Everyone in the search engine marketing industry knows that organic search results are much better than pay-per-click advertising. But that doesn’t mean that PPC is useless or a waste of time. In fact, it’s exactly the opposite. PPC is what perfects the search engine marketing strategy. Getting into the top ten in organic search results takes months. During that time, PPC can help your site appear on the first page to start building your site’s traffic.
I think of it kind of like a loan. If you want to buy a car but don’t have the cash on hand, you can go to the bank and (if your credit is high enough) you can get a loan to help you pay for that car. Right now, your site has a certain amount of value to search engines. But chances are it isn’t enough value to get you to the top of the search rankings. Pay-per-click is a way to “borrow” value for your site to help it appear there. Your quality score is like your credit – the higher it is, the more value your site will get from the search engine. Paying for each click is the interest that you owe for borrowing that value. And over time, if your SEO is effective, you will earn that value organically and not need that loan anymore. When you pay off the loan for your car, you will own the car. For search engines, now you will own the value that your website needs to appear at the top.
And there are many other reasons to use pay-per-click management services to make your SEM effective. It can help you keep up with competitors who are also trying to appear high in search engines. You can use it to perfect your website in leading people to conversions. It can help you gain momentum and grow faster, getting your name out there and indirectly speeding up your SEO campaign. Altogether, if you are starting search engine optimization for your site, there is no reason that you should not begin taking advantage of pay-per-click at the same time.