Organic search engine optimization (SEO) refers to the process undertaken to improve the visibility of a website in natural search engine results. It is generally accepted that the higher a website is ranked on the search results page, the greater number of visitors that site will receive.

In comparison, PPC, or pay-per-click, is a paid method of internet advertising used to direct targeted search engine traffic to a particular website. Advertisers specify a maximum bid to ad-serving companies like Google AdWords and Microsoft AdCenter to have their advertisement displayed when a user enters a particular keyword or phrase.

There are several distinct advantages to utilizing organic search engine optimization techniques over pay-per-click advertising campaigns.

Cost
In 2011, Google made $37.9 billion, 96% of which came from advertising revenues. The cost-per-click associated with commonly used keywords in major industries like finance and insurance can sit around the $40-50 mark. Although, in some cases, PPC campaigns have shown a brilliant return on investment, this is by no means guaranteed. It is possible to specify a monthly budget, but most companies who introduce PPC to their advertising portfolio will need significant capital to bankroll their endeavors. In contrast, if a company is willing to invest time and effort into organic search engine optimization, similar results could be obtained for free. Even if a company decides to hire a specialist, it is highly unlikely that the cost for this service will run anywhere near that of an intensive PPC campaign.

Trust and Propensity to Click
Studies have repeatedly proven that Internet users attach greater trust to natural search results over sponsored links. Consumers often go so far to say that they actively distrust paid advertising. In any case, consumers are increasingly aware of the use of PPC as a marketing tool and will often bypass adverts completely in favor of organic results. This problem is exacerbated by the fact that only a small percentage of users who do choose to click on a paid search result actually find the product or service they are looking for. Those companies and brands relying on organic SEO are usually much better placed to offer the user something of interest.

 Long-Term Results
While it is true to say that PPC campaigns can produce almost instantaneous results as opposed to the waiting game that must be played when favoring organic methods, organic search engine optimization campaigns offer results that last. When a PPC campaign ends or the budget runs out, the results stop in tandem. In general, once a company achieves a naturally high search engine ranking, results are seen to be more sustainable.

It’s Not All About Google
Although some 70% of global Internet traffic is handled by Google, there remains a significant 30% that utilize alternative search engines such as Yahoo and Bing. A PPC campaign across additional networks will become costly. This contrasts sharply to the results gleaned from organic search engine optimization techniques which, in spite of differences in search engine algorithms, can be achieved across all existing search engines.

Organic search engine optimization can take time and effort and can sometimes mean going back to the drawing board to fine tune the approach. When it is done correctly, it can offer the savvy business owner or brand manager an effective and sustainable method of achieving and maintaining a trusted position in the search engine rankings.

There are two types of marketing that occur through search engines. Search Engine Marketing, known as SEM marketing or pay-per click marketing, uses services, like Google AdWords, to position advertisements on search engine pages. A SEM company then pays Google for its advertising services based on the amount of traffic routed to their site.

Search Engine Optimization, known as SEO marketing, requires advertisers to incorporate key search terms into their website to keep their page at the top of a search engine results page (SERP).

For business owners there are a number of reasons why the AdWords program is better for business growth than relying purely on SEO.

Advantage #1: Time

It takes time to develop an effective SEO strategy. During the time that the page is developed, very little or no traffic is arrives at your site, stifling your company’s growth. Google AdWords results are immediate. Typically, within hours of starting your Google AdWords campaign, you can expect to see increased traffic to your site. The sooner people can find you, the sooner you will see positive results in your sales pipeline.

Advantage #2: Maintainability

An SEO program requires ongoing maintenance to stay at the top of the SERPs. Google AdWords does not require that you make these frequent changes to your website. Instead, you can simply adjust the keywords in your AdWords account rather than the change content of the site.

Advantage #3: Guaranteed Placement

There can be guaranteed placement with SEO programs. Your site may be overlooked for searches in which it is highly relevant. However, Google AdWords guarantees your ad will appear at various times throughout the day. For keywords that are important to the success of your business, Google AdWords can ensure your site’s ad will appear.

Advantage #4: Control

AdWords gives the advertiser control over their advertising program. Advertisers can monitor how much spend and what keywords do and do not trigger traffic to the website. This allows advertisers, or professional Google AdWords managers, to tweak the keywords and spending until the perfect balance is created to provide the necessary profit and growth.