Marketing Strategies SEO or PPC

There are two very different processes that you can take in working your site up to the front of the search engine results pages. As with any options there are both good and bad points in these techniques and it is up to each website owner to determine which method will work best for them.

With “Pay Per Click” marketing strategies you can quickly bring potential customers to your website by having them click through on an ad you have running. This process has been extremely effective for companies that have a sizable budget for paying website owners a small commission of fee for having the ads on their sites.

Of the benefits to PPC marketing one is that you do not have to change your site to conform to search engine guidelines to get people to your site. You will only have to pay for this advertising if it is actually clicked by a potential customer. With PPC advertising you can direct a potential customer to a specific page or section of your website that is the most relevant to the advertised product or service. You are able to target specific regions or countries with your advertising and finally, you will be able to rank highly on whatever specific keyword you wish to use so long as you have the money to cover the bid and click fees. The biggest drawback to this type of marketing is that once you cease running the PPC ads, you may experience a severe drop in traffic since that is how users had been drawn to your site.

When you utilize “Search Engine Optimization” strategies to promote your website you will have to work at creating specific aspects within your actual html page code to make it more acceptable to the search engines. Of major advantage to this form of marketing campaign is that the traffic you receive through search engine results pages are totally free of charge. Once you have developed a good search engine friendly page and get it to rank highly with them, the ranking will stay with you for a good while without having to do any more work on the page. Having gained a good ranking with SEO tactics you will find the cost efficiency to be able to save greatly on your marketing budget. Also, people are more likely to trust a site that has developed its high ranking through creating friendly pages. It is the feeling that the trust is earned through them being somewhat “validated” by an outside source, specifically the search engine companies.

The biggest drawback to SEO marketing is that it will take some time to build up the ranking your site has. It is a slower process but has the equal advantage of staying on top longer once you have achieved high ranking status. As with most things in business, your decisions will come down to the conflict between time and money. Determining which of these two commodities you are more able to afford will help you decide which direction you will take with your marketing campaign.

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