Pay-Per-Click (PPC) advertising and search engine optimization (SEO) are the two major options in website promotion. Both of them are widely used and, when they’re used correctly, both can bring traffic to your site. They have some characteristic differences.
- PPC increases traffic faster than SEO, most of the time
- PPC costs every time your link is clicked
- SEO is based on offering your customers something other than an ad
- SEO tends to have more longevity where increasing traffic is concerned
No matter which method you choose, there is a lot of competition out there. According to a report by the Global Markets Research division of Deutsche Bank, online advertising will grow to a more than $28 billion industry in 2018; that’s in the US alone!
A PPC advertisement is just that, an advertisement. It generally offers no substantive information about the subject of the search and there are few Internet users who won’t recognize them as advertisements. There may be some customers who click on them on the search engine page, either because they’re specifically looking to impulse buy or because they don’t realize that the PPC results do not actually search results. While most users may not understand the specifics of the PPC arrangement, they most certainly understand that those ads are there because they’re paid for, not because the site was the best choice for their query.
Where SEO is concerned, there is a viable chance at getting into the top 10 listings for search results relevant to your keywords. The search engines use proprietary algorithms to determine the relevancy of any site to any given query. It takes good content and good programming skills to win the contest for the top spots and, in winning the contest, you gain some credibility. With PPC, you get the top listing by paying the most money for the keyword that applies.
Article marketing is based in offering substance to your visitors. Even though the search engines make a lot of money off of PPC, their main moneymaker is still their ability to point searchers to the sites that most closely match the terms used in a search. When a search engine places your site in the top 10 listings for a search, they’re saying that you’re among the top 10 sites in their entire index for information on the subject of the search. This is quite an endorsement. People who are seriously looking for information are likely to avoid any advertisements they see, as they know they’re going straight to a sales page if they click them. Substantive articles, however, that are put forward by the search engine as the best source of information, have an impact, especially for those who shop or seek information methodically and seriously.
PPC does have its advantages, of course, and it would be untrue to say that it doesn’t. It tends to appeal to those who are in a rush to spend their money and who are focused on the keywords in their searches more than the content of the pages they visit. The trick will be to determine which method will appeal to your customers and, of course, which one makes your site appear more legitimate.
The Advantages of Article Marketing
According to a study by the firm iProspect, a full 36 per cent of users regard the top listings returned by search engines as the best sources of information for the brands they’re seeking. This has increased since a similar study done in 20017. The same study found that, when searchers don’t find what they want among the results, they tend to look on other search engines for the same products or information. Because SEO efforts can yield results across several search engines, this gives SEO an advantage. According to the same study, 62% of users will end up clicking on the results that appear on the first page. If your site doesn’t show up until page 4, you’ll be out of luck: A full 90% of users abandon the engine or execute a different search if they don’t see what they want by page 3. Being on the top of the heap matters, and it matters more every day.
Why PPC is Popular
It wouldn’t be true to say that PPC doesn’t have some very attractive features. The most attractive of them all, arguably, is that the results are very fast. A PPC ad goes live as soon as it is purchased and, provided that you pay enough to show up on the listings before your competition does, you may see a significant bump in traffic. A PPC campaign, however, still offers the person clicking the advertisement nothing of substance. They’re great for generating hype and forgiving yourself an ego boost from the increase in traffic, but the jump in traffic is oftentimes not sustained. The costs of these advertisements increase as you get more clicks, of course, a significant contrast with article advertising.
PPC campaigns are, by their nature, short-lived. They cost more to maintain over the long term, so they have to provide sustained traffic to justify the expense. Of course, PPC campaigns are principally known for generating fast bursts of traffic, not sustained traffic to a site, which is exactly the opposite of what would be desirable.
A PPC ad, in and of itself, is also something of a bait-and-switch form of advertising. In the broadest terms, the two types of surfers that click on pay-per-click advertisements are from one of two camps. They may understand that it’s an advertisement and, after going through the trouble of using a search engine, have opted to click on an advertisement instead of actually using the search results they wanted. The second type of user would be those who believe they’re clicking on search engine results when they’re actually clicking on an advertisement. In either case, the surfer is getting no real information, which is the entire point of using a search engine at all.
In contrast to this, an article that gets your site listed among the top search results is actually giving your customer something of value. Unlike a PPC campaign, you don’t have to renew the article month after month. Once it’s available, you can leave it available for the entire lifetime of your company. Even if you forget about it altogether, it will still be available and, if it’s good, it will still give your customers something more useful than an advertisement.
The major advantages that article-driven SEO has over PPC can be summed up thusly:
- Article marketing develops SEO by providing useful resources for users
- Article marketing allows you to control the image your company projects
- Article marketing requires no additional technological resources, such as landing pages, extra domains and so forth
- Article marketing provides a perpetual SEO benefit
- Article marketing doesn’t require continuing payments
ROI-Return on Investment-is one of the most important criteria for judging the merits of an advertising campaign. As we’ve already seen, the ROI you can expect from a PPC campaign is variable, depending upon what venue you choose to run the campaign.
According to blogger who coming up with a formula to compare the ROI differences between SEO and PPC is a bit complex. The nature of an SEO campaign based on articles makes a significant difference. The basic difference is that, when you cut off your PPC program, the value from the effort vanishes. It requires you to pay for it constantly to get any ROI at all. With article marketing, you can take a few months off or keep it going and drive more traffic, but whatever elements of your advertising campaign have already been posted will continue to generate traffic, and will do so indefinitely.
In fairness, PPC campaigns do have value. They can give your site a nice bump in traffic and, depending upon the effectiveness of your advertisements and your keyword choices, as well as the spending habits of your visitors, they can generate quite a bit of traffic, just at a costly price. Over the long term, however, most experts agree that SEO efforts that focus on article writing provide the kind of organic search engine results that surfers are looking for and project the kind of image that surfers trust. For more info or advice goes to DRICKI.