I am writing this article because I have met up with many people who do not know the difference between search engine optimization and sponsored search campaigns otherwise known as pay per click or cost per click campaigns.
Search engine optimization involves analyzing a website from code to text to ensure that first, the website is built on a search engine friendly platform and that all of the keywords that searchers would use to find the products and services offered by the website owner are included in the title, description and in the body of the text. A website that is fully optimized on site will have better search ranking results than a website that is not optimized. That type of search engine ranking is known as organic search ranking results.
The other type is pay per click, also known as cost per click or paid search on the major search engines such as Google, Yahoo and MSN. The paid search campaigns spawn the results you see listed to the left of the search ranking results when you type a keyword into the search bar. They are called sponsored links on Google and sponsored results on Yahoo. It works like an auction where the advertiser bids on keywords fro a specific ranking position. It is a great way to brand a company and keep the visibility high while waiting for the organic optimization results, which vary depending on the competitiveness of the keywords and products and services as well as how long the website has been up, how much relevant content is on each page supporting keywords and a hundred other criteria that the search engines use to determine which websites are worthy of a top ranking. Typically if a website is optimized fully and properly, it can see decent ranking results within 3 months. Pay per click campaigns ensure visibility and as long as the ads and keywords are targeted can be very profitable and Google offers free analytics for organic and paid campaigns on Google and yahoo.
If you are looking to maximize your online ROI, definitely consider a pay per click campaign in addition to optimizing your website for organic search. You will also want to submit your website to all major search engines as well as some good niche directories. That will give you a head start in the right direction of internet marketing. The world wide web is just that- it is huge and there are numerous ways to maximize your bottom line online. You just need the know how and the time to do it or find someone else who has the time and know how.