Tuesday, May 27, 2014

The Most Advantageous Search Engine Marketing Solution for Small Business

On the subject of driving online visitors to small business sites, a usual question that every owner has is whether search engine optimization (SEO) or pay-per-click (PPC) is the most advantageous search engine marketing solution. Although both of them are effective in driving website traffic, business owners should sensibly consider the pros and cons of each.

Pay-per-click

It is a relatively young business model where a business would place their advertisement on another website, then recompenses the host website whenever users click that advertisement. Given this nature, PPC is usually referred to as paid search marketing.


1.    Pros – Since the advertisements can be immediately placed on a host website, a PPC campaign can show results right after the launch. In addition, you don’t have to bother yourself with the algorithm changes because PPC ads are rarely affected when search engines update their algorithms. Moreover, targeting your prospective customers is much easier with PPC because you can set the geographical location where your ads will be displayed. Needless to say, this can be very advantageous for small and startup businesses because they can focus on aiming local prospects.

2.    Cons – A PPC campaign can be very expensive especially when not done properly. Oftentimes, it can drain your budget with gaining only little benefits from the campaign. To avoid this, the campaign should be planned prudently and must be handled by a professional search engine marketing firm because it necessitates continuous optimization and fine adjustments in order for the ads to keep producing good return of investment.

Search Engine Optimization

The results from SEO campaign are often called as “organic results” because they are natural results that search engines give when a query is performed.

1.    Pros – Reaching the top spot in search result will not only provide great exposure, but more importantly, searchers would view your website as a credible one. Furthermore, a well-executed SEO program can also generate bigger ROI than PPC.

2.    Cons – The only perceptible disadvantage of SEO is that it requires a lot of time, effort, and patience before the actual results can show up, and you have to continuously contend with thousands of websites that are also seeking to boost their web ranking; not to mention that SEO schemes rely heavily on algorithm changes.

Final Thoughts

In closing, prudently weigh the pros and cons of each search engine optimization strategies to determine which of them is suitable for your business needs and objectives.