Although there are thousands of ways you can promote your business online, two well-known methods are search engine optimisation and paid advertising. Paid advertising can be done in the form of PPC (pay-per-click) campaigns like Google Ads or paying other webmasters and bloggers to display your link on their websites and blogs with your chosen anchor text.
SEO on the other hand is based on naturally ranking higher on search engines. You are ranked for the kind of information — content — that you have on your website.
Both SEO and paid search engine marketing have their pros and cons but in this post I’ll list some reasons why you should prefer natural search engine optimisation over paid search engine marketing.
- SEO is long-lasting: Once done properly, only a big shake in the search engine ranking algorithms can move you from your place and that too only happens if you have relied upon some unreliable ranking tactics.
- Search engine users trust naturally appearing links more: This has been proved again and again that search engine users when given a choice first click on links that appear as the natural result of their search and mostly stay away from “sponsored” or PPC links.
- SEO is far cheaper: In paid search engine marketing you have to pay for every click whether it fetches you business or not. Some of the search terms are very competitive and hence you have to pay a lot for them. For some keywords PPC advertisers pay even more than $100 per click. Once you get a higher ranking naturally, your clicks are practically free.
- SEO keeps your website in good condition: Good SEO practices ensure your website is completely accessible and adheres to all web design and development recommendations and protocols.
- SEO improves your conversion rate: SEO, in real sense, means targeting right keywords and search terms, and it definitely doesn’t mean targeting every possible word under the sun but ignoring the ones that can fetch you business. Intelligent SEO practices help you attract the right crowds and this in turn does wonders to your conversion rate.
I hope these pointers help you make up your mind. To be frank I’m not totally averse to paid search engine advertising because although SEO is highly rewarding, it takes its own time and till then you cannot simply wait for your links to turn up on the search engine result pages. So put your energies into search engine optimising your website but by all means in the mean time if you can afford it, start generating some traffic, and some business, through paid search engine advertising.