The Pay Per Click (PPC) model
and Organic Search Engine Optimization (SEO) are often mistaken as being
opposite ends of the spectrum. However, the two models of Internet marketing
are essentially two sides of the same coin. Most campaigns tend to focus more
on Google Adwords, using the PPC model, and the SEO part is given a miss, or
vice versa. However, a careful blend of Google Adwords and Organic SEO can
yield long term, cost effective and sustainable results for your marketing
campaign.
All About Adwords
There is little doubt that Google Adwords helps you reach out to your target audience in a timely manner. Moreover, the results can be quantified and measured. Most Internet marketing campaigns tend to bank upon this aspect of the PPC model, since the focus is on immediate results. With Adwords offering the choice of restricting IPs, selecting and limiting the target audience based on region, age group, preferred language and several other parameters, this model is highly attractive and is on the priority list for most campaigns. It is similar to paid advertising on select websites that command traffic from your target audience.
There is little doubt that Google Adwords helps you reach out to your target audience in a timely manner. Moreover, the results can be quantified and measured. Most Internet marketing campaigns tend to bank upon this aspect of the PPC model, since the focus is on immediate results. With Adwords offering the choice of restricting IPs, selecting and limiting the target audience based on region, age group, preferred language and several other parameters, this model is highly attractive and is on the priority list for most campaigns. It is similar to paid advertising on select websites that command traffic from your target audience.
However, research shows that
users tend to trust search engine results more than Adwords or PPC results. One
research quantifies the number of users trusting Adwords to only 30% compared
to 70% going with the website results pages. The reason for this is that
Adwords placed on the right side of the page have less visibility. In addition,
users do not trust Adwords, since they are paid advertisements.
The Cost Effective Model of Organic
SEO
Organic SEO has its own advantages and disadvantages. It can play an impressive role in driving long term results, while at the same time being totally useless if your campaign is meant for a limited duration. For instance, you cannot spread the word about an exhibition due in a month through organic SEO. The use of social networking websites can, of course, yield magnificent results in such cases.
Organic SEO has its own advantages and disadvantages. It can play an impressive role in driving long term results, while at the same time being totally useless if your campaign is meant for a limited duration. For instance, you cannot spread the word about an exhibition due in a month through organic SEO. The use of social networking websites can, of course, yield magnificent results in such cases.
But if you are looking for long
term visibility, then a targeted SEO strategy is a great idea. Specialist SEO
professionals can find the right keywords for your campaign and the right
content will definitely help your website achieve desired page rankings. The
only issue is that it requires concentrated effort and some patience. But once
the page rankings are achieved and your website features in the top search
results, you are sure to benefit in terms of traffic. However, the changing
algorithms of search engines mean that you have to maintain and update the
website to avoid any loss in page rankings.
Achieving the Right Mix
A careful study of both the models clearly indicates that Google Adwords and Organic SEO are not mutually exclusive. Carving a strategy beautifully combing both models will benefit your campaign and increase visibility. You can derive the ratio in which you want to use each model by evaluating your campaign on parameters like duration, cost or budget, target audience, and required penetration or visibility.
A careful study of both the models clearly indicates that Google Adwords and Organic SEO are not mutually exclusive. Carving a strategy beautifully combing both models will benefit your campaign and increase visibility. You can derive the ratio in which you want to use each model by evaluating your campaign on parameters like duration, cost or budget, target audience, and required penetration or visibility.
Here the author Harris Symonds says
about SEO
Company and branding. For more details please visit www.brisbanebranding.com.au
