Ppc Is Temporary Seo Is For The Long Haul
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Let us begin by recalling briefly what SEO and PPC are.
While they are both strategies employed to direct traffic to websites, they differ in how they do it.
PPC, the abbreviation for Pay-per-click, is the type of online advertising, where an advertiser typically bids on keywords/phrases relevant to their target audience. Advertisements, in the form of online banners, are displayed on web sites or search engine results with related content. The advertiser, then, pays for the clicks generated by these sponsored links. This method is usually favored, because it allows an assessment of cost effectiveness and profitability of online marketing. However, PPC is not without its own pitfalls and can be abused through click fraud.
SEO, on the other hand, is the process of increasing the visibility of a website in a search engine’s organic (unpaid) search results. The higher ranked and more frequent a website appears in search results, the more visitors it will receive through the search engine.
As useful a marketing device as PPC might seem, it has a fundamental shortcoming, compared to SEO. Here, let me tell you a cautionary tale, before getting to the point. (Because, I like to think that there are always analogies between technology and humans.)
A while ago, a friend of mine was sick, nothing life threatening but problematic enough for him to miss multiple workdays in a month. I kept advising him to see a doctor in order to feel better and avoid missing workdays and he kept nodding and telling me "don't worry, tomorrow I'll see a doctor". Eventually he did, but then he ignored the doctor's advice: a minor surgery in order to be healthy in the long run. Yes, he was suffering from just a minor problem that could be definitively cured by a very simple and non-invasive surgery but... No! He wasn’t accepting it. So he spent almost a fortune, buying various medicines for temporary relief and being fine on some days, and then sick again every once in a while.
After two years he realized how much he spent on medicine and admitted that he was still sick and, even though less frequently, he was still missing some workdays. Still, he thought, he wasn’t losing much money, because he was missing fewer workdays! He was right, too, but what he gained by not missing so many workdays, he was spending in medicine. So I advised him once again, to have that surgery as his doctor advised and get healthy in the long run, not just for short term.
Well, you know what? He did it. Had the surgery and now he is much better. His social life is great, never skipping a day and also bought a new car!
Now, getting back to Search Engine Optimization, SEO, websites are like humans: they may also need doctors and it's us, taking the example of my friend, the ones who decide about our websites' fate: Are we going to give it just a temporary relief pill or a minor surgery in order to rank better in the long run?
When I started with ChkMe.com, no one was paying attention to me as I was yelling with my megaphone “PPC - Pay Per Click is a temporary relief, just like the pills my friend took! Search Engine Optimization - SEO is the best cure, just like a definitive surgery!”.
The funny fact is that now, after many years of acid comments by SEO Gurus yelling back at me that Pay Per Click is the right cure, curiously, many of them, as well various other bloggers, are starting to write about the importance of SEO explaining that PPC is not SEO but part of it.
Let's talk about some facts and as example I want to take exactly this website. You are reading this post, using my tools and the popularity increased exponentially year after year and on March 2013 this website, born as a pet project but mainly as a hobby, had 30 thousand unique visitors per month and a growth of 64% every month. The total number of page views per month is of just 200 thousand. Not bad if you think that I haven't spent a cent on Pay Per Click: I just invested my spare time in real SEO.
I did it, many others do it, yet many others are still following SEO Doctors, Shamans and Psychologist and taking that temporary relief pill called Pay Per Click.
On 2010 I wrote a long but nice article, SEO Tips, read it again or read it now for the first time. There I explain, in layman’s terms, how to optimize your website and then, using my SEO Tools you can check if and what kind of help your website needs.
Thanks for reading this post, I hope you enjoyed it and before you leave, here’s a tidbit: I am working on ChkMe Pro and I will soon publish a form where you can register for a private beta testing program.
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