To SEO or To PPC?

To SEO or to PPC?

That is the question . . .

In today’s ever-growing online marketplace, with companies constantly jockeying for top position to grab the attention of potential customers, two different methods of promoting websites have emerged: SEO and PPC.

So, what do those letters mean, and which method is best for your goals?

Search Engine Optimization (SEO)

This method works to position your website as far near the top as possible in search engine results, by embedding certain “keywords” throughout your site’s content. The presence of these keywords (words that users might type into a search engine such as Google in order to find information on a given subject) in your site is what causes search engines to find your site and list it in search results.

Many people consider the SEO tactic for web promotion to be a “free” method of bringing customers to your website, since they are not paying a fee for it. However, it’s not actually free. It takes a lot of time and effort to optimize your website and build content, and that can be very costly. You can learn more about SEO at this link:

Also, check out my e-book on this topic here:

Pay-Per-Click (PPC)

PPC is an advertising technique that is gaining popularity on the Internet. PPC advertising involves sponsored links that are typically in the form of text ads (appearing both in search engines’ result pages or their affiliates’ websites) and graphical ads (usually appearing in affiliate websites only). Advertisers pay per visitor who clicks on the advertising link, hence the term “pay-per-click.”

PPC is the fastest and easiest way to set up in your advertising campaign. Take Google’s popular Google AdWords program as an example. With Google AdWords, you can go to to set up and register an account. After creating a simple text ads message for your website and choosing your targeted keywords, you are ready to start your campaign immediately.

In most pay-per-click programs, you can control the daily budget to be spent, and through the Internet, you can easily track your campaign’s effectiveness by taking measure of the visitors’ activities on your site and tracking their behaviors using website software. Google now offers a very popular free service called Google Analytics to track visitors. To access this service, simply go to and start your online tracking.

Which method is right for you?

That depends on your goals at this point in your development.

In short term, if you are in a hurry to bring customers to your site and test the effectiveness of your newly built web page(s), go for pay-per-click. There is no easier or faster way to set up an advertising program than PPC, which you can use immediately to bring your website to millions of Internet visitors all over the world. And you can also target specific niche customers by using carefully chosen keywords, regions, and languages. But remember, it is a recurring expense that could eat up a lot of your advertising budget.

In the long run, try your best to capitalize on your efforts in using SEO techniques to build your website to receive free referral traffic from search engines. This method can be costly at the beginning, but your effort will pay off in the long run.

Tags: SEO Vs PPC