Search Engine Optimization and Pay Per Click as Internet Marketing Technique to a Website

In today's Internet marketing strategies, being on search engines is not enough for the user: sales are a matter of trust on which they give benefits to your site. Web visitors become customers when you give them the content they're searching for.

However, along with growth, there are some misconceptions about the industry's future. New client growth is not what it should be and should given the marketers' appreciation of the importance of search traffic for their companies.

SEO (Search Engine Optimization) and PPC (Pay Per Click) are search engine marketing techniques that are used to drive targeted traffic to your website but can generate revenue as well.

PPC, or Pay per Click, ads are a way of buying visitors to your website by bidding on advertisement placements among the search engine results for specific keywords. It is a search engine advertising that allows you to quickly leverage search engine traffic by "bidding" (paying) for keywords related to your product or service

Search engine optimization, or SEO, is a natural way of achieving top search engine placement by creating a keyword rich website with a strong linking structure. Search Engine Optimization provides the lowest-cost traffic to your site but results generally take months to show up.

But which method is best for your company?

Advantages and Disadvantages of SEO vs. PPC

SEO create high search engine positioning for your website while PPC requires a higher initial investment. SEO website will require little no additional cost to keep bringing in high qualified traffic while PPC as you stop investing money, the traffic comes to a screeching halt

PPC will provide you with an immediate boost of qualified visitors, lead and sales giving a fast result for a site. It is an advertising program that seeks fast results and a good return of investment while waiting for your SEO program to come up.

SEO free search engine traffic would convert somewhere in the middle and ranking for broad keywords would provide traffic that is looking for something other than what what a page offers.

PPC is increasingly vulnerable to click fraud. It is a growing problem that further reduces PPC's ROI relative to SEO.  Although search engines do their best to hinder PPC click fraud, it is impossible to stop altogether. Natural SEO results are aware to this kind of attack. The web publishers that display your PPC ads through contextual advertising can earn revenue by implementing fraudulent clicks. Google and Yahoo can detect some of this fraud, and increasingly they are crediting PPC advertisers for suspected fraud, but there are ways to evade this detection

So, as a short term strategy pay per click gives you the clear advantage over SEO. But, the disadvantage is the cost involved. Depending on the market demand for your keywords and clicks, your PPCSE campaign can generate tons of traffic and can cost hundreds, even thousands per day. With various optimization strategies you can lower your costs, but over the long term natural search engine optimization will give you a higher return on your marketing dollar.

Whether running a PPC or SEO strategy or both it is important to select appropriate key words. In a business one of the most overlooked aspects is to make sure you target your local market.