Discuss the pros and cons of paid vs. organic strategies.
As part of its online marketing strategy, a company can use search engine marketing (SEM). SEM is the practice of marketing a business using paid advertisements that appear on search engine results pages or SERPs (“Search Engine Marketing,” 2019). This strategy does, of course, have its pros and cons. An advantage of SEM is that it is a quick and effective way for a company to boost its website traffic. It also allows a company to be more persuasive with its message. It can do this by including a picture of the product in the ad listings. This visual element makes the ad more enticing, which can increase the company’s traffic and turn prospects into customers. A disadvantage, however, is that SEM can get expensive as a business has to compete with its competitors who also use Google Ads. And as soon as a company stops putting money into SEM, it will immediately have less website traffic (Rocket & O’Neill, 2015).
A company can also use search engine optimization (SEO), which is the practice of increasing traffic to its website through organic search engine results (“What is SEO,” 2019). This strategy also has its pros and cons. An advantage of SEO is that it saves money because a company doesn’t need to pay for every click on its link, and this traffic will likely increase over time. And a business that is in the top organic search results tends to be seen as a leading and reputable brand by consumers. In contrast, one of the disadvantages to SEO is that it requires a lot of effort, meaning the company will need to be sure to create quality content, spend time building backlinks, do keyword research, and monitor its results via Google Analytics. Time is another drawback as it could be months before the company achieves its desired results (“SEO vs. SEM,” 2019).
Provide some recommendations to present this information to a client in an understandable manner in order to set clear expectations.
This information should be presented to the client in an understandable manner so that their expectations are clear. And I believe the best way to do this is to point out key facts, which are:
- SEO may take much longer to generate traffic/ SEM tends to generate traffic quickly
- SEO can save a company money/ SEM costs a company money
- SEM is often seen as short-term investment /SEO will be a long-term investment
- SEO and SEM complement one another extremely well when done correctly, and they should be used together to achieve maximum results (Castro, 2016)
Castro, J.P. (2016, July 27). Why SEO & SEM are Complementary, Not Independent. [Blog post]. Retrieved from https://landerapp.com/blog/why-seo-sem-are-complementary/
Rocket, M., & O’Neill, K. (2015). The Pros and Cons of SEO vs. SEM. Retrieved from https://www.avatar.co.nz/newsletter/january-2015.html
Search Engine Marketing (SEM): What it is and how to do it Right. (2019). Retrieved from https://www.wordstream.com/search-engine-marketing
SEO vs. SEM: Learning the Pros and Cons for your Business. (2019). Retrieved from https://www.mbusinesssolutions.com.au/seo-vs-sem-learning-the-pros-and-cons-for-your-business/
What is SEO? (2019). Retrieved from https://moz.com/learn/seo/what-is-seo