Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines using "natural" or un-paid search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Typically, higher a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence.
Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
While pay per click is a guaranteed way to bring your listing to a good spot in the search engines, sometimes this is not necessarily the best way to market your content. Obviously if money is not a problem you will benefit greatly by using PPC but you should not exclude SEO from your marketing strategy.
When a prospect does a search it is natural that we look to the left first, then look to the right and scroll down forming a triangular pattern. Generally SEO results which are highest in the ranking will get the most looks.
This is how prospects search for sites that have been organically placed using SEO techniques to get them there. If you use fresh content that is keyword rich and placed all over the internet instead of just one place you will bring your site here. Marketers that use pay-per-click, however, are placed in the front pages of Google because they purchased the space for advertising. People are exposed to advertising everywhere they look, all day so they are less likely to look at another paid ad on Google. People want genuine, fresh, quality content and advice from experienced marketers who are interested in benefiting others by placing their experienced advice on the internet rather than simply paying for an ad to drive traffic to their site.
In summary, regardless of whether you choose to use PPC or not, to be a successful marketer you also need to be adding fresh content targeting keywords to bring your search engine ranking up naturally. Online marketing should be primarily about helping people to find what they are searching for and your input of content is a sure way to do that. Secondly, all marketers endeavour to make a profit and by regularly adding content you have a good chance of being on the first page of the search engine listings for your targeted keywords at no cost to your business. For new marketers this is a great way to generate revenue to put toward some paid advertising or PPC whilst keeping up with your SEO efforts as well.
Wishing you Success
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