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SEO Vs. PPC Advertising! What is the choice?

There are two types of search results on the Internet. One is the natural search result, which is displayed because the search engine software searches for the keywords on the Internet and displays the search results on the basis of the natural keywords contained in your site.

How it sorts the relevance of the keyword and how it ranks you depends on how their search software is written. Many companies on the Internet desire to be ranked high based on a natural search; so they get articles (that revolve around a few keywords) written and published on their site so that whenever these keywords are searched for, their website shows up as a natural search. This kind of writing is called SEO (Search Engine Optimization) writing and the process of writing these articles and publishing them on one's own site is referred to as SEO web advertising.

PPC ads, on the other hand, are an advertising model. In a PPC ad, the advertiser bids on keywords and when his ads are clicked on, he pays the bid amount to the ad publisher. PPC ads are called "sponsor links" or "sponsor results" and are displayed next to the natural search results, in a small column though.

SEO v/s PPC: Which is better?

SEO web advertising rocks. PPC ads rule. These replies cannot be given easily offhand and within an instant. Both these forms have their own advantages and disadvantages. So, let us analyze the following arguments before we make a call on which one is better:

Website content

SEO writing builds up website content and gives websites a semblance of respect. The sites climb up the search-ranking ladder based on their own merit. PPC advertisement does not build any content.

Affordable SEO, costly PPC

SEO web advertising does have its writing costs, which are usually one-time costs, and once an SEO article is published, there is nothing more to pay unl ess it gets time-barred or outdated. Hence, over a period of time SEO costs diminish. PPC ads have a recurring cost - you pay for them when you are seen, if you not then you're gone.

The time capsule

SEO writing stays on the website, so there is continuity in one sense. A PPC ad vanishes once your budgets dry up or you decide to discontinue it.

Good SEO works

If a website is well optimized and features keyword-rich content then it can get good rankings across many search engines. And once a website gets a good ranking, it can keep optimizing the articles so that they do not lose their position.

Instant hits

PPC ads are like fast food. They deliver instant hits. SEO advertising does not and cannot deliver instant results. Your website may take months to get a high ranking.

Targeted traffic

PPC ads ensure targeted traffic to your websites. SEO web advertisement may get you a lot of loafers or people looking just for some information - this translates to zero sales.

Changing keywords

In a PPC ad you can change keywords, key phrases and even release a re-done ad. PPC ads give you full control of your ad. If you try the same with a SEO article, then the content may be compromised and you might have to get the article written all over again.

Website type

If you have a website that is regularly updated, then SEO writing will not work. PPC ads will.

User statistics

Statistics show that users click more on SEO results rather than on PPC ads.

Conversion factor

PPC advertisers have to track conversion ratio to figure out the returns on investment, whether the ad campaign needs a change, whether the ad campaign should be continued, etc. There are no such questions to be asked I the case of SEO ads.

Time and Effort

PPC ads need some creative thought process along with tracking and monitoring mechanisms. SEO ads, on the other hand, do not need elaborate or sophisticated techniques. Once the SEO article is written, the web-master just needs to ensure that it does not get outdated, and if it does, then either it is replaced or reworded.

Sure, the arguments above may leave you pulling your hair while deciding SEO or PPC because both SEO and PPC have their pros and cons. Experts say that a budget SEO along with a medium-budget PPC campaign works the best.

Budget SEO Advice

Here are a few tips you can employ to optimize your site

for a good natural search result:

Research your keywords well. Go to PPC engines and find out the most expensive keywords, as these are the keywords that get the top rankings for a PPC ad. Figure out 6-8 such expensive keywords - needless to say they should be tailored to your business - and get them plugged in logically in your SEO articles.
Your keywords should find favor across the important search engines. So, focus on the top 5-6 search engines, find out their keyword popularity and their keyword hunt techniques - there are plenty of articles on the Internet - and then write your SEO articles.
Your website title and the meta-tags that accompany the title should be very effective and keyword-oriented too.
The content on your website should be well written. Take care to see that you are not just filling in your website with amateurish articles sprinkled with a lot of keywords. You might just turn off a whole lot of visitors.
Mention a few important links on your pages so that the content on your website turns into a mini-reference, niche Internet library.
Avoid using frames and full-flash sites as they can impact the keyword search process. Consult your programmer/designer about SEO-unfriendly designs.

Finally, DO NOT SPAM! If your website features good, keyword-friendly content, it will be pic ked up by a search engine. All you need to do is put in your best efforts, submit your site to the search engine, and watch the results.

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