Pay per click or search engine optimization, which one shouldyou use? Many view marketing as a colossal waste of moneywhile others disdain search engine optimization. In reality, thetwo marketing strategies form a perfect marriage.

Pay-Per-Click - PPC

PPC marketing is a love it or hate platform. For the “love it”crowd, marketing is a way to get instant exposure andfeedback on site designs. In a matter of minutes, you can startreceiving traffic and adjusting your site to convert the trafficat the best rate possible. For those in the “hate it” crowd,bids are to high and one never knows how may of the clicks arefake and worthless.

Search Engine Optimization – SEO

As with PPC, seo marketing has its proponents and detractors.Those who love it look at the free traffic and gloriousprofitability of a site that converts the traffic at a decentrate. Detractors view seo as an unnecessary waste of time sinceit can take a year or more to get high rankings, particularly onGoogle. Detractors also argue that high listings are subject tochanges in the search engine ranking process, which means youcan lose your rankings.

So, who is right? In truth, both sides make accurate arguments.PPC is expensive and click fraud is a monstrous problem. Seoproduces free traffic, but it takes along time to get to the topand rankings are subject to the whims of search engine rankingchanges. The truth, of course, is both marketing platformsshould be used whenever possible.

Marketing Marriage

Every



site is unique, but most should combine and seomarketing as part of an overall internet marketing strategy.When starting out, the campaign is critical for gettingimmediate traffic and tweaking the site to maximize conversions.At the same time, a seo campaign should be undertaken. As thesite rises in search results, the campaign should be fazedout for the relevant high listings.

PPC and seo marketing are not mutually exclusive. When marriedtogether as part of an overall marketing strategy, bothplatforms will deliver the goods.

About the author:Halstatt Pires is with MarketingTitan.com- anInternet marketing and advertising company. To read more marketing articles, visit MarketingTitan.com.