04/06/2009
Thinking about Search Engine Optimization? Paid and organic placement have pros and cons.
Paid Search Engine Marketing (SEM)
QUICK RESULTS, MORE EXPENSIVE
Using Google AdWords, you can display ads on Google as well as other websites. Google would bill you for every user click - rates for the majority of key terms range from 20¢ to $10 per click, depending on position (see related image below). Typically, your ads are displayed about 100 times more often than they're clicked, which means greater brand awareness.
Pros: Instant Results. No changes to current website necessary. Paid results work hand in hand with your organic results.
Cons: Expensive per click. The day you stop paying, you lose your results.
Organic Search Engine Optimization (SEO)
SLOWER RESULTS, LESS EXPENSIVE
Organic SEO requires a longer-term commitment, but the results are less expensive, and longer lasting than paid placement. Organic SEO tasks may include: updating content, developing new content around certain keywords, and making sure that other sites are linking to you.
Pros: Less expensive than paid AdWords. Results last longer. Links help search engine rank, and will also bring in more traffic. Better conversion to sales than paid AdWords since website navigation and content are more focused. The more popular your site becomes, the less work you have to do to maintain search rank. When used in conjunction with paid, your site may show up twice on the same page.
Cons: More upfront time. May need to change significant amounts of content. May need to change significant amounts of code. There's no guarantee that you'll reach, or stay on, the first page. Turnaround is longer than paid.
Your goals and available resources can help you decide which is better for you. Contact Us - and we can help you figure out the best online market strategy for your website.
~ Jason Mark
President, SEO Consultant