Search engine optimization versus Pay-per-click

So that you can rank higher in the search engines, you will need to carry out Search engine optimization on your own website. SEO includes both on page and off page factors, the off page factors tell a search engine just how popular your website is, and the on page factors help the search engines discover exactly what your website is about. You will need to adjust the on page factors so your website is much more search engine friendly. This may consist of editing the written content, meta description, title tags as well as the structure of the website. Building high quality one way links that point to your site falls under the off page factors and these links should include your keywords in the anchor text. If the links are from longer established and respected web sites they are regarded as more valuable by the search engines. Nonetheless getting inbound links from topically related sites can also be highly effective.

Search engines allow you to advertise your business using the PPC model by being able to target the keywords which are related to your website. Each time a user types in the keywords you are targeting into the search engine, your text ads are going to be displayed. The search engines charge you for each click that the text ads receive. Google AdWords is a pay-per-click advertising system that allows you to advertise your business on the Google search pages. You need to create an AdWords account, setup a campaign and write some text ads for your business. Once you have carried out research on the keywords, you add these to your AdWords account and your text ads will start to show.

Depending on your marketing goals and budget, you may choose to advertise and promote your business with pay-per-click or SEO or even both. Without doubt pay-per-click brings in the quickest results, but with time SEO can give you the highest return on investment. For the majority of companies which are just starting, pay-per-click is the best option, as you can start bringing in clients typically in the very first month. SEO is a long term investment, once you start ranking in high positions for your keywords then you will start to get a lot of traffic, however it can take months before you to start to get any results from your SEO efforts especially if your website is new.

For those who are new to PPC it may be better to engage a company that specializes in PPC management in London. Normally a company that offers PPC management in London make use of best practices to help you setup and manage your PPC campaigns so that they are profitable. If you are on a limited budget then start advertising your business with pay-per-click so that as you start to get new customers then you can start to concentrate on SEO.