Re: SEO versus PPC - the unending debate

From: Will Zaichkowski <willz_at_shaw.ca>
Date: Thu 17 Mar 2005 09:27:42 -0600

I don't really think it is a question of one VS. the other. They perform
two completely different functions. A good optimization project improves
the very structure and usability of a website. It is about fine tuning
communications to best reflect an audience's requirements. In that
process, there are many benefits that are felt outside of organic
search; crossing into the way a company presents itself through all its
communications materials. It is tough to hang an ROI solely on SEO. You
need to create cost of acquisition models for baselines before a project
starts, and then test new data against the old.

Paid search is all about eyeballs, and frankly it is no different than
buying ads during the superbowl (though much cheaper). It drives
traffic, and if the right words are managed in the right locations, the
boost is powerful. If the site is a direct e-commerce site, then you can
calculate a meaningful ROI - did the people who clicked on the ads buy
something on that trip. everything else becomes shadowy. It is known the
on-line exerts a powerful effect on offline buying habits, but without a
coupon in hand, there can be no direct correlation. News that came from
Jupiter Communications
http://www.jupitermedia.com/corporate/releases/05.03.14-newjupresearch.html
suggests that many people are nuking their cookies on a regular
basis, so tracking people who are coming through ads becomes less exact.
And yes, click fraud is a huge factor too.

Both SEO and Paid Search are difficult to sell based only on ROI. There
are excellent logical arguments for each, and each can stand on its
merits. When I am working with clients, I offer up both solutions where
they are useful. My clients' requirements drive the decisions, so for me
there is never a question of versus.

Will Zaichkowski



Received on Thu Mar 17 2005 - 09:27:42 CST