The balance between SEO Pay-per-click
If you know what SEO means (Search Engine Optimisation) then you may be familiar with the terms ‘Organic Searches’ and ‘Pay-per-click’.
For those who are unfamiliar, an Organic Search is where a key phrase is entered into Google or similar search engine and the results are not sponsored or paid for, they come up due to the relevance of the search. Pay-per-click, however, is the opposite and are generally titled ‘Sponsored Results’ they appear according to how much the promoter wishes to pay.
My view is that both cannot be ignored or part of your target audience may be. However it goes without saying that organic searches are far more popular and effective. Particulary from a cost point of view as they do not cost per click and are generally user preferred due to their accuracy. Statistics show that Organic Searches are 6-8 times more likely to be chosen than Pay-per-click links.
At Titman Firth we tend to assess the required balance on a case by case basis as every business has different needs. Often though if a potential client’s budget for Pay-per-click is far higher then that for SEO/Organic Searches we aim to reverse the balance resulting in increased traffic and long term cost effectiveness.
