Search Engine Optimization or Pay Per Click? How to Get to the Top of the Search Results

You have probably heard the words SEO and PPC used very commonly among the internet community. But what are they and what do they really mean? Which is better for your enterprise and why? Want some answers? Read on..


SEO or Search Engine Optimization refers to the usage of certain “search friendly” words to bump you up in the search results. For example, if you are an app developer, using the words “iPhone app development” would greatly increase your search-ability. This technique yields long lasting and effective results, but does take some time to get there.

Now, SEO ratings is the way to go if you want to build a credible and reputed site. SEO is stable and reliable. If you want to build a site which people return to and talk about, SEO is definitely the way to go. A site with good SEO ratings will translate into a website with high value. However getting good SEO ratings is not easy. It is a long and difficult process and would require you to hire content writers, which would imply an added expense as well. You will also need to constantly update your content to keep up with the changing algorithms and new competition. But in the end it will prove to be worth it.

PPC or Pay Per Click is an advertising model where you get to bid to have your website up with the sponsored links when keywords fitting your website description are searched for. As the name suggests this is a model where the advertiser only has to pay when someone clicks on the advertised link. The price of the keyword varies with its demand. Suppose you are an app developer and want to advertise with the keyword “iPhone app development”, it would be a lot more expensive than an uncommon word, say, horse magnet. While this model is expensive, it does produce immediate results.

If you want immediate results PPC is the way to go. As soon as you bid to be a sponsored link, you shoot up right to the top of the results page. Instantaneously your traffic will exponentially increase. This is particularly useful when you are selling a product with a deadline. For products and offers with an expiration date, waiting for SEO results is not worth it. Some websites are not content-centric. In such cases SEO could not possibly help increase visits. In such cases PPC is the way to go. Statistically over 50% of the people click on the first link in the search results. PPC would put you right up there. But it is expensive and unstable. The moment someone outbids you are back on the 10th page of search results.

Chose your advertising model depending on what kind of results you want to see.