As a result of years of practice, experts in the field of Internet marketing have developed a number of techniques which they employ to improve a websites search engine ranking. These techniques are collectively known as search engine optimisation. Although each expert practices his own brand of SEO based on his specific experience, some of the most effective SEO interventions include:
- Keyword research
- Keyword density analysis
- Web page optimisation – title tags, meta tags, page URL and page content
- Image optimisation
- Submission to search engines and directories
- Link building
- Affiliate programs
- Tracking and reporting
Pay-per-click is based on the concept of purchasing advertising space however it does differ from a traditional print advertisement in that the advertiser bids for a specific search phrase and is charged each time a visitor clicks through to their website. Adverts look almost exactly like organic search results, except that they are served as “sponsored links” and are ranked or listed according to how much the advertiser is willing to pay for the phrase.
Why “Organic”?
Organic search or natural search is the term used for describing an algorithmic search engine raking. In other words a ranking which is achieved by satisfying a search engines algorithmic criteria. Without getting into too much detail about the ins and outs of search engine technology it bears mentioning that search engines deliver results based on a set of criteria which extensive research tells them will satisfy their users input query.
People often ask how the word organic relates to search engine results. On the one hand the dictionary definition of the word organic is: having properties associated with living organisms. On the other hand, the word organic brings to mind something which is nourishing, wholesome or healthy. Although many traditional marketers would disagree, one of a website’s primary functions is that of being a resource. Internet marketers know that resourceful websites which “feed” their users interests and imaginations attract traffic and garner brand loyalty.
While SEO takes time (usually a few months) to take effect and involves structural improvements it is also more cost effective and more durable than other Internet marketing techniques. It is thus perceived as the “healthier” Internet marketing alternative. Another reason why websites may be associated with living organisms is because of their tendency to change, grow and mature.
Organic Search vs. Pay-Per-Click
As mentioned above both sponsored and organic search results are very effective ways of attracting traffic and optimising Internet marketing efforts. Both techniques are recommended and neither method can be said to outperform the other. A generalisation in this regard would fail to take into account internal and external environmental factors such as industry performance, competitors, budget and marketing objectives to name a few.
The major differences between the two methods come down to time and cost. PPC allows you to get to the top quickly whilst attaining the same results organically could take considerably longer. The cost of a PPC campaign will depend on the demand for your search phrase or keywords. The more popular the phrase the more costly the PPC campaign is likely to be. This in turn will impact on the campaigns sustainability. Although SEO may take longer to implement effectively results will be sustained over a longer period of time.
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