The Benefits And Drawbacks Of Search Engine Optimization And Pay-Per-Click Advertising

Two of the predominant online marketing methods used today are Search Engine Optimization or SEO and Pay Per Click or PPC advertising. SEO ties together several processes including link building, and editing the content and HTML of a website with the goal of improving its visibility in the search engines in order to receive more traffic from the latter.

On the other hand, PPC programs involve companies bidding on specific keywords or phrases that are relevant to their target market which when typed onto a search engine will trigger the display of adverts linked to the advertiser's website. With this approach, companies will only pay the amount determined in their PPC contracts each time the ad is "clicked," and not each time it is shown. So which is the better option, asking the services of an SEO firm or a pay per click management company.

The thing is both methods have their own benefits and drawbacks. For example, SEO campaigns take a long to set up and even take longer before you can realize ROI. Not to mention, hiring a professional to optimize your website is sometimes more pricey than going for PPC management services. But when done strategically, SEO will help generate relatively permanent links from relevant websites and this will help drive more traffic into your website. This in turn will help propel your website to the top of the search engine results page, and thus help your company or brand rank highly in the minds of consumers. In addition, people consider organic search results as more reputable than sponsored search results or PPC adverts.

The good thing about pay per click management services is that you will be paying only when the sponsored search entry or advert is clicked. Keep in mind however that a poorly managed PPC campaign can be costly as well. Still, unlike SEO efforts, PPC campaigns are not difficult, nor take too long to set up. Aside from that, the results of PPC advertising are much more immediate. Also, you have much more control as to how your sponsored ads appear. If they don't drive in as much traffic as hoped, you can modify PPS ads quickly and without a lot of issues.

To offset the inherent shortcomings of SEO and PPC campaigns, many companies use them together. Testament to this is the growing number of Memphis SEO companies which offer PPC management services as well. There is no doubt that your choice as to which Memphis SEO and PPC consultant to work with will contribute to the success of your online business, so you should choose wisely.

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