Organic search engine optimization campaigns offer several distinct advantages over pay-per-click advertising campaigns, as many recent studies have shown. What follows is a brief listing of some of the findings.

Propensity to Click

Study after study indicates people are less likely to click on paid search ads rather than on results from organic search engine optimization. For example, one study found that search users are up to six times more likely to click on the first few organic results than they are to choose any of the paid results, while an eye tracking study showed that 50 percent of users begin their search by scanning the top organic results.

Value of Visitors

Organic search engine results tend to be seen as non-biased, and they therefore are able to provide visitors that are more valuable. The overall conversion rate, or the rate at which searchers take a desired action on a site, is 17 percent higher for unpaid search results than the rate for paid (4.2% vs. 3.6%). Trends also have shown that more of the sales that result from search engines originated in organic search listings.

Pay-Per-Click

While the above statistics may make organic search engine optimization seem the clear choice in all cases, in certain situations it actually can make more sense to do pay-per-click advertising. For those looking for fast results on a small budget, a pay-per-click campaign may be the answer.

Budget

Small businesses with extremely tight budgets may find that pay-per-click is a better investment than organic search engine optimization because a pay-per-click campaign will almost always cost less – good search engine optimization companies simply do not work for $100 per month. By limiting a campaign’s keyphrases to highly specific terms relevant to a company’s business, there will not be a large amount of traffic generated, but the traffic that is generated will be specific to the desired result.

With a right SEO Strategy , and PPC Campaigns.

1. SEO Foundation

A solid SEO foundation on your site must guide everything you will do.

* Keywords feed right into any pay-per-click campaigns.
* Content management systems publish new content with accurate SEO structure(ie try to write articles 2-3 times per week).
* A link-building strategy develops relationships with others in your field.

2. PPC Drives Traffic

While you are waiting for the search engines to notice your content, a PPC campaign can drive traffic to your site. This traffic will provide valuable analytics data you can use to optimize your website and better understand your prospects.

3. Analytics and Testing

In order to reduce your costs while increasing conversions, you can conduct split tests on your ads and landing pages. The more relevant the ads and the landing pages are to the keywords in your PPC campaigns, the less it will cost you when bidding for ad position on the page.

4. Adding Content

Increase your odds of attracting free traffic by offering fresh content on a regular basis. Fresh content attracts a lot of attention because it can:

* Draw search engines back to crawl all the pages of your site.
* Give your users a reason to return.

Every blog post or article added to your website becomes another opportunity for a searchers to find your site without your having to pay for the click. 

5. Building Links

The search engines evaluate your site’s worth by analyzing the quantity and quality of websites linking into it. Along with quality content, you will want to make connections with other websites that can lend their credibility to yours.