Improving a website's organic search engine ranking has better long term effects than pay per click (PPC) advertising, a leading SEO expert has claimed.
While PPC advertising is highly attractive to many new businesses starting out on the web because of its immediate placement of links and the ability to track your return on investment, it needs to be coupled with a strong organic marketing strategy, claims Simon Wharton, who runs online search marketing agency PushON.
Writing on how-do.co.uk, he claims that prospective buyers use organic searches between 60 and 80 per cent of the time and that they gather up to six times more clicks than paid for advertising.
Mr Wharton writes: "Online search marketing undeniably does not have the immediate hit of PPC and paid advertising.
"But whereas PPC and paid advertising's effects wear off quickly, organic search marketing has a real impact in the medium to long term and even after the campaign has finished it will still yield a return.
"Many companies will find its longevity and substance of organic search a real benefit."
One way to increase a website's organic search ranking is through linking to other quality content.
