There are basically two kinds of marketing strategies for search engines. The first is organic SEO (search engine optimization) that aims to boost the visibility of a website through higher ranking in search engine result pages (SERPs). The higher a website’s ranking in search engine results, the greater its chances of receiving high targeted traffic.
Pay-per-click, also known as Search Engine Marketing, is the second type of marketing and is a paid system of Internet advertising. PPC uses services such as Google AdWords to have company ads displayed on site pages when a user inputs specific keywords or phrases. Depending on the amount of routed traffic generated, a Search Engine Marketing company will then pay for the advertising services offered.
There are a number of advantages for using organic search engine optimization marketing strategies over SEM or pay-per-click ads:
Trust and Probability to click
Research has revealed that Internet users prefer natural search engine page results to sponsored links. Some consumers have even actively declared their mistrust for paid adverts. This issue is worsened by the fact that very few users who click on paid ads actually find the services or products they are seeking. The companies that rely on organic search engine optimization tend to offer users products and services tailored to their interests.
Google’s revenue in 2011 amounted to $37.9 billion. Of this amount, 96% was from advertising proceeds. For widely used keywords in high-ranking industries such as insurance and finance, the approximate cost-per-click was at the $40-$50 mark. Even though there are certain cases where PPC ad campaigns have resulted in high ROI, there is no guarantee to this. Companies who choose such marketing strategies will need large capital to fund their activities. On the other hand, if a company invests in organic SEO, there is a high probability of achieving similar results for free. Even if a specialist is hired for the task, costs incurred will hardly come close to those of PPC campaigns.
Google is not the only search engine platform
Even though Google handles approximately 70% of Internet users around the world, there is a significant 30% who use alternative search engines like Bing and Yahoo. Carrying out a PPC campaign across all search engines can be very costly. This is in sharp contrast to the results that can be obtained from organic SEO marketing strategies across multiple search engines, even though they vary in their algorithms.
While it may be true that certain PPC campaigns lead to instantaneous results, organic SEO, on the other hand, will produce lasting results, even though it may take longer to do so. The longevity of PPC campaigns is cut short when funds run out or when the campaign comes to an end. Once a company obtains natural high ranking in search engines, the results obtained will have greater sustainability.
In conclusion, organic SEO requires time and effort to produce significant and sustainable results. However, when it is finally functional, it will be a productive and rewarding method that companies can use to obtain and maintain a trusted ranking in search engine pages.