There are two main types of Search Engine Optimization (SEO) results, Pay-Per-Click (PPC) and Organic or natural results. PPC advertising is paying for a result when someone searches the internet for a service or product. Many people, when they search , know the difference between a paid advertisement and a natural organic result. The paid ads are almost always at the top of any page and on the sidebar. You know, the ones in pink… Those are paid results. Someone is paying good money anytime someone clicks an ad and lands on a company webpage. Anyone can pay his or her way to the top position. For nearly any keyword search you will see someone willing to pay to direct traffic. But, while companies can pay Bing or Google to get good position on search pages, search engines also show real results right below those paid ones. Real results that are driven, not based on how much someone paid for it, but by being relevant for the search term.
Many companies pay for PPC advertising for many reasons. Highly saturated markets for competitive terms can take time to corner and it might make sense, in the short-term, to use these methods. However, consumers realize these sites are paid for and don’t garner much trust. It’s clear that they’ve paid for these results. Most people follow real results they can trust due to being relevant not how much they pay for it. And, of course, once they stop paying for an advert, their position in the results is gone.
Most organic SEO starts with the website itself. In many cases business pages, even if they’re designed well, have little or no SEO performed. They may also have been improperly configured with poor keyword choices. Most SEO specialists start with keyword and phrase research to know what terms are actually being searched for by customers ready to buy. Using these words may require on-page optimization to tags and titles which are evaluated by the search engines.
This approach is also effective in the longevity of these search results since it provides the authority and relevancy the search engines are looking for. You cannot achieve relevancy by paying or using under-handed methods. Being a web authority involves providing continuous change and updated content that consumers want to read. Sticking with relevant content and building your influence by creating links to your site will keep you on top of the search results. And, since Organic SEO lasts, companies are re-evaluating their long-term strategies.
It’s easy to see how Organic SEO can trump Pay-per-click advertising. With proper planning and execution, an organic SEO campaign can help accomplish a company’s goal of being on the first page of search results and driving more sales as a result. Companies often pay very large sums of money on PPC campaigns. And, while PPC isn’t a bad idea on its own, the benefit ends when the money stops. Organic SEO, on the other hand, continues on long after your efforts. If your page ranks well naturally, it will likely continue to do so in the future. And, of course, if they appear on their own, it means there is a greater chance of finding the relevant content there.