Pay Per Click advertising has taken off hugely and is adopted most of the businesses who are conducting some form of Online Marketing process. However search engine optimization lags far behind in it’s popularity and is quite difficult to sell for the companies providing this cost effective service. Why is this the case?
The ease with which a organisation can begin a pay per click campaign is obvious. Without much skill it can be carried out internally and of course quickly stopped if the results are not forthcoming. It is thought of most like the comfortable marketing processes of yesterday, where an ad was placed in a publication or on a billboard and so it is immediately appealing to company owners and marketing staff. Although the first attempts at pay per click may not always be very successful the company can soon realise this and can improve their campaign themselves. Often though they will conclude that some skilful advice may be beneficial, but the key point here is that they are already interested in the system, as they have been able to have a go. This means it is much less of vague than search engine optimization and they are keen to invest as they have probably seen some results.
The whole area surrounding Search Engine Placement in the organic sphere is a lot less simple. The process of optimizing this listing is a more complex one and also one that is less likely to be understood by company owners. This straight away puts a hurdle in the way of selling the service. It also means that online marketing organisations selling both services tend to take the easiest option and stick with the pay per click process rather than pushing the less appreciated search engine optimization product.
Another issue which is highlighted by the quickness of the pay per click campaigns is the length of time that it will take a Website Optimization Company to actually deliver results. Although when the ideal page one listing is achieved it will produce much more interest than the pay per click process and will cost a lot less at maintenance level, it will take at minimum a month or two to achieve the position. And of course there is a increased cost associated with the start up meaning that the business must have a great deal of trust in the business providing the search engine optimization services.
Added to this is the vagueness of the process, how long will it take to reach a good enough search engine placement listing? When it is achieved, how many additional customers will that produce, what will be the overall fee? All these questions added together do make selecting search engine optimization services a difficult one. Perhaps the organisations providing these services need to take a leaf out of the pay per click book and be much more specific about the results. Although this is difficult there are stats available now that illustrate that 78% of searchers go for organic results as opposed to paid adverts. Also the reduced medium to long term costs need to be highlighted too. If search engine optimization businesses can provide 78% more traffic for a reduced outlay in the medium to long term, without doubt this would tempt even the most traditional of business owners.
