Over the past few years, search has become an essential aspect of the online marketing mix. Both organic search engine optimization (SEO) and Pay-Per-Click (PPC) strategies can be utilized to deliver different results. For example, PPC may contribute to long-term branding efforts, but it's also a recurring cost. SEO, on the other hand, provides more lasting results and measurable ROI. But, it's also a long-term investment that requires ongoing attention and maintenance.

So how do you decide if you should focus your online marketing budget on PPC or SEO? Ideally, you should incorporate both to create a more well-rounded web presence, but in many cases, this isn't necessary or doesn't make sense. In this article, I'll explain how to decide which strategy to utilize. Of course, this decision depends largely on your budget and goals. More importantly, however, it depends on your target market and user behavior.

Consider this: According to the November 2007 issue of BtoB Magazine, approximately 80% of all web traffic now begins with a search engine. As you can see, if you have yet to begin any SEO efforts, you'll severely restrict the amount of traffic your site receives because you'll be invisible in the results. There is no doubt that your online lead generation efforts will be unsuccessful if searchers can't find you. In an online atmosphere, visibility is the precursor to interaction and engagement, which lead to conversion and then retention.

You may be wondering: Is there a correlation between where a website appears in the SERPs (Search Engine Results Pages) and the volume of traffic it receives? Of course there is. In fact, this correlation is direct, and its implications are more far reaching than you might expect. Studies conducted by BtoB Magazine indicate that second or even third page rankings can increase website traffic volume by up to nine times! If a site appears in the Top Ten, or has first page listings, it can mean an additional sixfold increase in traffic!

Imagine the impact this strategy would have on the average website, especially an e-commerce site. The BtoB study also indicates that Top Ten rankings increase sales by an average of 42% for the first month of SEO, and 100% for the second month. Clearly organic SEO can make a huge difference in how successful a website is. In many cases, especially for sites that rely on sales and conversions, it can even be the determining factor.

Still, there are many companies out there who continue to ignore search engine marketing (SEM), despite the fact that their competitors started long ago and now have them buried in oblivion. The majority have yet to begin optimizing their websites for search engine visibility. Imagine a mile-long race where one runner gets just a three minute head start. While it's not an insurmountable lead, the other runners will be confronted with quite a task as they try to catch up.

So, in order to take full advantage of this continuously growing channel and the opportunities for targeted ad placement it provides, it is critical to educate clients about the benefits inherent to SEM, and the importance time plays in the competitive landscape.

Nick Yorchak is a Search Engine Marketing Specialist at Fusionbox, a full-service Denver Interactive Agency specializing in SEO and social media marketing (SMM) strategies and solutions. Nick can be reached at his Fusionbox email or at (303)952-7490. Looking for more information on internet marketing? Check out the Fusionbox SEO blog.

Source : www.articlebiz.com