When it comes to deciding on the most worthwhile internet marketing route, there are two main avenues to consider: pay per click and search engine optimisation . If you’ve yet to be switched on to the benefits of SEO, it does have several points in its favour. Yes, it does take longer than paid search to show tangible results but its usefulness is potentially much more long reaching.

It goes without saying that the main attraction for would-be search engine optimisers is budgetary. Unlike pay per click, a web site returned in the main search results does not incur a cost each time a user clicks on the listing. Over the long term, that makes SEO a lucrative prospect as paid search activity can be scaled back.

A second reason for integrating search engine optimisation is the exposure on secondary web sites resultant from SEO activity. As SEO requires the marketer to actively seek out links from independent sources, a much wider slice of internet users are naturally exposed to the brand and its web address.

When carrying out any kind search engine optimisation activity, attention must be paid to on-page optimisation. This is an opportunity to focus on the quality and quantity of web site content, potentially making for a much more relevant, informative and interesting web site. The need to optimise web site content and introduce more keyword rich information forces the publisher to develop a cache of resources that become a valuable sales tool.

Search engine activity is actually a very social exercise, especially if you embrace the trend for social media sites and social networking opportunities. This less technical side of SEO is a chance for the savvy optimiser to build a virtual community with clients and potential clients. Such a fluid and natural dialogue is simply not possible with a pay per click campaign. Using social media as part of the SEO strategy can however open up lines of communication between the company and its sales prospects, allowing for valuable feedback and generating a sense of brand loyalty.

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