There are two basic ways that your customers can use a search engine to find your website, through organic search or through PPC (pay per click). You have probably noticed that when you search for a topic, the search results page is divided. The results on the left hand side are organic search results, and the results on the right hand side are PPC results. Organic results are the results the search engine thinks are relevant to the keyword you entered. On the other hand, PPC results are results that businesses pay to have listed for those keywords. Both types of results can be beneficial to a business. However, there are pros and cons you must take into consideration.

Cost Is an Issue

First and foremost, cost is an issue for most companies. While organic search results are free, it can take a lot of effort to get to the number one slot. On the other hand, PPC results can be bought and you can be listed at the top of the page as soon as you sign up. If you have launched a brand new site with very few links, a PPC campaign can be a great way to get started. However, you must consider the fact that popular keywords can cost thousands of dollars per month, but if you need customers it could be the best way to go.

Pros and Cons of Organic Results

Of course, organic results do not have to be paid for. However, someone has to put in the long hours it takes to be listed in the top 10. The great thing about organic search results is that once you get there it does not take as much effort to stay. There are specific techniques you can use to get your site quickly to the top. You can even hire companies to perform the work for you, but you will pay highly for their services. Without putting forth the effort or the cash, it could take years for your site to get to the top, or it may just never happen.

Pros and Cons of PPC Results

For some reason, PPC ads are now frowned upon. Many consumers now understand why those results are listed on the right hand side and they are often wary of clicking on the ads. However, there are still a large number of people who take advantage of these results. When you list a PPC ad, you will have to pay every time an internet surfer clicks on your ad. If you have 100 ads across the search results, you can see how they could quickly run into money. On the other hand, if you are a new site and you are in the 100 slot of the search results, you may never be seen without PPC ads. Buying PPC ads can be a great way to quickly bring customers to your site. If you can sell almost all the customers who click on your ads, it may be well worth the money it costs.

In Conclusion

In inclusion, if you have a website that is five years old and it draws 1000 visitors every day, you probably don't need PPC ads. By that point you should naturally be high in the search engine results. However, if your site just went live yesterday, a PPC campaign may be just the thing you need to bring new visitors to your site. Make sure that you set a budget and that you optimize your page to sell to the visitors you get.