Search engine marketing consists of three main categories: paid inclusion in search engines, Pay per click (PPC) advertising, and organic search engine optimization. As the name suggests, paid inclusion involves paying money to a directory (e.g., Yahoo! Directory) to be included in it.
PPC advertising programs such as Google AdWords and Yahoo! Search Marketing also require companies to pay money in exchange for placement. Using these programs, websites bid on keywords, and then, the highest bidders appear as ads (or sponsored listings) on the search engine results pages for those keywords.
Organic Search Engine Optimization Defined
On the opposite end of the spectrum, websites appear in the search results “naturally” based on their adherence to the ranking signals used by search engines. These are the organic search results (highlighted below), and organic search engine optimization focuses on improving a given website’s organic ranking by optimizing the site’s signals.
Only the search engines know the exact signals, but we have identified various on-page (e.g., optimized titles, relevant content, etc.) and off-page (e.g., variety of inlinks, popularity in social media, etc.) characteristics that are extremely influential for a website’s ranking. These signals are constantly changing, but with our help, you can stay ahead of the game.
Benefits of Organic Search Engine Optimization
To maximize your search engine marketing efforts, we recommend that you use our PPC management and organic search engine optimization services. However, if you have to choose just one, a higher ranking in the organic results is preferable for a variety of reasons:
- A high ranking in the organic results is more cost effective than a high ranking in the PPC ads. The reason for this is simple. Your position in the PPC ads is only maintained as long as you continue paying to keep it, but your position in the organic results persists irrespective of money.
- The benefits of a high organic ranking last longer than those associated with paid inclusion. Once your advertising budget runs out of money, you immediately lose your position with paid search results, but this is obviously not the case with organic results.
- Research has shown that organic results achieve higher click-through rates than paid results because people tend not to trust advertisers.
When you add it all together, it becomes clear that a high organic ranking is extremely valuable. To get your site where it needs to be, fill in your information below to request a free consultation.