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The main advantage of Search Engine Optimization services is its ability to improve a client's online performance through search engine results and traffic to the site. The main two types are Organic results and "paid" or Sponsored Links.
Organic, also known as (natural), results are what appear in the search engines results page like Google. There is also no guarantee of higher page ranking in Google's organic search results, however taking strategies to implement keywords in as many ways as possible in the site either in the page titles or navigation will greatly help.
Positioning and relevancy is everything when it comes to a customer finding your landing page. Where in the past homepages was the central point for location of a site, this has now become more obsolete. New articles, blogs, news are all written on a daily basis and businesses would be advised to allow search engines to crawl their whole website rather than just their direct URL link.
Another technique to aid in the sites positioning is choosing an appropriate domain name for the business. Try to word it as easily as possible, something customers will remember. If possible try to combine a keyword or key-phrase in the domain name to give some indication of the types of products and services the company provides.
Paid advertising known as Pay-Per-Click (PPC) provides about 20% for the sponsored or promotional links that search engines provide i.e. Yahoo! Sponsored Search or Google Ad words. Businesses pay to have their results shown up as paid listings in the search results in the hope of gaining a competitive advantage over others. The advantages to having paid advertising are the positioning in the search results and having more improved visibility.
This can also be an expensive option for the company at hand. As each pay-per click ads are charged to the company. Where they pay a set amount, which they specify when they make the ad, with a maximum amount they are willing to pay. So in turn this affects the positioning as the higher the positioning the more the budget costs of advertising. SEO can take a while to take effect and doesn't solely depend on the bidding price. PPC could be a benefit in the beginning if used correctly and efficiently as these listings are only a short-term solution.
PPC does not necessarily guarantee a consistently higher position. However this is not always the case as many customers skip the paid advertising sections and click on the organic results, which in turn receives about 80% of the market share.
Overall paid advertising can be a costly expenditure to a business and it would be much more beneficial to try and gain positions in the organic results as much as possible.
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