click Marketing)
The idea behind ppc marketing is a straightforward one, advertisers set a maximum pay per click that they are willing to pay for each keyword in a campaign and the advert with the highest bid recieves the highest position in the search results, adverts will appear each time a search is made with any of the keywords specified in the campaign. Google’s pay per click service “adwords” also takes into account a quality score when determining the adverts position for a given keyword, the quality score is a measure of an adverts relevence to the given a query and an advert with a high quality score will benefit from higher positions and lower costs per click. The core advantage of pay per click marketing is the fact that this method of online marketing is capable of instant results, for this reason it is ideal for new websites which have no natural traffic to speak of. The downside of this type of advertising is the fact that you have to pay for each and every visit to your website, regardless of whether that visit essentially results in a sale. Generally speaking, the best approach when launching a new website would be to adopt both organic SEO Services and PPC marketing with a view to slowly but surely reducing your PPC budget as your organic rankings start to accomplish first page results.
SEO (Search Engine Optimisation)
Organic SEO Services differ from pay per click marketing in that fact that as opposed to paying for advertising services from the search engines, strategies are applied that actually increase your natural listings in the organic search results with a view to attaining first page placements for highly significant and high traffic keywords. This approach has the obvious benefit that a company using this method no longer has to pay for traffic to their website on a per visit basis, but rather is billed a flat monthly fee by their SEO company for maintaining their rankings. The main shortcoming of organic SEO is the fact that results do take time to achieve, and the more competetive a keyword the longer it will normally take to achieve first page result.
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