seo-ppc-scaleSeeking to get higher visibility for their online properties, companies can implement different strategies and develop internet marketing campaigns based on their own specific set of priorities. Basically, there are two strategies associated with search engine marketing that are capable of increasing a website’s exposure and create more opportunities for a business.

One is to highlight search engine optimization (SEO) by focusing on content, tags and links, while the second option is to pay for ads (sponsored links) on search engines. Both can produce good results, but organic listings can grab people’s attention in a more efficient way since 85% of all links displayed on Google SERPS (search engine results page) are organic.

Yet, as important as it is to be on the first page of a search engine search it is even more important to be on the top of it since internet users tend to click on the first links they see.  The seeking position should be defined when developing a search engine strategy and is a “must-do” for both SEO and Paid Ads options.

When it comes to Search Engine Optimization, it is needed to adopt the best practices that will help a company obtain gradual increase in web traffic. It is hard work and it is tedious. It is about creating engaging and consistent fresh content which involves  updating blogs, maintaining  content fresh and getting high quality websites to backlink to the fresh content are examples of SEO that can boost volume and quality of traffic.

With respect to Paid Ads, they are often seen on the right side of the page. However, ad displays on the top are available and much more efficient given that this is the area where the majority of paid clicks (85%) occur.

Also, competitors and the industry must be studied. The ability to  understand the context of a company’s industry and its competitors is vital for a successful online strategy. Indentifying keywords, comparing campaigns and quantifying the consequences of not using paid advertising are additional components that can build a strong SEO strategy and successful web marketing.

However, in the end, the most sound search engine marketing strategy involves combing both SEO and PPC (Paid Ads). Both elements have their positives and negatives, but by combining both you gain the strength of both while minimizing the weakness of the other.

iRISEmedia is an SEO, Social Media, and Web Development company providing various targeted services in the online advertising space. Our team of online advertising experts can assist you with the creation and management of a successful Internet Marketing campaign for your business.  We are located in Toronto, Ontario, Canada and service companies locally and globally.