Tech Support | Internet Marketing Las Vegas

Search engine marketing consist of two basic forms, SEO or search engine optimization and pay per click advertising or PPC. While many passionately claim one is better than the other the simple facts can be hard to come by. For any business owner who is new to search engine marketing, it is easy to get overwhelmed and lost in the argumentation or just avoid the choice all together. With our latest Bureau 24 white paper, “SEO vs PPC”, we intend to enable business owners to discover the benefits of both search engine marketing solutions in driving traffic to their Web sites.

Some experts believe that businesses get more out of paying for the targeted traffic that comes to Web sites from a pay per click advertising campaign, others point out that SEO or search engine optimization impacts where a Web site ranks naturally in the search engines and can thereby increase the credibility of a company. Fortunately, there is one thing that the experts all agree on: if a company has a Web site, they need a way for potential customers to find them on search engines such as Google, Yahoo! and MSN who control nearly 80% of the search market.

Search Engine Marketing is a very complex subject to be sure. Especially when it comes to determining the best way to drive traffic to your Website. This whitepaper provides a solid foundation for anyone who wants to learn more about PPC or pay per click and SEO or search engine optimization strategies.

Pay per click or PPC and SEO or search engine optimization belong in any serious search engine marketing or SEM campaign because both are integral and imperative, while having many benefits. This Bureau 24 whitepaper will discuss the pros and cons of both, and help business owners understand the ideal relationship between the two.

Search Engine Optimization

92% of people start their search for a new product or service at a search engine like Google, MSN or Yahoo!. These web users type in a word or phrase, called a keyword, hit enter and then are presented with a results page. Result pages show both paid results known as PPC or pay per click advertising and natural organic results. Search engine optimization refers to the design of a web site so that it appears in the natural organic listings. If planned and implemented correctly seo or search engine optimization will result in high rankings in the natural organic listings of search engines when certain keywords or keyphrases are entered. Companies like Sony, Entrepreneur Magazine, and Microsoft all employ outside consultants to handle their SEO or search engine optimization strategies.

SEO or search engine optimization is essential for e-commerce sites. However, SEO isn’t something that can easily be picked up by newcomers to the search engine marketing or SEM scene. Full fledged SEO or search engine optimization will include copywriting, web site design and advanced HTML skills among other techniques. However, since 70% of online searchers prefer to click on a natural organic listing instead of a paid advertisement SEO or search engine optimization can pay off hugely. We at Bureau 24 must stress that SEO or search engine optimization Kis not a quick fix to drive traffic to your Web site because it is a long process of planning, design and often replanning in a rapidly changing environment. Typically one could expect results to show in the natural organic results of the search engines at a minimum of 3 months after the start of the SEO or search engine optimization campaign.

Benefits of SEO

• Rankings remain long after a SEO or search engine optimization campaign is over.
• Research proves consumers trust natural organic listings more then paid advertising or PPC.
• Credibility accrues with a high ranking in search results.

Pay per Click

Pay per click advertising or PPC allows you to target keywords and Phrases instantly through paid advertisements. However, each keyword or keyphrase you choose in a PPC or pay per click campaign cost you money each and every time that someone clicks on our advertisement. You can, however, usually bid how much you would like to pay per click. PPC or pay per click can have traffic to your web site in a matter of minutes.

Benefits of PPC

• ROI or return on investment is simple to calculate.
• Speed is nearly instant.
• Targeting potential customers by using the right keywords and keyphrases is extremely easy.

Drawbacks to SEO and PPC

Both SEO and PPC have drawbacks which must be considered when planning your search engine marketing campaign. With SEO or search engine optimization the biggest drawbacks is the time factor. The internet is a fluid environment and achieving the highest rankings requires constant monitoring and tweaking of your entire website. Further, once you actually achieve a high ranking it is necessary to continue your efforts in order to maintain that high natural organic listing position.

PPC or pay per click on the other hand can be far more expensive to run than a SEO or search engine optimization campaign. One problem with pay per click or PPC is the bidding. Highly sought after keywords can cost upwards of $10 per click. Further, if not properly managed a PPC campaign can cost far higher then it should. Things like having the right keyword and keyphrase choices, proper ad copy and landing pages can also adversely impact a PPC or pay per click campaign.

PPC and SEO

PPC and SEO are two outstanding ways to drive traffic to your Web site, and are ideally suited to use together. PPC advertising can fill in the gaps for your SEO or search engine optimization campaign. During the months that you are optimizing and waiting for results, you can drive most of your traffic by PPC or pay per click ads. Once your search engine optimization or SEO campaign has taken hold, you can use your PPC or pay per click advertising to highlight special offers and new products. Additionally, you can target any keywords and keyphrases that your search engine optimization campaign didn’t focused on.

Use PPC and SEO together for the most effective search engine marketing strategy. SEO is a great investment that everyone who is serious about their Website should invest in, but while waiting on results from your SEO campaign use PPC to drive traffic to your web site immediately. Once you’ve obtained high natural organic rankings, you can reduce your PPC spending, but never stop it altogether.

Regardless of what tactic you choose, implementing any search engine marketing campaign requires learning and time, which is why many companies outsource it. If you’d prefer to have a professional manage your SEO or PPC campaigns, Bureau 24 can help. Our I.T. Experts are internet marketing experts and are here to help you navigate the often confusing, though beneficial world of internet marketing. To speak to a Bureau 24 I.T. Expert, give us a call at 702.493.7102.