Seo Vs Ppc: Why Is Seo Better?

SEO is an acronym for "Search Engine Optimization"

. The term refers to making a site more visible in search engine results. The ultimate aim is to improve the unpaid and organic search results, setting it apart from making a site popular through paid advertising such as Pay-per-click (PPC) and Banner Advertising. A site is said to be very visible in search engine results when they appear in the first few pages of search engine results.

Being beautiful does not make a site search engine friendly. As search engine crawlers scour through the Internet for new sites and to update older ones, they rely on the HTML that these sites are build on. Many great looking sites use complicated codes such as Javascript and Flash that are difficult for these crawlers to read. Even without these complicated codes, a basic HTML-based website might still be difficult for the crawlers to read as they do not showcase the right keywords and description for them to feed on. As such, many great looking and authentic sites are missed by new visitors.

A site enjoys a great number of benefits from being visible.

Typically, a unique visitor uses search engines to find the website that is most relevant to him or her. The search engine is the main tool for new visitors to discover new sites. With the exponential increase in Internet usage, the importance of search engine is made more evident. As more visitors find the sites, the site can enjoy the benefits that come from the increase in traffic, with the most common as an increase in sales.

Most search engine users do not go further than the first page of their search results. Without SEO, sites, especially new ones typically are listed behind the first page. With so few visitors clicking past the first page, these sites are missing a lot of potential traffic.

Effective SEO can even be cheaper than carrying out paid advertising. Researches have shown that the average user is more likely to click on the organic search results rather than the paid results. Furthermore, unlike back in 2005, the price of PPC advertising have been increasing year on year, some as high as USD25 per click! Users have also started to tune out paid ads, ignoring them as they browse the Internet. This has dramatically reduced the rate that visitors click the ads.

Not every SEO provider is the same. Across the SEO industry, there are variations in the way SEO is being done. Search engines do not reveal the exact way their search algorithms work. Therefore, different SEO providers use different techniques that they feel work for them. However, there are several techniques that search engine providers frown upon such as putting hidden links, using link farms and duplicating content on different pages. A search engine might blacklist sites that use these techniques. Such sites will then be barely visible in search engine results or not be found at all. SEO providers that use forbidden techniques are called Black Hat SEOs, with the opposite being White Hat SEOs.

SEO is gaining traction in the Internet world and sites that do not use SEO are quickly losing relevance. The transfer from PPC to SEO is getting faster. So should you start using SEO?

You should bank on it.

by: carolrossav

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