Two major methods of promoting a website are organic SEO (Search Engine Optimization) and PPC (Pay Per Click). Organic optimization uses various methods to make websites appear as high as possible in the regular search results; on the other hand, PPC makes the site appear at or near the top of search results for relevant keywords, but the website must pay the search engine for each click it receives. Here are some things to consider.

COST: Advertising with PPC has an on-going cost; if the advertiser stops paying, no more clicks will be received after already-deposited funds have been depleted. Paying someone to do organic SEO for a website has an initial cost, but continues to provide benefits after the work has been completed. Unlike PPC, it is possible for website owners to carry out organic SEO efforts without paying anyone, if they have sufficient time and expertise. An advantage of PPC versus SEO is that advertisers don’t have to pay if they do not receive clicks; however, there is no guarantee clicks will result in sales, donations, or repeat visitors.

TIME: PPC advertising has an advantage versus SEO with regard to how long it takes. A website can start receiving hits more quickly with PPC than it can with most organic SEO methods. If the owner of a new site wants to start receiving web traffic immediately, it may be beneficial to purchase some pay-per-click advertising while at the same time starting work (or paying someone) to organically search engine optimize the site; this way, by when the PPC account funds run out, the website will be receiving hits from regular search results.

TRAFFIC: Pay-per-click advertising offers fast and guaranteed website hits; on the other hand, organic SEO is more likely to provide long-term traffic, as well as increased hits from non-search sources (through the creation of links on other sites). There is no concern over fraudulent clicks in organic SEO, as there is with pay-per-click listings. The cost of PPC traffic is likely to be more reasonable for a site which gains revenue through sales (versus advertising), although PPC might be useful to introduce an advertising-based site when it first appears online.

Basically, pay-per-click search promotion is less complex and faster to start gaining hits from, while organic SEO doesn’t necessarily require an on-going cost, isn’t susceptible to click fraud, and usually has a longer-lasting impact. The best choice of PPC versus organic SEO partially depends upon the advertiser’s budget, time-sensitivity of the website, and the site’s method of gaining revenue.

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