The internet was made for advertising - PPC marketing or Pay Per Click marketing has been around since the early days of the World Wide Web, allowing businesses to pay search engines and other websites to promote their products and content. But as search engines have replaced static link listings to become the hub of the internet, a new strategy called SEO (Search Engine Optimization) marketing has come and is taking internet advertising by storm. Is this new marketing system an improvement, or should you stick to the tried and true method of advertising? Let's take a brief look at the pros and cons of both strategies.
SEO marketing involves improving code and writing relevant content on a website to organically increase its placing on a search engine without paying for an advertising spot. When users search the internet, organic results are the results they are focused on, meaning users are actively looking for SEO websites and will be more interested in them than PPC websites. However, since SEO involves naturally building up a website's popularity naturally rather than paying for a top search position, this method can take longer, involve more competition and be less reliable. Search rankings need to be monitored and content needs to be carefully calculated.
PPC marketing involves paying the search engine or other website to post advertising for your company and website on their pages in a special area dedicated specifically to PPC advertising. This method is quick, painless and easy to budget - you pay a certain amount for every visitor your website receives through the advertisement. However, certain industries have higher restrictions placed on them due to their age sensitive material (i.e. electronic cigarettes). Internet users are much more likely to find this kind of advertising annoying - they don't go onto search engines to see PPC advertised websites. Ad-blocking software continues to grow in popularity and sophistication, meaning many users won't even see your PPC ads because they've turned off the script that shows them. Those who don't use ad-blockers often naturally ignore PPC ads, as search engines normally make it clear which ads are PPC versus organic to maintain their integrity.
PPC and SEO marketing are very different systems in terms of time requirements and retention of users - many businesses wind up using a little of both services to reach different kinds of audiences during different stages of their website development.