SEO Can Be More Effective and Profitable Than Pay Per Click

July 28, 2010 by Frank Goley, Business Consultant

I use both Cost per Click (CPC), or commonly refered to as Pay Per Click (PPC), and Search Engine Optimization (SEO) to be found by clients on the internet. With out a doubt, SEO is the preferred way for a multitude of reasons I will discuss in this post. I actually use Cost Per Click to help my SEO efforts and use CPC in keyword areas I am not naturally ranking well yet.

Reasons Why SEO is Superior to CPC

ü You don’t have to pay CPC fees every time someone clicks on your link, whether they are a hot buyer or someone just surfing for info.

ü Top five positioning in the General Search Results shows credibility and relevancy, which turns into high click thru rates and conversion rates. CPC ads don’t necessarily have either.

ü SEO can be as targeted as CPC so you can zoom in on the right type of customer.

ü The general search results normally grab the initial attention of an internet searcher and then CPC. Don’t you want to have first dibs?

ü A general search result displays a page title and detailed description of the page, which is much more comprehensive than a CPC ad’s title and description. This gives you a much better chance of being clicked on.

SEO is Hard Work

While there are a lot of reasons why SEO is superior to CPC, it takes a lot of work. You need to have solid, relevant content and lots of back links from other sites validating your website to get in the top 5 general search results. With out top 5 placement in the general search results, you won’t receive quality traffic. SEO takes time and consistency, while CPC can be implemented in a day and be on page one of the search engines.

SEO can Help Your CPC Ads

Good SEO can also help you rank better in the CPC sponsored ad area for a lower cost per click. Optimized web pages and relevancy work in favor of your CPC ads.

Use CPC to Help Your SEO

Determining where to spend your energies in SEO is very important. Identifying what keywords will be most profitable for you is absolutely key in SEO, so you know what keyword areas to optimize for the type of business and customer you need to be successful. CPC campaigns can quickly determine what keywords and pricing levels work the best. Then take that research and optimize your website for it.

Use CPC with SEO

Since SEO takes time to work, especially if you are going for top 5 placement, using CPC where you aren’t ranking well is effective until you are well positioned and/or are receiving enough organic business from a particular keyword. Also sometimes you will rank higher on one search engine verses the other so CPC can help you on the search engines where you need better exposure.

For more help on SEO Strategies, please see my Search Engine Optimization Article.

Video Resource: PPC vs SEO

Posted in Business Internet Strategies.

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