The Basics

Have you wanted to boost traffic to your website but didn’t know where to start? There are many factors in search engine optimization (SEO) and it can be an overwhelming process to learn. Focus on the basics, pay-per-click (ppc) and organic rankings. Which approach is better for your website?

Organic SEO vs. PPC | Local Work Marketing


Pay-per-click (PPC) is a paid service by Google Adwords, Yahoo Search Marketing and others to promote your webpage. These advertising programs display advertisements within the search engine’s results page. Depending on the targeted keyword, you will pay a fee each time a click to your webpage was made from your ads. This fee is based on the popularity of the keywords you’ve targeted.

Learn More: When Your Company Should Use PPC

PPC Advantages

  • Controlling your traffic- you create the ad copy using specific keywords and enter the exact URL you want your traffic to be sent to.
  • Targeting your market- focus on exact geographical areas you wish to share your add to. This is ideal for small, local businesses targeting a specific city.
  • Instant traffic- once you have created your ad you can instantly see the clicks from your campaign.

 PPC Disadvantages

  • Expensive results- in order to see results you must carefully research the keywords within your campaign. It can cost more with little results if your ad was not thoroughly planned.
  • Optimizing your ad- the ad will need to be tracked and analyzed, this allows you to fine-tune your ad, if necessary, before your budget is extinguished.

Organic SEO

SEO | Local Work Marketing

Organic SEO builds traffic to your site without the use of paid ads. Your company achieves high rankings naturally within the search results. Gaining traction in organic SEO takes time, slowly working up the ladder towards first page results.

Learn More: Why SEO actually means MORE Business

Organic SEO Advantages

  • Natural results- first page results offer great site exposure but also many people trust organic results since they were not paid for.
  • Search engine exposure- organic SEO optimizes all search engines including Bing, Yahoo, AOL and Google.

Organic Disadvantages

  • Time is money- organic SEO takes time to gain traction and produce results.
  • Keyword competition- if you are targeting common keywords, sometimes it can be very hard to attain top page positions with large corporations targeting the same keywords.
  • Algorithm updates- algorithm updates can potentially tank all the results you’ve built.

Which Is Best For Your Website?

You should determine which option is best for you by understanding your needs and the budget you’ve set to achieve them. If you are looking for quick results, PPC will give you the traction you’re looking for faster. If you do not have a budget for paid advertisements, organic SEO would be the alternative.