Pay-Per-Click, SEO, Social Media Marketing | What's Right for You? Part I

With so many options for marketing online, it is easy to waste time and money in the wrong direction. To figure out the right approach for your needs, let's start with some basic definitions.

Internet Marketing Approaches |

Organic Search Engine Optimization | Organic search results are the listings that appear in search engine results pages (SERP) because of their relevance to the search term. They are located in the center frame of the page. More people click on these results than on paid advertising.

Organic Search Engine Optimization is the process of getting a website to rank in on the first page in the organic results for key phrases. If done well, the website will get traffic and conversions. Organic Search Engine Optimization takes more time than PPC to produce results but the results are superior, longer lasting and more cost effective.

Pay-Per-Click Advertising | PPC ads are listings that are designed to look like the organic search results. Except for their placement and minor visual distinctions such as background color, their appearance on all major search engines is similar to the organic search results. Advertisers bid on keyword phrases relevant to their target market. They are located on the top and sides of the search results page.

Advertisers like PPC advertising because it’s simple, you have greater control over your ad campaign, and you receive comprehensive data on its performance. The importance of online marketing makes PPC an attractive option for businesses that need immediate results. Return on investment is easily calculated with Pay-Per-Click campaigns but your inestment only lasts as long as you are paying for the ads.

Social Media Marketing | Social Media Marketing uses social networks such as Twitter, Facebook, MySpace and many others to promote brand awareness, establish an online reputaion, engage existing customers, drive site traffic and recruit new customers. It involves blogging, being active on networks, establishing profiles and pages and much more. Social Media Marketing is in its infancy and one area that is currently underdeveloped is analytics and reporting. It is difficult to track ROI but more effective methods are on their way.