The attraction of Pay Per Click (PPC) online advertising is undeniable. Each click costs virtually nothing, you only pay for clicks you get, and you set your own daily budget so you know exactly how much youre going to spend. Most importantly, your listing appears instantly.
On other hand, a high ranking in natural search results seems unobtainable. Theres a perception that hundreds of thousands of other businesses are competing for your keywords, and that makes it seem like a real rat-race. And it also seems like such a big mountain to climb; its true that it can take months to reach first page for your target keywords. To make matters worse, thousands of opportunistic (and some very dodgy) SEO companies have emerged, looking to make a quick and big buck out of market naivety. So to CEOs, BDMs, marketing managers, webmasters, and business owners, road to natural search ranking seems expensive, risky, and beset with traffic.
But does this mean you should forget natural search?
Firstly, most user studies to date have found that people pay more attention to natural search results because theyre more relevant. Thats foundation of success of companies like Google and Yahoo (and reason they keep their indexing rules a secret).
Whats more, its important to put things in perspective. Hundreds of thousands of other businesses may be competing for your keywords, but in most cases, theyre at least as confused and disheartened as you. So sooner you figure out real story, sooner youll have jump on them.
And yes, it can take a while to reach top, but because your competition is for most part traveling blind, your early progress will normally be quite quick. In fact, for most businesses, its not until you reach top few pages that your progress will slow.
And again yes, there ARE some dodgy SEO companies out there. But there are also some very good ones. (Go to WebProNews.com and sign up to a forum if you want to find out who they are.) So long as you know basics of SEO you wont be taken for a ride. (See SEO for CEOs for a rundown of SEO basics in laypersons terms.)
But lets talk bottom line
Is it more expensive to obtain a high ranking?
Certainly not! In comparison with other forms of advertising even PPC in long run reaching top of rankings is NOT expensive. The following case study explains why.