Optimization of Sites vs. Pay Per Click (PPC)?

In this digital world, everyone is curious about various digital marketing terms like a search engine, pay per click, campaigns, ranking on the search engines, etc. To focus on these terms and to elaborate SEO vs PPC read this article. There are two ways which help your website to appear on the first page of results of search engines when someone makes a search using a word or phrase related to their niche:

1.- In the Organic or Natural Results


The organic or natural results are determined by the search engines through their algorithms (and sometimes also with some human help). The sites that appear in these results are the most relevant for “x” or “and” search phrase, according to the criteria of each of the search engines. It is NOT paid to appear in the organic listings. Normally, these occupy the main section of the search results pages.

2.- In the Sponsored Links under the Pay Per Click (PPC) Model


Sponsored links in Pay Per Click or PPC, as it is known to this advertising model, do not depend on search engine algorithms and IF you have to pay for your site to appear in them. These usually appear on the right side of the search results pages and sometimes also on the top with a sky blue background (Google and Yahoo! 7) or light gray (MSN). It is not paid when the ad appears, it is paid when someone clicks on the ad; hence the name Pay Per Click.

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There are several advantages and disadvantages to each of these options. These are some of them:

The Difficulty

For a site to appear in organic results, it is necessary to optimize it for search engines. This requires specialized work that not everyone can do correctly.

On the contrary, for your site to appear in the sponsored links, you do not require it to be optimized for search engines; you just have to mount the campaign and be willing to pay for every click that is made on your ad. I’m not saying that this does not require some knowledge, but in short: designing a PPC campaign is simpler than managing a search engine optimization campaign.

The Visibility

It is proven that organic results take most of the clicks, but it is also a fact that it is impossible to appear in that section for 100% of the search words and phrases relevant to your niche.

On the other hand, under the Pay Per Click model, one can “tell” the search engines when they want a particular site to appear. Since there is no limit to the number of search words and phrases that can be used in your PPC campaigns, this can significantly increase the visibility of your site.

The Time Factor

Appearing in organic results takes time. Depending on the search engine and the competition, this can take from a few weeks to several months. The advantage is that since you reach good positions in the pages of results of the search engines, these are usually kept for a long time and the traffic that is received from them is “free”.

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On the other hand, appearing in sponsored links takes a maximum of 72 hours the first time you set up a campaign, and then it can be done in practically five minutes. If your site is new or is not well optimized and you want to get traffic quickly, this is a good solution. The problem is that when you stop paying for each click, you also stop receiving traffic.

Administration and Costs

A search engine optimization campaign takes time and requires specialized work. Normally it implies an important investment.

Managing a PPC campaign is much simpler and takes less time. Therefore, administration costs are lower. However, you have to know how to do it. If it is not done carefully, the number of clicks can be raised a lot and the PPC campaign may be equal to or more expensive than a search engine optimization campaign.

There are other aspects to consider when we talk about search engine optimization campaigns versus Pay Per Click (PPC) campaigns. It is also IMPORTANT to measure the effectiveness of each of them. It is really impossible to review all this topic in a single blog post so I will talk about other important points later.

At the moment, I hope I have clarified a bit of the panorama and cleared some doubts about the advantages and disadvantages of the optimization of websites for search engines against the Pay Per Click or PPC campaigns.

By the way, if you ask me what is ideal to get the best possible visibility in search engines, my answer is a well-optimized site and a well-designed PPC campaign.

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