Pay-Per-Click (PPC) is the part of the search results screen that includes the couple of entries at the top as well as the listings down the right side. These placements are based on an auction-like service that sets a specific ranking based on the maximum price the company enters for that keyword. The great part about PPC is that you don't pay anything unless the person clicks on your search add and ends up on your Web site. The other major benefit is that you don't have to wait for the search engines to find your site. When you add a keyword your ad goes live that second. It's great for promotions that are time bound by an event, holiday, etc.
Search Engine Optimization (SEO) has been around since search engines appeared. The search engines crawl the Internet looking for sites that they can index and enter into their search database. They continually change the algorithm they use in order to combat those that are trying to take advantage of the system. Their algorithms are also conveted and not released to the public. It usually takes a couple of weeks before you can tell if your optimization strategies work. The benefit is that you don't have to pay when someone clicks on your listing. Even though most people think SEO is free it's really not. You end up paying an agency or someone internally to try and keep up with all the changes. This agency and/or internal person costs real dollars.
We don't believe in just one or the other. We always implement our client's sites with the latest SEO tactics. We also provide directory submission service and online PR which helps raise the rankings of our clients sites on the various search engines.
Since PPC doesn't cost you anything unless someone clicks on your search ad we believe it's very important to your brands awareness campaign. We especially use PPC for specific products and/or services that lend themselves to events like Christmas, Mothers Day, etc. It's easy to turn PPC on and off at will.
The thing that we don't want to happen is to have your SEO and PPC competing with each other. If you have a high natural ranking on your company name you don't need to add that to your PPC. If you're having trouble with some keywords showing up on SEO we add them to PPC until the problem is fixed.
If you have any questions please feel free to contact us at Ontarget by emailing info@ontargetinteractive.com.
written by Larry , February 04, 2010