Advantages of SEO
Significant traffic driverSearch marketing can attract a significant proportion of visitors to the site if companies are successful in implementing it.
Highly TargetedVisitors are searching for particular products or services so will often have a high intent to purchase – They are qualified visitors.
Potentially Low-Cost visitorsThere are no media costs for ad display or click-through. Costs arise solely from the optimization process where agencies are paid to improve positions in the search results.
DynamicThe search engine robots will crawl the home page of popular sites daily, so new content is included relatively quickly for the most popular pages of a site (less so for deep links).
Disadvantages of SEO
Lack of PredictabilityCompared with other media SEO is very unreliable in terms of the return on investment – it is difficult to predict results for a given investment and is highly competitive
Time for results to be implementedThe results from SEO may take months to be achieved, especially for new sites.
Complexity and dynamic natureThe search engines take hundreds of factors into account, yet the relative weightings are not published, so there is not a direct correlation between marketing activities and results – it is more of an art than a science. furthermore, the ranking factors change through time.
Ongoing InvestmentInvestment needed to continue to develop new content and generate new links.
For these reasons and depending on your business, Investment in paid search may also be worthwhile. Learn more about PPC.