10-17-2006
PPC or SEO to achieve short term and long term goals
As a Web copywriter, I’m often asked whether I recommend Pay Per Click (PPC) advertising or search engine optimization (SEO) for long term success.
My answer is always: “How much time do you have - ideally, you’ll use both strategies. SEO gives long term success, while PPC is useful for short term results, as an adjunct to a marketing campaign.”
Use PPC to turbo-charge marketing
If you’re running advertising in your local paper, or in other offline venues, PPC makes a valuable contribution. You’ll reach customers you could reach in no other way.
Use SEO to achieve your long term business goals
Search engine optimization is a long term strategy. You need patience. You won’t see the results of your efforts for weeks - or for months, if you have a completely new site. There’s no way to speed up SEO, because you have no control over when the search engines spider your site, nor over dozens of other variables, including what your competition is doing.
Since SEO results take time, some site owners dismiss it, as irrelevant. This is a mistake. Over time, nothing brings you a greater return on investment than organic, strategic SEO.
Technorati Tags: PPC, SEO, Web site goals
Angela Booth, top copywriter, author and writing teacher.
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