Organic search results appear in
left side and PPC search results appear
in right side. According to the report
that surveys which side Internet users
click, organic search results caused
more clicks.
Organic Search= 70% of Clicks, PPC
Search=30% of Clicks
SEO vs. PPC
SEO
CPC
Search Engines
Google, Yahoo,
MSN
Google, Yahoo,
MSN
Method
Homepage
Optimization with the
character of search engines
Cost per click
Bidding (according to each
keyword)
Major Process
HTML source coding
Text Keywords
Density/Frequency/Ranking
Link Popularity (reciprocal,
relevant links)
Search Robot Revisit
Web log Analysis
Web Copywriting
Strategic Ranking Purchasing
Real time Bids Management
Finance and Budget Management
CTR Management
ROI Management
Web Copywriting
Merits
Low price than CPC
Over twice than search potential
of CPC
Changes must be relevant to
searchers
(often represented by keyword
selection)
High conversion rate of purchase
Suitable for mid-term and
long-term strategy (ex. Online
Brand Marketing)
Immediate listings
Controllable (switch on and
off at leisure)
Trackable to conversion by
keyword
Suitable for short-term
marketing (ex. events)
No limit of homepage structure
Dismerits
High upfront technical
requirements
High upfront expertise
Expect 3~5 months (all in) for
rankings
Not as controllable
No guarantee of high rankings
High price than SEO
Every click has a charge
Market controls PPC and is
rarely static
Resource intensive throughout
lifecycle
Increasing bids by keywords
competition
Reach is comparatively low
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