Search Engine Optimization and Pay Per Click Management

Search Engine Optimization and Pay Per Click Management

SEO Marketing is a very common term currently which virtually everyone who uses the internet and owns a website or a blog would be aware of. If you are planning to avail any of the internet marketing services, there is good chance that it might fall under SEO marketing which is one of the most useful marketing strategies.

Marketing on internet is a lot different from marketing in the real world: the amount of traffic that any website handles is enormous, market is practically the entire world and conversion ratio (the number of visitors turning into customers in comparison to the total traffic) is usually very low. Hence, the main problem that arises in front of an internet marketing company in this case is to maintain a constant high ROI.

There are many methods included under SEO marketing, the most popular ones include the pay per click advertising and search engine optimization marketing. Though, there are other methods as well which fall under this category but this article here discusses only about these two most popular methods. Each of the two methods has its individual pros and cons, but these methods offer best outcomes when used in permutation.

While with PPC advertising there are always chances of fraud clicks, the potential of this method as a strong marketing tool cannot be neglected. Even though, there is a cost associated with this method as Advertiser Company is required to pay Host Company for every click made through the link on their website or search engine, the results are quick and certain. The traffic towards the website increases immediately, though it cannot be said with certainty that all might be from the interested parties.

At the same time, search engine optimization aims at improving ranking of the website with a popular search engine such that the link, in response to a certain keyword searched by the users, is displayed on initial pages. SEO marketing, in spite of being a cost efficient option, requires more than convenient time and usually requires more devotion from the advertisers in order to maintain rankings in the search engines being targeted. It usually requires anywhere between 10 months to 1 year to make way through this clutter of links and build place in the top ten list.

So, which method should the company go for with these many trade offs between the two options? This is the point where most online marketing companies get it wrong. In reality there is no trade off between these two options. They are quite complementary for that matter. A company should always aim for search engine optimization for a long term marketing success, but in the meantime should go ahead with PPC advertising in order to maintain traffic till success is achieved. The focus from PPC may get shifted with time, towards the SEO marketing as it guarantees a higher ROI through a more sustainable strategy.

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