Organic SEO v PPC- benefits of both concepts[URL]www.molchester.com[/URL]
In the tussle for web prominence and a better online traffic, businesses are in a dilemma between organic SEO (search engine optimization) and PPC advertising (Pay-per-click).
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Organic SEO refers to the process of improving the visibility of a website or a web page naturally, without paid advertising- through the strategic use of key words and backlinks. SEO has played a very important role for online businesses- as statistics indicates that 80% of traffic attributed to a given website, emanates from search engines. The biggest search engine in the world is "G", which boasts of about 5.9 billion searches a day.
There are certain benefits of organic SEO in today’s contemporary business environment and these are as follows:
-Facilitates in building authority websites: Websites within a niche area can utilise organic SEO to build traffic through key words, backlinks and URL recall. It is also believed that an authority website after a given period of time could have generated enough SEO traffic that could help it dominate the market.
-Credibility: Although, organic SEO could take a long time to execute when compared to PPC, nonetheless, organic SEO tends to breed credibility and a great online reputation. This is because online visitors are not bombarded with PPC advert campaigns but arrive at a given site as a result of a purposeful search. Organic SEO results, in an SEM campaign are viewed to be unbiased and have a higher level of credibility
- Wider or global Visibility: A natural approach to website marketing, such as SEO has a tendency for a global reach as against PPC that is designed for a particular region, state or location. With a steady and progressive global reach, there is a chance for increased sales. This result could be achieved through the creation of unique and search engine friendly contents.
The apparent changes to "G" algorithm in 2013, made marketers to have a re-think, and re-direct their laser attention from a keyword-laden content to relevant contents linked to "G" authorship. In addition, the changes made to Facebook Algorithm in 2013, has reduced the organic reach of some posts. A research carried out by Marc Casey titled: ‘The 2013 state of paid research’ reveals that 72% of businesses surveyed will spend more money on PPC, in 2014. In case, you are wondering what PPC (paid per click advertising) means, it does refer to a method of advertising on search engine result page. You pay whenever a user clicks on your ad banner- hence, the name pay per click. Popular PPC systems includes: "G" AdWords, Yahoo advertising and Facebook’s advertising.
Some of the benefits associated with PPC are:
Domination of search results: Sponsored pages or PPC ad campaigns tend to be above organic search results in majority of the cases. In most occasions, 50% of search results tend to be a sponsored link- and amongst the top three.
Better Analytics: Google AdWord and Facebook campaign provides analytical dashboards to better understand how well and from what strong points traffic are generated. There is a better analytical framework with PPC when compared to organic search.
Quicker results: PPC campaigns generate quicker results as the Google keyword planner is instrumental in building the formidable and result-oriented campaign.