Should you invest in Pay Per Click (PPC) or organic Search Engine Optimisation (SEO)?
This is a very big question and to a lot organisations the answer will be both but all too often the wrong decision or balance is made between the two.
We will try and discuss this topic by looking at an example.
One of our customers had a large online marketing budget and they purely allocated this to PPC which did bring in good results. When we were asked to evaluate the website we discovered a whole lost market. When google displayed results you only spotted this company in the sponsored results which meant every person arriving at the website came at a click cost dependent on the keywords. They appeared out of the top 5 pages of natural results for all search terms. We also found a considerable cost in the whole process of finding keywords to bid against and allocating budgets.
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