Why not just PPC?

PPC or “pay-per-click” is a well known form of Internet advertising. It involves creating a mini-ad and choosing keywords to associate with it. When users perform a search using one of the keywords, the ad appears in a specific spot on the first page of the results (usually at the top or along the right side). The term “pay-per-click” comes from the fact that each time traffic clicks on the ad, the owner pays a pre-determined amount. No clicks = no cost.

PPC is a valuable tool and one that works well with SEO. The ideal approach is usually a combination of the two, but if you can only implement one, SEO is the way to go.

Here’s why:

• Users trust the main search results (i.e. the “organic” results) more than the paid ones. Organic results are viewed as genuine. Pay-per-click listings are seen as paid advertising — which they are. So even though PPC ranks highest for visibility, customers don’t necessarily click it.
• A good SEO strategy identifies and repairs substandard code, poor content and insufficient links. If these types of issues aren’t addressed, search engines don’t send traffic to the site.
• SEO increases conversions by improving site usability.
• SEO is a proven long-term approach. When properly set up, the return on investment is unmatched.

Since SEO takes time to see the full benefits, the earlier you incorporate it, the better. Build your site on a solid foundation and the only way to go is up.