Organic Search Engine Marketing vs. Pay Per Click: Which Is Better for You?

There are two types of search engine marketing campaigns: organic and pay-per-click. Organic (or natural results) is the result of search engine optimization and "traditional" SEM campaigns, while pay-per-click results are advertisements: you place a bid and depending on certain metrics (competition, cost, etc.), your ad will show up and you'll pay every time someone clicks on the listing.

While it's often best to do both together, you might want to opt for one or the other. And while many choose to go with organic SEM, some choose to go exclusively with pay-per-click advertising through outlets like Google AdWords, Microsoft Advertising, Facebook ads, etc. Here are the pros and cons of using just PPC:

Pro: You are only charged for the clicks you get

You won't pay a fee each time your ad shows up (also called "impressions"). You'll only spend when your ad is clicked on.

Con: You can burn through your budget quickly

Depending on the competitiveness of your keyword phrases, you could spend quite a bit to get your ad to show up.

Pro: Location targeting

PPC marketing is the easiest way to target your advertising to certain localities. All it takes is the click of a button.

Con: Fraudulent clicks

Fraudulent clicking is an unethical practice done by competitors and unscrupulous PPC agencies. Since you pay for every click, some may try to kill your budget with repeated clicks in order to get your ad(s) delisted.

Pro: Quick results

Organic SEM efforts can take months to materialize, while PPC efforts are immediate. You'll begin to see traffic almost instantaneously.  

Con: Can be fleeting

Once your budget is spent, your ads will no longer appear. And when that happens, traffic to your site can drop off quickly. 

"When Will I Be on Google?"

If you're looking at SEO or search engine marketing, then you no doubt have one ultimate goal: ranking at the top of Google, Bing and Yahoo. Having the No. 1 ranking for highly competitive keywords and phrases places your website far above your competitors, and when your website earns a No. 1 placement, you're almost certain to get the most traffic – and business – instead of your competition.

But, it's difficult to say when this will happen. If you're wondering, "When will I be on Google?" or when your website will rank at the top for a certain phrase, don't expect it to be an overnight thing. Companies who promise top rankings in a certain period are most likely looking at you as low-hanging fruit ripe for the picking. So, why can't predictions be made about search engine placements? There are several reasons:

Algorithms are always changing

Search engine algorithms are always changing to make for a better user experience. These are trade secrets, and techniques and strategies that may have worked six months ago might not today. And when a change happens (especially in Google's case), rankings can be affected.

Rankings are the results of effort

You've created a great website, and you're ready to roll. You let it go, waiting for things to happen. Three months later, they haven't, and you're getting frustrated. Understandable, but rankings don't happen just by creating a website. A great SEO campaign can get your site the rankings and traffic you desire. If you want your website to rank No. 1 for an extremely competitive term, know it will only happen after a great deal of effort.

New competition everyday

While you're waiting for your website to get to the top, so are your competitors. And the battle for rankings can be fierce, and if you don't have an Internet marketing tank on your side, then your website might be a forgotten casualty.

Have questions or a comment? Share your thoughts on the WebDrafter Facebook page or tweet us @webdrafter.

Questions to Ask Your SEO Company

Searching for an SEO company can be hard if you're not familiar with what search engine optimization and search engine marketing entail. So, it's important to make sure you're not losing business even before work begins underway.

Here are three questions you should ask SEO companies before you make your final choice:

"Do you have references and/or case studies?"

Any SEO company that exalts its abilities should be able to prove they can walk the walk and not just talk the talk. If you ask for references and case studies so you can see whether they know their stuff or are just blowing hot air, and you get nothing, then they are probably hiding something you'll want to give more consideration to the other contenders.

"How will it take until I see my site at the top of Google?"

We'll touch on this in more detail next week, but no one can or should guarantee you "No. 1 rankings." When you ask this question, you shouldn't receive a definite answer, and if you do, then it's highly advisable you look elsewhere.  

"Will I receive a report?"

If the company will also be administering search engine marketing campaigns, then you should receive from them a report of what was done on a monthly basis. They should be more than willing to answer affirmatively when you ask this question, and if they don't, then they're probably not as ethical as they're making themselves out to be.  

Is your SEO company reputable?

For every good SEO and Internet marketing company, there is another that seeks to do little more than take your money while not giving you the results and ROI you deserve. Sure, you might rank No. 1 for a keyphrase, but if no one is searching for it and therefore isn't generating traffic, are you really at the top or is your bottom line getting skimmed?

So, how do you know if your SEO provider is ripping you off? Here are three key signs you're not getting your money's worth:

You never hear from them

At WebDrafter.com, we touch base with our marketing clients on a monthly basis, so we can find out what's happening on their end, and vice versa. This way, we can learn about specials and products they wish to promote and feature, while getting news and tips about their respective industry.

Sadly, some companies never hear from their provider. And when this happens, their probably not seeing results either, which leads into the second sign …

You don't know what they're doing

If you're not receiving a report outlining what your SEO firm is doing to help your site's rankings and traffic, then your investment most likely isn't providing you with a return. Or, if you do receive a report, but don't understand what it all means, and get the runaround when you ask questions, you're probably getting ripped off. As a site owner, you need to know what is being done, as some tactics can hurt. Don't be afraid to call them up and demand answers. And if you can't get them, then it may be time to find another company.

You're guaranteed "No. 1 rankings on Google"

"We'll express submit your website to Google, Yahoo! and Bing!" You've probably seen a self-proclaimed SEO expert guarantee you this, while telling you they will be able to get your site ranked No. 1 on Google and "all other major search engines OVERNIGHT." There's just two problems:

1. There's no such thing as "express submission" when it comes to Google, Yahoo! and Bing.
2. No one can guarantee any sort of rankings.

If you've heard this from your SEO provider, you'll more than likely want to begin looking somewhere else.

Further reading from WebDrafter.com:

-          Avoiding Search Engine Fraud

-          Are You "Low Hanging Fruit" for SEO Fraud?

-          Search Engine Optimization Fraudsters

-          SEO Companies Are Stalking You