Websites. Software. Consulting

SEO vs PPC

By Toby Mason

Added Friday 28/03/2008

The battle begins - This week the press was splattered with articles on how SEO spend is likely to grow faster that PPC. Finally it seems people have come to their senses.

Let me start by saying there is absolutely nothing wrong with PPC advertising. It will be a valuable asset to those who know how to use it effectively for years to come. But it must be used correctly.

PPC used to be the easy option. Just throw a few quid at it and see the leads come in. Unfortunately everyone had the same idea and PPC prices have slowly and steadily started to rise.

The websites that have depended on PPC for lead generation and haven't paid any attention to SEO are now feeling the squeeze on their profit margins.

Anyway JupiterResearch estimates that 87% of click derive from organic search. 87%!! As our friends from across the pond would say. Do the Math.

Both SEO and PPC should work in tandem. If your website is new start with a PPC campaign while your site propagates. Then as your SEO targeting starts to take effect, lessen your PPC spend in areas you perform well naturally.

We build all our websites with a potential SEO campaign in-mind. But you cant assume that other Web Designers will do the same and it could leave you stuck further down the line.

Barry Mills of Netstep states in Revolution Magazine this month:

"Companies who enlist a web designer with no knowledge of search are making the first and biggest mistake"

Whether you need SEO now or in a year what is for sure is that you will need it.

Some other stats ripped from Marketing Magazine.

The value of the SEO market was predicted to be £250m in 2007, up 68% from £147m in 2006

SEO spending will grow faster than paid-search expenditure in 2008 at a rate of 68%. The latter will rise 58%

On average 61% of Search Engine Marketing budget was spent on paid search and 33% on SEO.

(so 61% of budgets going after just 13% of the clicks.....good one.)