Why SEO Is Better Than Paid Search Engine Marketing

by Gary on October 8, 2007 · 4 comments

in Pay-Per-Click,SEO

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.

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ADAC October 8, 2007 at 10:50 pm

I normally get my clients on a steady plan where they pay me each month to continue their SEO work.

While at first they would have gotten more out of pay per click as time goes on and I have them ranking well in many many terms their cost per click with SEO ends up bing a small fraction of what it would be if they were paying for pay per click, and each month that number goes down. Unlike pay per click which has a tendency to continue to go up.

It’s actually an easy sale, when you are working with periods of over 1 year.

Marc Levy October 10, 2007 at 2:04 pm

I think if done well organic SEO working alongside a clever PPC campaign is the way to go. Obviously not for everyone… but in most cases I have found this to be the most successful.

Goran May 11, 2008 at 4:24 pm

Hi Gary

Great post, its always so difficult to get customers to purchase SEO when PPC offers immediate response.

On another note, I am looking for some desktop PPC software to manage our client accounts, what would you recommend to me.

Currently I use Adwords 95% of the time.

Gary May 11, 2008 at 5:07 pm

Hi Goran, unfortunately (or maybe not) the volume of PPC work we perform does not warrant us spending ‘000s or 10s of ‘000s od PPc software. So at the moment we are also Adwords only. If you find anything cheap but good, let me know.