The first is Search Engine Optimisation (SEO), which is all about making your website friendlier to search engines, thereby achieving a higher ranking on the page. SEO focuses on optimising elements such as keywords, navigation, images and videos, in order to obtain the best possible ranking on a search engine page.
"The second option is Google's AdWords, a paid-for offering designed to maximise your online return on investment (ROI). These ensure that when a Google search makes use of one of your keywords, your advert appears opposite the organic search results. Since it uses a pay-per-click system, it can be more costly than SEO, but it is also more targeted and will not fall foul of changes in a search engine's algorithms," explains ClickMaven MD, Ferdie Bester.
"One must remember that driving traffic in the SEO manner is purely organic and is not paid for. Since search engines regularly change their search algorithms, this means even if your site is well ranked, there is no guarantee that it will remain there," he adds.
Bester points out that the key advantage with SEO is that it ensures your site will be listed on the left hand side of Google's search results. This is where the majority of Internet users click. It also means a greater likelihood of click-throughs, as the majority of researchers never click on the sponsored listings. Statistics suggest that approximately 80% of clicks are on natural listings, while only 20% occur on paid listings.
On the other hand, the biggest disadvantage of SEO is the lack of control on where your website appears, due to search engine algorithm vagaries. Because of the high number of sites, making your site visible will likely require specialist knowledge, constant monitoring and the ability to respond quickly to changes. It is also impossible to predict the ROI accurately.
"From an AdWords perspective, it is beneficial in that it allows you to target ads specifically to users who may be searching for your company's product or service. This means your ROI is maximised. While you do pay for click-throughs, if users are clicking on your link, chances are they are interested in your offering," he continues.
"It also offers the flexibility to change ads according to your preferences, meaning you can alter adverts quickly to suit changing user patterns. You can also reach a range of niche audiences, since Google works in a lot of languages besides English."
Bester indicates that the down side to this is the fact that not only do the majority of users look predominantly at the left hand side of the page, they also trust organic search results more, meaning they are more likely to click on these. Other problems include the rising cost of pay per click, along with the limited amount of copy space available - everything needs to be squeezed into a 70-character limit.
"Deciding between these options, with their varied advantages and disadvantages, can be tough, which is where our company comes in. It has experts who can help in respect of both SEO and AdWords. However, to truly optimise your online presence, you should consider developing a campaign that combines both. This will give you a strategy that encompasses the best of both worlds," concludes Bester.
For further information go to ClickMaven.
