Pay Per Click versus Organic Search Engine Listings - To reach the...
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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. If you don't already have the knowledge or skills to implement this, download our invaluable guide to optimising your web site for both organic search engine listings and visitor use here: "Start at the Beginning": http://www.enable-uk.co.uk/html/book_2.html
2. Website That Can't Be Modified Optimisation for organic search engine listings typically involves modifying a site's design, content, and navigation. For example, heavy reliance on Flash, frames, or graphics may need to be changed in order to incorporate more optimised text. However, some businesses feel that an optimised website does not provide the multi-media experience their customers require or expect. If your business falls into this category, then Pay Per Click advertising may be the only way to achieve good results.
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