I think both organic seo and pay-per-click (PPC) campaigns have their respective places of importance: it depends on how much time and budget you have at your disposal and what are your immediate and long-term priorities. Let’s first quickly see what organic seo and pay-per-click mean.
Organic SEO, or natural SEO fetches you higher search engine rankings without paying for the placement. Organic SEO makes the search engines like your website without you having to pay for the affection. For this you have to create and maintain a website that the search engines would love to present to their users when they search for terms related to your website. Organic SEO takes lots of effort and it often takes months to show some tangible results. You can achieve organic SEO by
- Creating lots of relevant content
- Getting quality inbound links
- Creating optimised markup
All these points have been covered in detail in various posts on this blog.
Pay-per-click programs get you visibility on the search engines according to the bid you are ready to place per click. This way you can start getting high-quality clicks from the search engines within fifteen minutes of activating your website You can see such links on Google at the top or the right on search engine results pages and on Yahoo under the “Sponsored links” section. Different search engines use different methods for displaying pay-per-click links. For instance, Yahoo places you higher for higher bids, but Google places you higher for the higher number of clicks your link generates.
So should it be organic SEO or pay-per-click
It should be a mixture of both the methods. It’s better to use your PPC campaign in the beginning so that your online presence gets relevant traffic from day one. If you don’t want to spend lots of money on your PPC campaign, you can target the least competitive expressions and start getting traffic for them. In the mean time you can continue your organic SEO efforts. When you feel you are getting good traffic due to organic SEO, you can stop bidding for your keywords.