How Quick Marketing Wins can Kill Your Website’s Traffic and How to Avoid It

A great man once said patience is the companion of wisdom; however, in today’s society, immediate gratification seems to rule the roost. These days, people tend to value quick, short-term results over lasting commitments that promote continued success. This wasteful principle has found its way into numerous facets of business, including the online marketing world, where rapid gains tend to dissipate after a short amount of time.

PPC vs. Organic SEO

In an effort to attract more online customers, business owners often find themselves choosing between pay-per-click advertising campaigns and organic online marketing, which uses SEO and content development to generate higher natural rankings in the SERPS (search engine results pages). With PPC, business owners don’t wait for this enduring, long-term process to unfold. Instead, they shell out cash to pay for immediate results that appear on the first page of Google’s SERPS.

While PPC can bring a nice surge of quick traffic, it has its downsides. For one, when businesses stop paying for their listings, the visitor pools dry up. The costs can also get outrageous, especially for businesses that must target highly-competitive keyword phrases. Finally, many visitors tend to be suspicious of PPC ads, because they appear in the advertising sidebar of Google’s SERPS instead of the area that features natural, organic rankings. In fact, studies have shown that 86 percent of web searchers say they trust organic SE listings more than paid listings. Likewise 85 percent of search clicks go to organic links rather than PPC ads.

Building for the Future

In business, smart investments pave the way for prosperity. By committing to an organic Internet marketing campaign, a company is able to develop a lasting online customer base that won’t disappear overnight. Through a combination of on-site and off-site content creation, businesses develop natural search engine rankings that generate cost-free clicks, every single day.

What’s more, these benefits remain even after a company stops using an online marketing service. Unlike PPC campaigns which demand constant investment, organic online marketing campaigns keep paying off even after businesses stop contributing money to the enterprise. The benefits are theirs to keep and enjoy well into the future. The payoff is also greater when compared to PPC, because the results last much longer while requiring little to no maintenance costs.

Enduring Benefits

When companies spend money on online marketing campaigns, they expect to get returns on their investments. While PPC strategies can yield quick results, the benefits dry up all too quickly. When they do, business owners are forced to dip into their wallets to keep these benefits coming. On the other hand, when companies invest in organic SEO, they enjoy lasting benefits even after they’ve stopped putting money into their marketing campaigns.

A Smarter Approach

Successful businesses don’t just focus on immediate results; they commit to long-term strategies that strengthen their foundations. If you’re interested in building a larger online customer base, invest in an organic online marketing strategy which will yield consistent, stable results that won’t disappear when you stop paying for them.

About the Author:

Mona Moore is a principal in www.SEO-Services.com, a Phoenix-based Web marketing company that has been helping clients succeed on the Web for more than five years. She enjoys working with a wide variety of clients from all over the nation.