Is Organic Search Engine Traffic Better Than PPC?

Many Website owners begin their online marketing efforts wondering which search engine marketing tactic will be most effective…  Organic Search Engine Optimization or Pay per Click Search Marketing?   The answer is tandem utilization of Organic and Pay per Click search engine marketing has proven to be the most effective.   If however, you want to tap one area initially, we suggest the following:

A. Determine your patience level – While both Organic Search engine Optimization and PPC marketing deliver amazing results, organic optimization requires a longer time period to implement and perfect … as much as 6-8 months.   Assuming your Website is content rich, a PPC campaign can be up and running in ¼ of the time.

B. Budget – PPC search engine marketing enables you to implement as many keywords as your money can buy.  The question is, can you sustain a significant expense ongoing?

Organic search engine optimization is more cost effective over the long haul, yet much more cumbersome to modify.

C. Testing – There is no faster and more economical testing vehicle than Pay per Click Marketing.  In an instant, you can change bid prices, keywords, ad variations, geographic targeting and more.  You have the luxury of running as many keywords and ads as you want, where you want and when you want.

D. Market Reach – 75% of Internet users click organic results compared to 25% who click paid listings.    Your keyword/ad visibility is limited to the PPC search engine itself and its network of Websites.      In the case of Google… this is significant.  Organic optimization enables you to achieve greater visibility across a multitude of search engines (Google, Yahoo, MSN, ASK) and their networks. Potential visibility is therefore higher organically, coupled with the fact more visitors opt to click organic results means more traffic is potentially generated via organic SEO.

Since most visitors spend time researching products and services online before they act or purchase, it is imperative to be found in as many potential “spots” as possible. Each Website has its own unique selling propositions and goals, thus what works for one site might not work for another.  Your job is to determine what works best for you and fine tune it on an ongoing basis.  The power of a strong organic search engine presence coupled with a well researched and planned PPC campaign can be a winning combination.

The first step of any online marketing endeavor is to include tracking/analytics on your Website from day one. Google Analytics is a free tool and can be set up on your site easily.

The Internet is the only advertising medium that affords you the opportunity to track your campaigns down to the keyword level and thus determine the ROI of every campaign.

SEO and PPC Consultants


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