AGIS | Web Development & Marketing Blog

Search Engine Optimization (SEO) and Pay Per Click Advertising (PPC) have been getting a lot of attention and are making there way into many businesses marketing plans. This is because the Internet has changed the way we find and compare products and services. Both SEO and PPC are vehicles to get your business searched when a consumer is ready to buy your product or service. The question is which one should you choose to spend your marketing dollars on to get the best return?

Pay Per Click Advertising (Paid Search)

Pay Per Click advertising is typically located at the top and on the right hand side of the page in the sponsored links area (highlighted in green). With PPC advertising, you potentially get thousands of impressions (Brand Awareness) for free and only pay when someone clicks on your ad. The goal is to have your ad show up for keyword phrases people search for that will convert into sales and avoid paying for the keyword phrases that do not bring quality traffic. Pay Per Click has many advantages that can help improve your marketing efforts.

PPC Pros

• Affordable – You control your budget to fit your sales goals.
• Instant Results – Get top placement virtually at once for many keyword phrases.
• Level the Competition – Target your competition by displaying your ad when people search for your competition.
• Flexible – Target many keywords and people from different geographical regions.
• Track Results – Online advertising allows you to track your success and identify keyword phrases that people are searching for.

PPC Cons

• Saturation – Your ad appears randomly through out the day based on your budget.
• Short Term – Paying for clicks over a long period of time can get expensive.
• Less Relative Results – Ads may not be what a customer is looking for. (if not properly administrated)

Search Engine Optimization (Organic Search)

Search Engine Optimization is referred to as organic or relative search and is located in the left hand side of the page (highlighted in blue). The job of a search engine like Google is to find you the most relative website for the keyword phrase you are searching for. The goal of SEO is to make sure your website is found when people search keyword phrases related to your business product or service. SEO is an ongoing process and more of a long term investment, but the benefits are worth the wait.

SEO Pros

• Qualified Leads –  Bring customers to your site who are looking for the specific products /services you provide.
• 24/7 Marketing – Your company can be found via the web day or night, 365 days a year!
• Awareness – Gain market awareness for your business products or services.
• Credibility – Achieve credibility by showing up in organic search opposed to showing up in paid search which is associated with advertising.
• Long Term Results – Once your website has been properly search engine optimized, your company should continue to enjoy higher placement in the rankings long-term.

SEO Cons

• Long Term Investment – Requires patience to see longer term results.
• Complicated Process – Should be handled by a professional.
• No Guarantee – Can’t guarantee exact results (like first position for a keyword)
• Limited Keywords – Limited number of keyword that are optimized unlike PPC where keywords are endless.

SEO or PPC which one should you choose to spend your marketing dollars on to get the best return? My recommendation is to use a strategic combination of both PPC and SEO. Using the short term advantages of PPC is a good way to identify keyword phrases that produce quality leads and conversion. These keyword phrases can be implemented into SEO for more long term results without the long term expense of PPC. No matter which option you choose, if done correctly both are sure to improve your website’s performance and your business in general.

Brian Weit
AG Information Systems

A Web site’s design makes that all-important, first impression on its visitors. This look and feel, along with ease-of-use and fresh content, are major factors in generating repeat visits to your Web site. All site designs, whether new or a redesign, should start with these important criteria in mind.

Things To Consider When Building/Redesigning Pages:

• Compress images and minimize use of flashy multimedia for faster-loading pages.
• Organize site with clean navigation; minimize clicking so as to not “lose” users.
• Build site for browser compatibility.
• Use legible fonts on simple backgrounds.
• Balance use of images and whitespace.
• Avoid broken links.

Other Development Considerations

Sometimes a site requires the use of other functionality such as a content management system or integrated database. RIA’s (Rich Internet Applications) and Rich Media (i.e. animation, sound, or video) can also help your site be successful in presenting information. Although initial uses of rich media were mostly created as “Flash Intros”, and no longer rank as desirable, it can fulfill divergent business needs when utilized properly. Some examples of when to utilize Rich Media include:

• Demonstrations & Presentations
• Embedded Video & Web Movies
• Presentations & Trade Shows (CD/DVD)
• Streaming Audio & Video
• eLearning and Training Applications