Companies develop web sites for a variety of reasons:  mine sale leads, collect data, share product information, or expand brand recognition.   The ultimate goal of a website has always been to generate as much traffic as possible, and convert as much of that traffic as possible into a sale.  There are two very powerful, but different, methods that will drive traffic to your web site:  Pay Per Click and Organic Search.

Although commonly cited as different approaches, Pay Per Click and Organic Search are really just two different pieces of the Search Engine Marketing puzzle (SEM).  Click-through rates (CTR) and eye pattern studies have confirmed both as powerful traffic generating tools on search engine results pages (SERP).   Each employs unique techniques and methodologies to achieve the same end goal.

Pay Per Click, PPC,  is search marketing tool in which advertisers bid to have their ad appear on a SERP based on the search query.  It is called “pay per click” because the business must pay for each user that clicks on the displayed ad.  PPC is the best tool for advertisers who need immediate results, have a highly targeted target, a time sensitive promotion, or want to dominate a specific search term.  The advantage of a PPC campaign is that it is quick to implement; uses keywords and controls to determine how, when, and where, an ad will be displayed; funnels all traffic to a specified landing page; and reports can be easily generated so that the campaign can be optimized.  The downside of a PPC campaign is that is can be very expensive since the advertiser is paying for every click; there is no long term benefit to a PPC campaign; and landing pages need a strong call to action to take advantage of the PPC investment.

Organic Search relies Search Engine Optimization (SEO) techniques.  SEO is a system of techniques and link building strategies aimed at propelling a web site to the first page of major SERPs.  SEO is the best technique for sites that want consistent search rankings, or want to be recognized as an authority in their field.   All web sites should employ SEO strategies, without any regard to PPC, because studies have shown that 80% of web traffic is generated from search engines.  Other advantages to SEO are that results are more consistent; effects are long lasting; and will increase the value of a website over time.  The disadvantage to SEO is that it takes time to build authority, traffic cannot be controlled or directed, and it is not the best tool for time sensitive promotions.

Here is a breakdown of the pros and cons of each Search Marketing tool:

So which search engine marketing method is best?  All web sites should use  SEO techniques to maximize their effectiveness, but both are proven winners depending upon your needs.  The best approach is a combination of both methodologies, dependent upon marketing goals and budget.