PPC Vs. SEO Web Advertising
PPC ads are everywhere. It doesn't matter which search engine you use, you'll find the ads right there. Waiting. Another tool used by all kinds of organizations in the ongoing search for web traffic is SEO web advertising. In the midst of all the debate about which method achieves the best result, each individual organization is left to decide for themselves which strategy to try for maximum advertising benefit. Some insights and guidelines may help you in making these critical business decisions.

What Are They?

Pay per click (PPC) marketing is an advertising service offered by major providers like Microsoft, Yahoo! and Google. The scheme is quite simple. You bid for specific keywords related to your service or product so that each time someone enters those words into the search engine an ad for your company also appears on the results page. You've probably noticed the small boxed ads that appear on the right of the Google screen when you run a search. Those are PPC ads. Let's say you want to sell a new brand of motorcycle. If your goal is to have your appear each time someone uses the word "motorcycle" in the search engine, you will have to pay for that positioning. From the beginning, then, PPC is more complex than SEO because the choice of keywords is so financially critical.

Search Engine Optimization, on the other hand, uses a variety of methods to improve a site's positioning in search results by making the site more "visible" or "friendly" to the search engines. Reputable methods for achieving better search rankings include such things as strengthening your web content to incorporate keywords or enhancing your site's navigation. In this scenario, if your keywords prove to be ineffective, changing them requires nothing more than altering the content of the meta tags and text on your site. Less reputable methods to enhance search rankings include cloaking (disguising the true content of a site) or spamdexing (creating a webpage for the sole purpose of search engine rank with no viable content present.) Good SEO advice advocates substantive changes to your site to enhance rankings not underhanded tricks, which can, in some instances, actually make the search engines ignore your site altogether.

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