Pay Per Click versus "Organic" Search Engine Listings  

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One of the questions I'm asked most often is what's the best option for advertising a web site, Pay Per Click adverts or search engine optimising to achieve top crawled or "organic" listings. My usual answer is "a combination of the two". Both have their uses and their own pros and cons. In this issue we will focus on "Pay Per Click versus "Organic" Search Engine Listings" and aim to give you some clear guidelines and business scenarios to help you plan a successful, integrated campaign that is tailored to your business goals and market situation. What's the difference? For those who aren't quite clear what the term "natural" or "organic" search engine-listing means, they describe the "editorial" search results on any particular engine. These results are professed to be non-biased - meaning that the engine will not accept money to influence the rankings of any individual sites. This is quite different than the paid advertising (Pay Per Click) that appears in the "sponsored" or "featured" results, in which higher positions are awarded to the companies willing to pay the most per visitor or click. Why is organic search important? Although paying for Pay Per Click listings initially seems the obvious answer, organic search listings are still very important to both searchers and web site advertisers. Knowledgeable searchers, who understand the difference between paid and organic results are more likely to hold the natural results in a higher regard, much like a person reading a newspaper or magazine would be more positively influenced by an article about a particular product or service than by a paid advertisement from the company that sells it. In addition, organic results even the playing field. Companies or individuals with smaller marketing budgets can complete with larger organisations as the natural results are based on relevancy to the search term rather than the amount you are willing or able to pay for each click through to your web site. What are the cons? Unfortunately, it takes a certain amount of knowledge and programming skills to optimise for organic search listings. It can also take a ridiculous length of time to be indexed. It often takes anywhere from two days to as much as six months to be listed on a search engine. Several weeks is the norm, but you could get lucky and submit just a couple days before an engine does a complete refresh of their database.

Which One Gets More Clicks? I am frequently asked "Which listing type do searchers click on more often: natural "organic" search engine results or paid "sponsored" adverts?" Recent studies have confirmed my standard response, that the answer is a classic case of...it depends!

Searcher behaviour varies greatly depending on the demographics of the searcher (men v women, experienced Internet users v novices), the type of search a person is conducting (information-oriented v purchase-oriented) and the engine where the search is being conducted.

To reach the greatest number of potential customers and maximize the results of your advertising campaign, you must be visible in natural organic results AND sponsored listings.

Here are six possible scenarios to help you prioritise and decide which path(s) to follow when setting up your search engine marketing campaign:

1. Limited Advertising Budget If budgets are tight or nonexistent and you can't afford to pay for website visitors, even after taking into account the value of their desired online action, you will want to place a great deal of emphasis on effectively implementing search engine optimisation in-house.

Additional information:

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