PPC has been all the rage, with it’s fast return on results. Notice I said results, not investment. SEO has become popular again, likely due to the [wasted] dollars spent on PPC.
I see many blog posts, forum discussion thread, etc. touting one over the other. So the obvious question by those not focused on search engine marketing is “Which should I do?”
Why do we have to choose? It doesn’t seem appropriate.
Search Engine Optimization
Search Engine Optimization (SEO) is the act of tuning your site and its content to be more search engine friendly (note I said friendly, not coercive). This, like usability and accessibility, should be part of the overall site and content project plan, as well as ongoing maintenance of the site. Search Engine Optimization ensures that the site is effectively and completely crawled, it’s content is tuned for the site user and is findable via various channels, including the search engines.
Pay Per Click
Pay Per Click (PPC) is the act of creating an ad, either textual or graphical (rich media) for the sake of promoting content. This content can be informational, commercial, or promotional in nature. Marketers are usually charged a per-click rate for each ad. The rate is determined by several factors, including competition for the keywords to trigger the ad, as well as the new Quality Score from Google.
So Which Should Be Used?
Both. Here’s why…