13 Aug Number 1 on Google – Should I pay to get there?
Organic Search Engine Optimisation
ADVANTAGE: Effective organic search engine rankings are more cost effective compared to a PPC campaign. According to recent studies, 70% of search engine visitors clicked on organic search engine rankings while 30% click on the PPC results.
DISADVANTAGE: With organic SEO, there is no guarantee of a specific result. You are competing for position in the search engines and regardless how well each page is optimised there are other influences on how pages are ranked which may be beyond your control. Be very wary of the promise of “I can make you number one” – Google is constantly changing the way it ranks pages and you can see your website bob up and down the rankings at times.
Pay Per Click (PPC)
ADVANTAGE: PPC gets immediate results! Paying for prime position does exactly that.
DISADVANTAGE: Bidding on Google AdWords and Yahoo Overture starts from $0.10 per click which implies a very cost effective method of acquiring customers. The hidden drawback here however is that for competitive keywords and phrases the bidding can quickly soar to a very unattractive $15 per click! Achieving top positions for competitive keywords can quickly blow your budget.