Four Reasons Why Search Engine Optimization Is Better Than Pay Per Click Marketing
Search Marketing is becoming an essential marketing medium for a successful company. If a company can successfully market their products and services online they open the door to many new sales leads and customers. There are two primary options for search marketing – Search Engine Optimization
(SEO) and Pay Per Click (PPC).
Why Search Engine Optimization is better than Pay Per Click.
1 – Search Engine Optimization is a long term strategy compared to Pay Per Click. Once the campaign has been completed and your website is ranking in the search engine free results (as a result of your Search Engine Optimization campaign) every click or visitor to your website is free. And if done correctly you will see results for many years.
2 – With Pay Per Click you pay for every visitor delivered to your website. Pay Per Click benefits stop as soon as you pause or stop your campaign.
3 – Pay Per Click Fraud. In a recent report released by Anchor Intelligence they say 25.6% of clicks in the US are suspected click fraud. This could be your competitors clicking through to your website.
4 – The psychology of clicking on paid links. If your website appears in both the paid and unpaid search results you will see about 80% of your website traffic coming from the free results. There is a psychology associated with consumers clicking on paid advertising links especially if they are labeled as such. (In Google the paid links are labeled “Sponsored Links”.) Searchers see straight through this and know it is a paid advertising link. Consumer preference is placed on the free generated results.
Over a period of one year, the investment for setting up a Search Engine Optimization campaign will outperform an equivalent investment in a pay per click campaign, and the Search Engine Optimization investment will continue to provide a return for many years.
A well executed Search Engine Optimization campaign will get your website traffic. Of course selling your product or service is then the responsibility of the website, so make sure you couple your Search Engine Optimization with good design and clear and prevalent calls-to-action.
