What is the  the difference between pay-per-click (PPC) and  search engine optimization (SEO) ?  Well,  simply put, the strategy, invest and return ratios are vastly different.  It is commonly known that - PPC gets 15% of the clicks and 85% of the search budget. SEO gets 85% of the clicks but just 15% of the budget. So a good analysis of strategy should be in order before any new campaign.

PPC marketing, like AdSense and others are a short-term strategy, with short term results many times, with a quick result.   In many cases, you can see a same day, and even same hour increase in traffic, and possibly sales, as a result of an Adsense campaign.  As many of you already know, increased traffic does not always translate into increased sales, which is why PPC campaigns fall short.  Other reasons include:

1. expense of running a long-term PPC
2. failure to convert visitors to customers
3. inability to determine why visitors did not convert

SEO marketing on the other hand can be a very good long-term strategy (weeks to years) but is never a good idea for same day, or even same week results.  The main issues with SEO marketing strategies are the turnaraound time - developing strategies, research, content and web development time, implementation, testing, and finally tweaking, can be time consuming.  Not to mention the lag time for Google and Yahoo to spider and re-index pages that have not been altered in some time.

Most of the time, SEO considerations should always be part of any web marketing strategies, and any PPC activities should be weighed in any evaluation in relation to a long-term strategy.

For more information about PPC vs. SEO, please contact us

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