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Search Engine Optimisation vs Pay per Click Advertising

in Pay per Click, SEO

Search Engine Optimisation (SEO) is the process of modifying a website to achieve high organic rankings in search engines for certain keywords.

Pay per Click (PPC) advertising is where you pay a search engine every time some clicks on your ad. Google Adwords is the main company in this sector.

In 2005, £4.70 billion was spent on Pay per Click marketing, compared to only £1.05 billion for search engine optimisation. Both techniques have their advantages and disadvantages.

For most small businesses the instant nature of pay per click advertising, its predictability, and better cashflow will make it the preferred choice. However, search engine optimisation should also be carried out, perhaps by yourself initially. For more information see how to optimise a website and the list of online directories that you can submit your website to.

In the debate of Search Engine Optimisation vs Pay per Click both marketing strategies are important. PPC can be used until SEO results begin to come through, at which point PPC spend can be reduced.

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