Which is Better? Contextual Link Building or PPC?

When businesses talk about their website marketing plan, there are two main tactics that are often mentioned, among a few others. Contextual link building and PPC, or pay-per-click, are sometimes considered as polar opposite methods of bringing traffic to websites. When it comes to deciding which is better, the answer can be vague. Both have been known to be effective at increasing Web traffic, but which is more likely to help achieve that goal?

Contextual link building uses the basic principles of SEO as its backbone. The more links that appear through commonly searched phrases, the more likely that keyword or phrase will yield the desired result of appearing on the first page of a search engine. Embedded multimedia content and use of social media sites to develop and promote a Web presence have been effective ways of building links. Both build reputation as an authority in addition to providing exposure.

Also effective at building a reputation as an authority, and building exposure, is writing articles. Keyword based articles can provide valuable links within commonly used search phrases for the topic or product. Many distribution options exist to build exposure for these articles, and interested readers have the chance to click through to the website. Provided that more traffic can lead to more sales, this can be an extremely effective advertising strategy. It is one of the most recommended ways to build website traffic online.

By using such methods, you build many permanent one way links from relevant websites. It is a known fact that most searches will lead to a person clicking on a natural link, or one that is contained in some meaningful context. That does not mean that other methods, such as PPC, cannot be effective. PPC involves paying to use top search terms, which appear in advertisements. It is similar to the way billboards, radio ads, and newspaper advertising try to draw business.

This can be a useful strategy. However, the links only continue to appear if you keep paying for them to be. Stop funding for the account and the link will never appear anywhere again. An abandoned campaign will quickly lead to the vanishing of your links on every ad online. Continual funding is necessary, while contextual links are permanent. There are other disadvantages, and even fraud, which can make PPC not as worthwhile. However, there are some businesses that find it useful in attracting paying clients.

While one method may have more benefits and draw more visits, that doesn’t mean the other should be discounted. Sometimes SEO strategies used in combination can be most effective. In some cases, PPC does draw in a considerable number of website visitors. Determining what works better takes trial and error. Research into how people search online, and what topics or keywords they are more likely to respond to with each method, is necessary to finding the most effective method or combination of advertising strategies.

Therefore, defining whether contextual link building or PPC is better over the other is a subjective question. Depending on the business or website, one or the other may work. Evidence provided by their extensive use suggests both can have potential. While PPC has disadvantages, it works for some, and there is no reason to change a website marketing strategy that is increasing Web traffic. Many sites use both together in their campaigns. There is no rule on picking just one single method. The whole idea is to get as many people as possible to visit your website, and to try to get as many of them as possible to buy what you have to offer.