There's only one real alternative to PPC and that's organic search engine optimisation or SEO. Sometimes known as internet marketing, this combination of on-page optimisation and link campaigning can save you your entire PPC budget on a mature site. Brand new sites, not so much, but once a site's been around for a small while genuine SEO properly performed should see your business web sites performing to a realistic standard in the SERPS (Search Engine Results Pages).
The Benefits of Organic SEO include
- High ROI
Pound for pound, dollar for dollar, SEO brings you a higher Return On your Investment than any comparable form of marketing.
- Long term positioning
Once in place, a properly designed and optimised site should stay long term in the rankings compared to PPC where costs and outlay are ongoing and unpredictable.
- Targeted Traffic
SEO can increase the number of visitors who are actively searching for your service or product.
- Promotion that doesn't sleep
Imagine having your own marketing and promotions company working exclusively just for you! One that works 24 hours a day, 7 days a week, 365 days every year. That's the benefit of SEO!
- Increase brand visibility
SEO can give your brand a high international profile - and for a comparatively low outlay.
- Higher Sales
SEO can mean increased sales of your product or service.
- Faster, smaller pages
Properly validated and optimised files will be smaller and leaner, meaning less server requests/overheads and quicker download times.
- Cost-effective
SEO is among the most cost-effective ways of marketing.
- Accessibility
Observing sensible optimisation procedures can make your site more accessible to all users.
- Cross-browser compatibility
A properly optimised site will be as near as possible validated to high standards. This means that it should work in all W3C-compliant browsers, meaning your site may be viewed by the greatest potential number of visitors.
- Navigable by the engines
All links should function correctly and all pages should be accessible to the engines, thus making your site easy for the engines to index and properly categorise.
- Usability
Observing basic optimisation guidelines should mean that visitors have a more pleasant user experience.
