"Natural" Search Engine Optimization
"Organic" or "Natural" search engine optimization (SEO) is accomplished by optimizing your web pages and by increasing your "link popularity" by acquiring or paying for links that point to your web site. This gives you high rankings at the Search Engines for your chosen search terms. Natural search engine optimization usually gives you a much higher return on investment than pay per click. The bottom line reason for conducting a natural search engine optimization campaign is to significantly increase your margins over the long term.
FACT: More searchers click the natural search engine results versus the pay per click ads, so you'll get much more traffic for less. Natural results are viewed as more trustworthy.
FACT: One of the biggest factors to improving your rankings with natural search engine optimization is by boosting your "Link Popularity" by acquiring or paying for links that point to your web site. These links give you lasting results by giving you top rankings and traffic from the search engines. Plus, the links themselves will provide a significant boost in long term traffic.
The downside of natural search engine optimization is the time required to generate links and "tweak" your web pages and keywords to get those prized high rankings you so desire. It can take 3-6 months to reap the benefits of your search engine optimization campaign.
Pay Per Click Search Engine Advertising
If you choose to pay a search engine for visitors, this is called "pay-per-click" (PPC) search engine advertising (or PPCSE). Pay-Per-Click Search Engine Advertising allows you to quickly get top search engine placement by "bidding" (paying) for keywords related to your product or service. Pay per click will reward you with qualified visitors, boosted leads and sales within days or even hours. A pay per click advertising program could be considered a good option while you are waiting for your Search Engine Optimization (SEO) program to gear up. Pay per click also give you the added benefits of being able to quickly test your web site, track your conversion rates (leads, opt-ins, and sales) and turning keywords on and off with ease.
The downside : a PPCSE campaign can generate tons of traffic and can cost hundreds or even thousands per day. Depending on your traffic goals, you can budget $100 or $100,000 on a PPCSE campaign. There are optimization strategies which can lower your costs, but over the long term natural search engine optimization will give you a higher return on your marketing investment.
