There are two main methods to think about if you are planning to work with Internet Marketing Traffic. The first method, as already mentioned, is SEO or Search Engine Optimization. The second method is known as PPC or Pay Per Click.
Pros: Here are some of the advantages and disadvantages of employing SEO:
Users are far more likely to click on links employing SEO rather than the paid links employing PPC. In other words, people will prefer to click on natural SEO links as opposed to clicking on paid advertisements.
People arriving at your site will be looking for specific information and are more likely to stay longer than if they were to click through to your site from an advertisement. This targeted audience already knows what it’s looking for and has come to your site with a specific goal in mind.
When you create your website it is important to bear SEO in mind when writing your content, and the correct use of keywords is vital for its success. Many of the search engines, including Google, will allow you to have more than one of your pages listed on the results page. This creates an opportunity for you to deliver two messages thereby enticing more visitors to your site. By fine-tuning your site content you will be able to achieve the optimum SEO. You will also enjoy longer-term benefits than if you were to rely solely on PPC. Once an advertising campaign comes to an end the benefits of PPC are lost, whereas SEO will create more stability in terms of page rankings.
Cons: Alongside the many advantages that SEO can bring to your website there are a number of disadvantages which need to be borne in mind when deciding between SEO and PPC. Making use of organic SEO can mean it takes a long time before you start to see results. Creating keyword rich content for optimum results is a time-consuming process and it could be months before you start to enjoy the benefits. On the other hand, PPC delivers results immediately which can be of great benefit to you and your business in the short term. In other words, if you are looking for quick results you are better off employing PPC.
Another disadvantage of SEO is the results can be somewhat unpredictable, so you don’t want to become overly dependent on its use alone.
Results can be affected by seasonal variations and fluctuations in the search engines themselves. SEO needs to be thought of as an ongoing project with regular maintenance. You need to put in a lot of work in the early months in order to create long-term stability.
Whichever method you employ you cannot expect it to deliver success 100% of the time. It is therefore sensible to look closely at both methods before deciding which one best suits your needs. SEO is not only cost effective but it can also bring long-term benefits. By planning your PPC strategies with care you will be able to optimize your ROI (return on investment).
Bear in mind SEO and PPC are only two of the marketing methods available to you, and there are others you may also wish to employ. By making use of a variety of tools you will be able to create long-term success for your business, and that should be your ultimate aim.