Pay Per Click (PPC) versus Search Engine Optimization (SEO)



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Here is a typical dilemma facing most of practicing Internet marketers – SEO or PPC, which should you prioritize? There are quite a number of Internet marketing professionals who look at PPC as a complete waste of precious dollars while others seem to look at SEO with disdain if not downright contempt.

Pay-Per-Click marketing is sometimes seen as a love-hate application by Internet marketers. For those who swear to the immense benefits that it provides and praise it to high heavens, PPC is seen as their ticket to high impact visitors and profitability levels that can hit the ceiling. It provides the opportunity for business to become prominent in the market and attract the attention of target customers. This instant exposure also affords you the opportunity to receive timely feedback from your target audience/clients. This added capability of Internet-based market development tracking allows you to “reconfigure” your marketing thrusts and priorities to better respond to the buying behavior of your intended clients.

On the other hand, for those who consider themselves falling under the “hate” crowd, the bids are unbelievably high and are always overwhelmed by doubt about the real count of clicks that are pure fakes.

Just like with the PPC, SEO marketing has its fair share of followers and non-believers. Those who support SEO marketing always look at the “free” aspect and the potential profit margin that can be had which, at times, can go over the roof. All these great things that can happen as a direct result of SEO marketing are manifested once the marketing strategy starts turning in more visitors to your site at a sustained or increasing rate. Those who question the wisdom of using SEO to boost online sales performance always anchor their argument on the general sentiment that this online marketing strategy is a total waste of time.

One of the major downsides of SEO is the longer turnaround time. Quick results is the norm in marketing, and some market experts can’t seem to reconcile the inexplicable fixation on SEO in the face of the uncertainty and longer response time that are associated to it. If you go the SEO way, then you must dig deep in your trenches as you may have to wait for as long as 12 months before you can see any movement in your ranking in search engine results.

Going back to our original concern about which is better between the two, we have to remember that the arguments and views that are being propounded by both sides are all accurate. However, both sides agree that both are indispensable tools when it comes to Internet marketing.

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