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Search Engine Optimisation or Pay per Click?

John Murray

There are two methods to ensure your website is high in the search engine rankings: search engine optimisation (SEO) and pay per click (PPC) advertising. Many websites concentrate on one of these strategies, but it can be more effective to combine the two.

Search Engine Optimisation

Search engine optimisation can be seen as being free, but it is only free if you do it yourself. SEO is a complex art that requires great expertise. It makes sense to employ an expert to do the SEO for you. You can hire an SEO manager as an employee, but it may be cheaper to use an agency that specializes in SEO. You may be tempted to use a very cheap SEO company, but as in a lot of business areas, you tend to get what you pay for. It is usually more cost effective to pay extra for superior service.

You will need high quality content to help your SEO efforts, which can be written by someone in your organization, or outsourced, to experts such as ourselves at The Pressroom.

Pay per Click

One disadvantage of SEO is that it can take several weeks to be effective. Pay per click advertising can result in your page being seen as soon as your PPC campaign starts. You pay a fee for every person who clicks on your advert.

Search engine PPC works by bidding for keywords so that your advert appears whenever someone searches using your selected keywords. The art of finding the most cost effective keywords is not easy. Google has many tools to help you identify keywords that will be profitable for your website, but you can outsource PPC management to specialists.

Both PPC and SEO require skill to be effective so that your website features high in search engine rankings.

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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