Pay Per Click Or Search Engine Optimization: Which Is Better?

Most Websites Need Both SEO and PPC

Originally Published: July 3, 2007

Pay per click advertising (PPC)

PPC Advantages:

You get instant results. If you advertise your website on pay per click search engines, then you will get traffic now and not several months later.
PPC ads are perfect for time limited offers such as holiday sales.
You can stop PPC ads at any time.
PPC ads make it easy to test different keywords and landing pages.
PPC ads also work with websites that are not very well designed and wouldn't get good search engine rankings.
PPC ads allow you to bid on a large amount of keywords, including misspellings and other keyword variations that you cannot put on your web pages.

PPC Disadvantages:

PPC advertising can become very expensive if you bid on the wrong keywords or if you don't calculate the maximum bid price correctly.
Click fraud can be a problem. Not all clickers are potential customers.

Search engine optimization (SEO):

SEO Advantages:

Traffic through organic search engine results is almost free if the up-front work has been done.
After optimizing your website you can use your money for different things and the optimized site will still run.
A larger number of visitors and search result clickers is not a problem.
Search engine optimization delivers long term results that don't require permanent financial input.

SEO Disadvantages:

SEO can be relatively time-consuming up-front.
SEO can require a redesign of your web pages to make your website search engine friendly. However, this usually also results in a better user experience.

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