In terms of internet marketing, there have really only been two major developments that have been increasingly successful. Any quality internet marketing campaign would be wise to examine both strategies to see which one serves them best. In some cases it might be wise for you utilize every tool at your disposal. In other cases, though, sticking to one or two might serve you better.
PPC, or “pay-per-click,” is a “performance-based” marketing strategy that works much like sales does. In a PPC campaign, you post links (or clickable ads) that will redirect the user to another site where a company will offer them a product or service. This is something that is very common on blog pages or a websites that cater to a particular community. For example, if you write a blog for a nutrition site (or you are a dietician and you host your own blog), your site might feature ads that market healthy snack food alternatives or exercise equipment. When a visitor to your site reads your blog, they might get inspired and click on these provided links to investigate products that are related to the discussion.
One of the issues with PPC is that there is no guarantee that a visitor who clicks on the link will actually buy something. This creates a problem for the company who paid you to post the links on your site. Obviously, in terms of marketing, the best investment is in a strategy that will definitely result in a sale. This is why PPC, which is a “performance-based” model, has been developed further to resemble a standard sales-and-commission strategy, which is a “results-based” model.
SEO, or Search Engine Optimization, operates under the premise that most people who go online do not know specifically where to look to get the information they want. Like television, the online market is saturated with links to various different companies who might sell or promote a product that is similar. What search engines aim to do, then, is to provide you with a list of sites that are the most popular based on “hits” as well as consumer satisfaction. The list that it provides you with, though, is based on a set of “keywords,” which are the search terms that you enter into the query box.
An SEO campaign tries to maximize or “optimize” your ranking among these keyword searches. This is done through the development of a network of webpages that all lead back to your site. Through secondary postings of blogs, product reviews, profile comments, and media uploads, you can spread these links all over the web. The goal is to get these links onto pages that contain the search terms so that when a user visits those pages they can click on your links and get access to your site. In terms of marketing, your goal is to be ranked among the top five sites for each keyword listing. The higher your ranking, the more exposure your site gets and the better your ability is to market or advertise for third parties.