Search engine optimisation 'less risky' than PPC

Using search engine optimisation (SEO) as an online marketing tool carries fewer risks than pay-per-click (PPC) strategies, it has been claimed.

A Pitstop Media article on Best Syndication said that while using PPC could be profitable if done properly, SEO is a safer option.

The author called attention to the relatively low costs of SEO and how it could be used to guide members of the target audience towards particular products.

Furthermore, it was explained that well-executed SEO works quickly and can have effects beyond one single campaign.

Recently, experts at the Search Engine Strategies conference in Chicago gave suggestions about online marketing.

Matt Van Wagner, president of Find Me Faster, was quoted by WebProNews as saying: "Search engine ads are different from content ads, so treat them differently."

He explained that adverts are used to "draw clicks and filter clicks".

Another expert, Mona Elesseily of Page Zero Media, recommended testing adverts and making sure keywords were present in the advertising copy.