Following our last post on the advantages and disadvantages of paid search (PPC) we now look into the advantages and disadvantages of SEO (search engine optimisation).
Search Engine Optimisation is an on going practice of enhancing websites internal and external aspects to ultimately achieve marketing strategies laid down by the client, and the criteria dictated by search engines algorithms.
This quote from Wikipedia explains in a much simpler way what SEO is:
“Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.”
The benefits generated by a well planned SEO campaign are numerous. It gives your website exposure and visibility by improving its rankings organically without having to pay the Search Engines, SEO ensures your site is easily navigated and ensures the website is geared towards your visitors to turn them into customers, and there is no point in getting your customers to the site if they don’t want to stay.
Search engine optimisation services are not expensive if compared with PPC ads, when you hire an SEO company you will pay a monthly fee and nothing else, while with PPC costs could vary according with the numbers of hits and competitiveness of you targeted keywords.
A well planned SEO campaign seeks to connect your products/services/ideas to people who are already looking for what you have to offer. That is done by an extensive keyword research aimed to find the most profitable and appropriate keywords to be used within your site.
Probably the biggest disadvantage of SEO is that results don’t come over night, it can take a few months before your site will start to move up the SERPs. Success isn’t guaranteed or instant unlike PPC.
Search engine optimisation is a time consuming process, the techniques used by an SEO specialist can take hours when done properly; Competitor Analyses, Link Building and the initial Keyword Research are on the top of that list.
Some times it can be very hard to write about things you believe in and enjoy without taking sides, so why don’t you help us complete this post.
What do you think are advantages and disadvantages of search engine optimisation campaigns versus PPC?