As the CEO of a search engine marketing (SEM) company, I am often asked by clients and prospects whether there's a basic philosophy regarding organic search engine optimization (SEO) and paid-search advertising:
"Is one tactic more favorable than another? How do I know which channel to pursue? Should I do both?"
Only after a hard look at your company's goals and unique situation can you arrive at a concrete answer to those questions.
The true test of pursuing either an SEO campaign or pay-per-click (PPC) advertising (or both) is knowing that it all boils down to your company philosophy, return on investment (ROI) objectives, budget, and numerous other monetary and marketing factors.
To determine which, or what combination of both, might offer the most bang for your buck, let's examine five "models" that my company often deals with.
1. SEO Only
Some clients are strictly interested in kicking off an SEO campaign, usually for a few basic reasons.
They have tried PPC and decided it didn't work, so they aren't interested in trying it again in the foreseeable future. (Whether the initial campaign was set up effectively and the channel should be revisited is a subject for future discussion.)