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Choosing the Right Strategy
"Organic" vs. "Pay-per-click"
WHAT'S RIGHT FOR YOU
Organic search engine optimization
is the technique of modifying your current web site to appear higher on search engine results. This technique, while involving the up-front costs associated with modifying your web site, will prove much more cost-effective in the long run. The catch is that search engines take time to recognize and reindex a site. You may have to wait a couple of months to see results.
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Advantages: |
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- Long-term results-Make the changes once, and still get high rankings a year from now.
- Cost effective-Pay up front, but never pay for future hits or customers.
- Credibility-Users are sometime wary of "sponsored" results. If they see your site has a naturally high ranking, they believe it will have what they are looking for.
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Disadvantages: |
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- You must be willing to make changes to your web site.
- Flash-heavy, high-end sites may require extensive modification.
- Results are slow to appear (usually 2 months).
Pay-per-click
This is basically paid advertising. In return for a fee, you are guaranteeing that your site will appear in certain search results. The disadvantage is that you have to pay for it, continually, as long as you maintain the program. And the costs can increase over time. We recommend this approach if you have a solid marketing budget.
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Advantages: |
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- Quick to Implement-you can usually achieve results in 2-3 weeks.
- Very effective for short-term promotions.
- Very tight control-you dictate when and where your hits appear.
- No modification of your current web site necessary.
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Disadvantages: |
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- You need a long-term budget for lasting results.
- You only appear on the search engines you pay for.
- Some users ignore "sponsored" listings, preferring actual "hits" to their search term.
- Some search terms may be bid up to a point exceeding your budget.
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