“My business uses pay-per-click (PPC) advertising. Why do I need Search Engine Optimization (SEO)?”

That’s a question a lot of business owners are asking. And it’s a valid question. Why should a business invest time and effort into trying to get ranked on the first page of Google when they can just run a pay-per-click ad on the first page? Here are a few reasons.

Search Engine Optimization efforts help you keep your website populated with relevant and current information. When visitors click on your paid advertisement, the first thing they’re looking for is current information, just as search engine spiders are. Without fresh, pertinent content your visitors are more likely to leave without buying anything. And chances are good they won’t come back.

Search Engine Optimization also forces you to keep your site’s navigation efficient. Internal links are the keys to reaching any page on your site within two clicks. When visitors enter your website they want to find what they’re searching for easily; again, just as the spiders do.

Search Engine Optimization focuses on building external links. Search engines base the majority of your page rankings on the quality links that are leading back to your website. It’s also important that you have links from your site to credible information. This shows your visitors that you want them to have the best information available to them. The more credible and relevant the links coming into and going out of your site, the higher you’ll rank in the eyes of your visitors and with search engines.