Many commentators, writers and 'experts' on the internet say that search engine optimization (SEO) does not cost anything. This is not entirely true though. While SEO need not be expensive, putting SEO into action in the right way will consume time and effort on your part. That said, SEO done properly will deliver far more benefits, consistently and over a a lot longer term than you will get through alternative search engine marketing (SEM) and other online marketing methods.
When your site is receiving 'free' visitors and traffic from organic search engine results, and links on external sites, there is less need (and in some cases no need) to spend any more money on PPC advertising campaigns. SEO done correctly therefore, will save you money. PPC and other marketing campaigns only deliver results as long as you are paying the provider. SEO on the other hand, works long after you stop investing in it, as long as it is content-centric SEO.
For many sites on tight budgets (perhaps all of them?), appropriate and effective SEO can make the difference between survival and death of an internet business. Because of this, it truly is worth spending a bit of time and effort in the planning and development stages of your website, to build SEO into the DNA of the site's structure and architecture. This will only pay dividends in the long term.
Including SEO from the beginning and as a central part of your online strategy will make many other things easier in the long run. When your web designers, your technical team, and your marketing department include SEO in all their decision making, the pay off you will achieve from SEO will be far more than if you only try to implement SEO as an afterthought.
Below is a summary of the advantages and disadvantages of PPC and other search engine marketing efforts.
PPC Advantages:
* Can provide instant traffic from the time you start the campaign
* Is easier to implement, with most search engines providing you tools
* Is easier to manage because you can just turn it off and on
PPC Disadvantages:
* Can get very expensive very quickly, especially for expensive or high traffic keywords with low conversion rates
* In placements, the best positions will go to those advertisers paying the most
* There is not as much trust in PPC compared to organic results
* Once you stop your ads, the visitors stop coming
SEO Advantages:
* Can be far cheaper to implement
* The benefits are longer lasting and sustainable
* Helps to increase trust for your website and brand
* The click through rate is often higher than with PPC
* The growth in your website traffic will be more natural, and depends on your site's content
SEO Disadvantages:
* Achieving the initial results can take weeks or months
* It takes brain power, and effort to do it right
* It comes with no guarantees.
It must be noted that while SEO comes with no guarantees on specific search engine rankings, all SEO effort can increase your rankings, ensuring that you at least perform better than you would have otherwise. Finally, SEO has been proven to work over and over again, which cannot be said for most other internet marketing strategies being sold on the internet..
James Winsoar is a SEO Expert specialising in both on-page and off-page search engine optimisation. He can help to improve your visibility online. Visit JW Enterprises at / or call the SEO hotline on 0115 9400 899.
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