Pay Per Click And Search Engine Optimization – A Perfect Marriage
By Halstatt Pires
Pay per click or search engine optimization, which one should you use? Many view PPC marketing as a colossal waste of money while others disdain search engine optimization. In reality, the two marketing strategies form a perfect marriage.

Pay-Per-Click - PPC

PPC marketing is a love it or hate platform. For the “love it” crowd, PPC marketing is a way to get instant exposure and feedback on site designs. In a matter of minutes, you can start receiving traffic and adjusting your site to convert the traffic at the best rate possible. For those in the “hate it” crowd, bids are to high and one never knows how may of the clicks are fake and worthless.

Search Engine Optimization – SEO

As with PPC, marketing has its proponents and detractors. Those who love it look at the free traffic and glorious profitability of a site that converts the traffic at a decent rate. Detractors view as an unnecessary waste of time since it can take a year or more to get high rankings, particularly on Google. Detractors also argue that high listings are subject to changes in the search engine ranking process, which means you can lose your rankings.





So, who is right? In truth, both sides make accurate arguments. PPC is expensive and click fraud is a monstrous problem. produces free traffic, but it takes along time to get to the top and rankings are subject to the whims of search engine ranking changes. The truth, of course, is both marketing platforms should be used whenever possible.

Marketing Marriage

Every site is unique, but most should combine PPC and marketing as part of an overall internet marketing strategy. When starting out, the PPC campaign is critical for getting immediate traffic and tweaking the site to maximize conversions. At the same time, a campaign should be undertaken. As the site rises in search results, the PPC campaign should be fazed out for the relevant high listings.

PPC and marketing are not mutually exclusive. When married together as part of an overall marketing strategy, both platforms will deliver the goods.

Halstatt Pires is with MarketingTitan.com - an Internet marketing firm.