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Search engine optimization vs. Pay Per Click

SEO vs. PPC

Editorial Search Engine Marketing vs. Pay-Per-Click (PPC) Search Optimization Marketing - what should I do?

What about leasing content »

In the beginning, 1994, editorial or natural search engine optimization was all we had and it was good. Within a week I had 50,000 visitors coming to a music site that we started called POP-i. We simply put the word music at the bottom of the page fifty times, made it the same color as the background, submitted it to Alta Vista and after we returned from lunch we checked our position. If it dropped we added the word music a few more times.

Things have changed in the last eleven years. We now have pay-per-click(PPC) and search engine optimization is a lot more complicated. We went from doing search engine optimization (SEO) naturally to an attitude of why bother when pay-per-click (PPC) is only one cent for a visitor. Then it went to five cents, then ten cents and now the visitors cost ten times that amount with the more expensive terms like asbestos cancer going for over $20 to be number one on Yahoo! Search Marketing with the more common terms now around five dollars.

This brings us back to the good old days of search engine optimization: it now makes a great deal of economic sense to spend the considerable time and money it takes to create natural or editorial search engine optimization (SEO). To make the math simple let’s assume that the average cost of a visitor from your pay-per-click (PPC) campaign is costing one dollar and that is producing a return-on-investment (ROI) of 20%. In other words for every dollar you are spending you sell enough to create twenty cents net profit after paying for the pay-per-click (PPC) traffic.

In this example, you hire a top level search engine optimization (SEO) firm that charges $1,000 for an optimized page of content* and places it on your website. This page is optimized for your target keyword phrases and so has a modest amount of success receiving 500 visitors per month over the next twelve months for a total of 6,000 visitors or compared to the pay-per-click (PPC) program a value of $6,000. You receive your investment back in just two months and generate $1,200 of net profit a Return-On-Investment (ROI) of 120%. Of course the page continues to bring in visitors for years to come and you continue to receive an ever increasing Return-On-Investment (ROI).

Should I leasing content »

If you create a number of editorial search engine optimization (SEO) pages you now have the flexibility to lower your bids on the Pay-Per-Click (PPC) program and still have enough volume to keep everyone in the company working and the investors happy. If you lose your ranking on your top performing editorial words you can always increase your Pay-Per-Click (PPC) spending again while your search engine optimization (SEO) firm works on fixing or tweaking your editorial pages to refocus your purchased target keyword strategy.

Of course you continue to receive a 20% Return-On-Investment (ROI) on your pay-per-click (PPC) program. So what is the answer to the question which is better: Editorial Search Engine Optimization vs. Pay-Per-Click (PPC) Search Optimization Marketing?

Both.

* Should you pay to own this content or lease it from a service?
» Keyword Rich Content: Lease It, or Own it, Which is Better?

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