There are quite a few pros and cons to both organic SEO (search engine optimizing) and pay-per-click advertising. Each of the strategies, organic SEO or pay-per-click advertising has its own advantages and disadvantages and in the long run, companies choose the strategy that is more beneficial to their specific and unique needs. Cost is also a factor in the choice between the two.
Organic search engine optimization leads to a higher ranking in search engine results. This is something that most Internet users trust more than pay-per-click campaigns. Since there is not a direct charge involved, people tend to think that these results are less biased and see it as having greater value to them compared to pay-per-click campaigns. The downside with organic SEO is that it may take some patients to see the results. Pay-per-click results are realized very quickly. Organic search engine optimization takes a while before a website starts showing up in the first few pages of search engine results. Many companies often prefer these quick results compared to the long-drawn process of search engine optimization.
SEO can sometimes be more expensive than other strategies. Researching and finding the right keywords could prove quite a time consuming and sometimes costly for companies. Smaller companies with a tight budget often go with pay-per-click campaigns because unlike search engine optimization the costs can be estimated and companies do not have to overrun their budget.
Organic search engine optimization is more about collaboration to increase the overall Internet traffic to a site and to make sure that it is targeted. Various strategies are combined and coordinated to develop the best campaign that will produce the best results.
The success of a pay-per-click campaign will depend on the Internet traffic to the websites and how many choose to click on the pay-per-click ads. This works well in cases where there are time-sensitive promotional offers, new businesses, and interesting products. Of course, many established Internet businesses do very well with pay-per-click.
The bigger companies may have more funds available to invest in organic search engine optimization. Once a steady stream of visitors builds up on a particular website, companies can promote their product to this dedicated visitor base. Organic SEO suits big brands because they want to gain the trust of the customers more than anything else and it is clear that organic SEO results have a larger number of repeat visitors than pay-per-click ads.