Paid search or Organic SEO?

Should I do Paid Search Or Organic search?.
It is the same question big CEOs face when they want to grow their customer base:
M&A (merging and acquisition) or Organic growth?.
To determine which search optimization methods the website owner could choose,
we will examine each method and how to use it for the appropriate situation.

1. Organic or Natural SEO (Search engine Optimization):
In general, Website owners use this technique so that their website could be found (on Page 1) and be
indexed by most search engines (Google, Bing, Yahoo, Ask, Dogpile etc….).
Briefly (I will not go into much details here), it is about a set of tactics
such as incoming links, web page title, description and keywords to be implemented for each
page on your site. To do it the right way, you should contact a professional or an agency. This on-going process takes time to be successful.
The success comes when the name of your site appears in the middle of the search engine
page (on Page 1 on Google or Bing or Yahoo…) after a keyword search query (SERP: search engine results page, is a listing of web pages).
<< This tactic is also used to search your site internally (this functionality is available
with Google at Google Site Search).
I will talk more about “Your Website Search” in more detail in the future.>>
However, as you can guess this process takes time to succeed, so what is out there for those
who can’t wait (as a lot of entrepreneurs face time issue). Fortunately, the answer is PPC.

2. PPC (Pay per click):
Some clients are only interested in this method because they want quick results
and nothing else. It is a process of bidding on keyword phrases linked to your targeted
market. The advertisers pay their host only when their ad is clicked. Some content sites
may charge only fixed price fee per click. It is an Off and On process.
They are many providers: Google Adwords, Yahoo!Search Marketing and Microsoft adCenter.
Even with a limited spend, clients choose also this method because it gives a predictable ROI (return on Investment).
You can track the conversion from leads or visitors to customers easily.
This tactic also suits clients who want to mount a quick and segmented online campaign to a particular audience.
They can use unlimited keywords (if they can afford them) with PPC compared to Organic SEO where there
are some limitations. The result coming from this method is a list of web pages seen at the right side or at the top of the page
after a keyword query search. The listing has usually a header called SPONSORED LINKS.
This process requires often a landing page which is an optimized Marketing web page that displays relevant
content to the advertisement (selected keyword) in order to get the targeted audience.
Basically , if you bid on individual tax preparation keyword and you display
“corporate tax information” on your web page, you definitively will miss your targeted audience, therefore you will waste a lot of money.
I will be talking about Landing Page optimization (LPO) in the future in much more details.

3. Natural (Organic) SEO & PPC:
The response is definitively yes. The mixing of PPC (or paid placement) and Organic or Natural SEO is designed under the
process called SEM (Search Engine Marketing). It is a process of promoting your website by being visible
on the search engines through PPC, Organic SEO, contextual advertising (scans your website for keywords, for e.g Google Adsense, Yahoo! Publisher Network, Microsoft adCenter, Ad-in-Motion)
and paid inclusion (charge fee to include your site in their search index) and paid placement.
With this tactic, the client’s website appears in any place (top,down and middle) in the listing result
after a keyword search query on the search engine. So both tactics can be used simultaneously to have
maximum online visibility; Lead Conversion and ROI Tracking become more efficient.
A Digital Marketing plan will be required to define your audience, objectives, marketing tools or tactics,
measurement tools(metrics) and ROI, which will allow you to get leads, and converts them to customers.
To execute it the right way, do not hesitate to contact a professional or
an agency

Finally, your choice depends on your objective:
a quick campaign with unlimited keywords (off and on) or on-going long process campaign with limited keywords.
in order to be competitive in this crowded online market for a long term, one way to do it is by differentiating yourself from
your competitors through an aggressive mixing of Organic SEO and PPC(SEM).
Please tell me what you think and do hesitate to give me your comments, thoughts, feedback.

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