For a small company it is more or less agreed that online advertising is better value than traditional advertising, but even within online advertising there is more than one approach. In online advertising the debate is centred on the merits of pay per click advertising against using search engine optimisation to increase the natural search engine positioning.

The search optimization professional takes a long view of the needed effort, gradually building the authority of the company’s website through meaningful content and easing its way to the top of the natural search results. With the publication of features that are used to publicise the website and increase its reputation, this can be appear to be a slow exercise. The gathering of backlinks to your enterprise’s domain from article banks and websites with a good standing of their own takes time but contribute to raising the natural search engine positioning of your website’s pages.

The great benefit of search engine optimisation is its cost. Some of the simpler work to be carried out after an initial examination of your enterprise’s domain could be performed by your own webmaster, but employing a professional search optimization agency to perform the other stages of optimisation can be cost-effective, particularly if the search optimisation agency bases its charges on achieving a high natural search engine positioning. There will|could be a long time between the payment of the invoice for the initial examination and the incremental charges arising from the agreed improvement in placement, and those additional costs are modest compared to the benefits.

In bigger companies with large marketing teams there may be a separate online marketing team with a number of people to organise both types of work. For a small company it is probably sensible to select one technique. It has been argued that running a pay per click advertising campaign can affect the natural results ranking that has already been achieved by optimisation, so is wasting your advertising budget.

Pay per click could be useful for a seasonal advertising campaign. Additional keywords come in to play at certain times of year that long term search optimization would not be able to react to. Some would argue that any use of something like Google AdWords is wasted money, especially at a time of year when there is going to be plenty of competition for those seasonal keywords. If you want your pay per click advert to appear at a time of heavy competition then your company will be involved in a bidding process with your competitors to display your advert. How much you pay can vary according to the time of day. It is true that you only pay when your advert has been clicked, but there is no guarantee it is going to appear at all

Paid advertising could succeed for a short term campaign where it is possible to see the result of the effort faster, but it may by risky or quite costly. In addition, it is widely known for new customers to deliberately ignore sponsored results, preferring to rely on natural search result placement. search engine optimisation can reap benefits in raised search engine positioning over a longer time and is not dependent on paid advertising being seen.

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