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We hear it from clients all the time: “Should I be doing SEO? ...or PPC?” For the answer, read on... Actually, it’s a bit of a trick question. There is no forced choice between SEO and PPC; each should be pursued to the extent that it yields a satisfactory ROI. For most companies, that will usually result in doing both; and to the extent that both make business sense, they can in fact be mutually reinforcing.
SEO Pros: Higher visibility; more traffic; traffic is free. Cons: Lack of control; requires constant dedication to content and linking; “waiting game” |
PPC Pros: Instant; highly controllable; Pay only for clicks to your site; extremely measurable. Cons: Less visible, less traffic than organic. Traffic isn’t free.
| For starters, every company with a website needs to engage in search engine optimization to at least some extent. Investing in a well-designed website, but then failing to take the straightforward steps to ensure that the major search engines will find the site in response to likely queries, simply makes no economic sense. We give you the basics in the SEO section of this site; beyond that, there’s our SEO White Paper and of course our consulting services, tailored to your business context. The case for PPC is much more situation-dependent: some keyword “markets” are still relatively cheap, whereas others have become so competitive that it may no longer be possible to generate a return sufficient to cover the high per-click cost. Each situation is unique, and needs to be evaluated on its own merits. We give you a recipe for doing just that elsewhere in this section, as well as the key ingredients for developing a successful PPC program. Further depth can be found in our PPC White Paper. While less esoteric / more transparent than SEO, there’s no getting around the fact that doing PPC right takes a major time commitment, leading more and more companies to decide to outsource their PPC program ...and eMagine’s experienced staff stands ready to meet those requests.
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