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"Your Online Advertising Partner"
VOL. CLXII No. 67,985
SEO (Search Engine Optimization) is the process of affecting the ranking of a website or web page that appears in a search engines “natural” or “organic” search results.These results always appear below and to the left of the PPC Advertising. (See Figure 1)
There is no cost for these rankings as they are determined by how relative the website or web page is to a search term or keyword. It can take several months and a lot of time and money getting ranked with no guarantee that you will get visitors to your website.
PPC Advertising gets you immediate results in a short amount of time.
Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for SEO webmasters to manipulate. Webmasters at SEO companies must constantly keep up with the ever-changing algorithms and guidelines that search engines require. This is time consuming as it is ever changing and incurs an ongoing expense.
SEO is not an appropriate strategy for every website. Other Internet marketing strategies can be more effective, depending on the client’s goals. A successful Internet marketing campaign may also depend upon building high quality web or landing pages to engage and persuade potential customers.
PPC advertising programs enable website owners to measure results and improve their ROI (Return on Investment) or conversion rate.
SEO may generate an adequate ROI, however, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued traffic or visitors. Due to this lack of guarantees and certainty, a business that relies solely on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic.
According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.
Websites that attempt to improve rankings using SEO in ways that are disapproved of by the search engines, or involve deception can suffer serious consequences. Search engines may penalize sites they discover using these methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review.
One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices. Eventually they fixed the offending pages and were restored to Google’s search engine. But at what cost to their business?
SEO cannot target demographics like Countries, States, Counties, Cities or Zip Codes as accurate as PPC can. Effort spent optimizing a website to a particular set of demographics is often fruitless.
SEO may sound like a good option but it comes with a lot of risk. The reality is that it takes time, months and months, sometimes even years, to get properly ranked organically on the major search engines with no guarantee a visitor will select your page.
Did you know that the first results on the first page of a Google search get 79 percent of all clicks? Are you aware that as few as 10 percent of people go beyond the first page of search results? Even if you are lucky enough to find a company that follows the search engines' Webmaster Guidelines if you're not on page one...you're done.
SEO is an ongoing, evolving process and Google admits they will make over 600 changes this year alone to their ranking software named "Penguin". Why do they change their algorithm so often? They change it to prevent Webmasters and SEO companies that use deceptive practices to manipulate website rankings from appearing in the search results with websites that were indexed and ranked properly based on relevance.
Think about how many competitors, local, national or global you have. Realize that there are only 7-10 positions for organic results on a page. Plus, everybody wants to be on page one. What are the chances your website will get a first page organic listing and stay there? How can SEO companies get you and all your competition listed on the first page?
Pay-Per-Click Advertising means that the publisher, i.e. Google, only gets paid when people click on your ads. Since you set your daily budget, you can rest assured they will want to meet your daily goals. Like you, they are in the business of making a profit.
PPC eliminates the uncertainty and risks associated with SEO. It is measurable and accountable. Your business is too valuable a commodity to lend to chance. SEO can be a good tool if done carefully and responsibly. For the moment we will continue our efforts on maximizing your ROI using PPC Advertising.
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