SEO and PPC Together a Winning Combination

A divide regarding SEO vs PPC broke out over at UK Business Forums regarding which is the best online solution for a business to invest in to maximise their ROI. Its no wonder it sparked debate : it has done before and will continue to do so in the future.

My view is the best benefit for any online marketing campaign is to use both. By running an effective PPC campaign while you wait for the organic SEO listings to kick in you expose your site quickly to your targeted audience.Not only will the PPC campign in the very early stages drive traffic to your site but you can then filter out what keyword search terms do not generate conversion and thus instigate the proper corrections on your SEO side while there is time to do so.

Once you start to become more visible via the organic listings you can indeed wean yourself off the PPC. Its best to consider your options at this time because not all organic listings will process a conversion. Factors outside your search visibility come into play here such as look and feel of your web design, consumer trust if you run a ecommerce site etc …

However, I am aware of companies even though they have top page organic listings that never turn off their PPC – its better to have 2 spots in the top page than 1. Also they consider by eliminating their PPC position totally they allow room for a competitor to take their position and possibly sales.

Its best to remember that not all companies can afford both SEO and PPC together though. For those companies considering which approach to make is itself a big decision. For those that are still researching about which internet marketing plan to consider then SEO is the more cost-effective route to take.