Organic search engine optimisation versus Pay per click advertising

Organic search engine optimisation and Pay per click advertising are the two main methods of online marketing.  Both these forms of online marketing are aimed at getting highly targeted visitors to your website by making your website rank on search engine results for the keywords that you are targeting. 

Ideally a business needs to utilise both, organic Search engine optimisation as well as Pay per click advertising on order to get the maximum exposure for their business online. However cost and budget considerations often result in a business having to make a choice between using organic search engine optimisation or Pay per click advertising for their business.

1)    Many surveys and search engine marketing studies have pointed than users are more likely to click on organic search results that appear on the main section of the page rather than the paid listings that appear as ads on the right.

2)    Organic listings are non-biased and cannot be bought. As such users trust the results more than the paid listings which are a result of paid advertising. The conversion rate for organic listings is much higher than for paid listings.

3)    Rising cost of pay per click. Pay per click campaigns are becoming more and expensive day by day as competition is increasing. It is common now a days to be pay as much as £1 or £2 per click for a op 5 position in pay per click campaigns like Google ad words.

4)    The results of organic search engine optimisation campaign are more permanent that pay per click. In pay per click the results stop almost immediately at the end of the campaign whereas in organic listings the rank remains.

Although the main advantages of organic search engine optimisation over Pay per click advertising are discussed above, Pay per click advertising has its advantages. Pay per click advertising is a much quicker way to get results. This is useful to advertise events and other marketing campaigns that cannot be planned months in advance. Organic search engine optimisation is a time consuming task and organic listings often take months to achieve.

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