The video above discusses the two forms of online marketing, Organic search engine optimisation and Pay per click advertising (e.g. Google Adwords). If you are not already familiar with these two forms of online marketing then you are advised to read the article prior to watching the video.

When you consider online marketing for your business by promoting your website the first two techniques you will come across are:

• Organic search engine optimisation campaign
• Pay per click advertising.

First it is important to understand the difference between organic search engine optimisation and pay per click advertising. Organic search engine optimisation deals with the listings that appear in the main section of a search result page when we search for something. Pay per click advertising on the other hand deals with the paid listing or sponsored results that appear on the right of the search results page and not in main middle section of the page.

Image below shows Organic listings on Google Search results.

Image below shows the pay per click ads on Google Search results.

Both pay per click advertising and Organic search engine optimisation are important ways to promote your website and in turn get more leads and customers. It is generally advised that a business needs to have a combination of both Organic search engine optimisation as well as PAy per click campaign like Google Adwords. Ideally both these campaigns should co exist for your business. However for small businesses often finds available for marketing and promoting your website are limited and sometimes businesses need to make a choice between one of the two methods for cost factors.

This article introduces both these methods of online marketing, Organic search engine optimisation and pay per click advertising. Both are highly effective tools for promoting your business online and getting new customers.

Pay per click results are paid for and results are almost immediate to achieve. However there are many drawbacks. The recent years have seen an exponential rise in competition and resulting rise in pay per click costs. Click fraud is another rising concern in pay per click advertising where you may be charged for clicks that are not by genuine customers.

1) Many surveys and search engine marketing studies have pointed than users are more likely to click on organic search results that appear on the main section of the page rather than the paid listings that appear as ads on the right.

2) Organic listings are non-biased and cannot be bought. As such users trust the results more than the paid listings which are governed by payments. The conversion rate for organic listings are much higher than for paid listings.

3) Rising cost of pay per click. Pay per click campaigns are becoming more and expensive day by day as competition is increasing. It is common now a days to be pay as much as £1 or £2 per click for a op 5 position in pay per click campaigns like Google ad words.

4) The results of organic search engine optimisation campaign are more permanent that pay per click. In pay per click the results stop almost immediately at the end of the campaign whereas in organic listings the rank remains.

Pay per click certainly has its advantages as it is quick way to get results. This is especially useful to advertise events and campaigns which cannot be planned months in advance as organic listing would be next to impossible in a short time frame.

However in the long run investing an organic search engine optimisation campaign is a must. Not only does it have a much higher return on investments once your website has started to rank on page 1 but also because ranking is more permanent. In pay per click it is not an investment for future as the results will completely disappear once payment has stopped. Organic search engine optimisation (SEO) campaign on the other hand will also have a much wider coverage and is aimed at getting the maximum exposure for your business online.

Any organic search engine optimisation campaign in order to achieve first page rank in Google will focus on a variety of techniques not only submission to search engines, e.g. organic search engine optimisation will also focus on directory submissions, press releases, article marketing and social media marketing. All this is important in order to generate quality back links to your website and will most certainly be covered in any organic search engine campaign that is run on behalf of your website.

Organic search engine optimisation is hence a better rounded approach to online marketing and has a much wider coverage. Although you may not see the result within the first 3 months it will undoubtedly be the best marketing investment you will make for your business. The risks involved with investing in a one year organic search engine optimisation campaign will certainly be worth it in the end.

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