[SEO Manual Part 1c]
So how does search engine optimization (SEO) stack up against the other marketing channels… especially paid (PPC/CPM) advertising?
For successful web marketers and ecommerce businesses, that’s a moot question. It’s not an either/or situation. They understand that effective traffic generation requires both. Nevertheless, SEO delivers benefits and advantages of its own:
- Lower setup cost – it doesn’t cost a lot to launch a basic SEO campaign. Most companies can use resources they already have, though they may need to supplement that with a knowledgeable SEO resource.
- Higher ROIs – over the long run, an effective SEO strategy can generate traffic, leads and sales with a higher return on investment (ROI) than running PPC ads through Google Adwords or Microsft Ad Center.
- Long-term effects – your SEO efforts will produce results over the long-run, whereas PPC stops delivering results the minute you stop spending money on it. Another way to look at it is that PPC is like farming and harvesting corn, while SEO is like planting and maintaining an orchard. Both require maintenance, but the orchard will typically yield results for a long time even if you stop maintaining it.
- Brand building – search engine users tend to place more trust on websites that are ranked on the first page of Google, especially at the top of the page.
The SEO Process
The rest of this manual reviews and dissects the SEO process.
Looking at SEO from a high-level perspective, experienced online marketers understand that effective SEO is a continuous process. Yes, you can perform basic optimization and see good results for several months, if not years.
However, success in more competitive online marketing categories will require a more robust SEO program.
This diagram shows the five-step cycle that most SEOs follow to bring websites to the top pages of search engine results pages (SERPs) – and keep them there. This SEO manual is loosely organized around this process of analysis, keyword research, onsite optimization, link-building and tracking key metrics.
Next SEO Manual post: Understanding Search Engines
The Web1Media SEO Manual is an advanced search engine optimization (SEO) guide developed by Web1Media and serialized for public use. The SEO tactics, strategies and principles discussed in this SEO manual have been gleamed from our own experiences in the SEO, SEM and online marketing arena. If you would like to cite any portion of this SEO guide for non-profit use, we would be honored and simply request a citation link.
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