This is part one of a three part series that was first published as part of Marketing Pilgrim’s Scholarship Contest. The finalists were determined by the number of visitors that read the post as well as factoring in bonus points for a low bounce rate and high average time on site. While this post was not a finalist, it did have the second lowest bounce rate of any entry and the eleventh highest average time on site. I guess what that means is that I should have made an effort to drive visitors to the post.  Oh well, there is always next year.

But, without further adu here is part one of the post.

How does search engine optimization and pay-per-click advertising relate to your quest to have an amazing night out at the hottest bar or club in town? And, what friend should you make sure to bring along so that you will definitely have a night to remember? Well, I won’t require you to have the patience of SEO. But instead, I’ll give you the instant gratification of PPC.

Two friends, SEO and PPC are getting ready to head out on their quest to have an incredible time at the new local hotspot. They decide they will meet at the club since they live on opposite sides of town. As usual, PPC quickly gets ready and heads out the door. There is no style lost, however, in the quick process of getting ready. In fact, PPC is looking quite flashy and really stands out from the crowd. PPC quickly finds a parking spot right next to the club and heads past the long line waiting to get in. As usual, PPC is on the guest list and is ushered right inside.

SEO on the other hand takes a long time to get ready, but once ready looks every bit as impressive. After SEO finally makes it out the door, through the traffic heading downtown, SEO eventually finds a parking spot far away from the club a new obstacle arises. SEO does not seem to be on the guest list and instead has to wait patiently in line. SEO could be upset and frustrated, but instead excitedly anticipates the fun night that hopefully is about to begin. An hour goes by, but eventually SEO is let through the doors and to the party inside.

Does this sound familiar to all you SEO and PPC experts? PPC is always the one that can be up and running in no time with a flashy ad and ranking in top positions for all the important keywords. PPC can slip right into the party and start generating sales in no time. SEO on the other hand has to be patient since you’re likely not going to be able to join the party on the first page of the SERPs right away. Instead, it will take hard work and a lot of patience before you finally make your way in. That hard work and patience, however, can really pay off and potentially can be more cost effective than PPC in the long term. But anyways, back to the story…

Next week part 2…

Filed under: Analytics, Off Topic, PPC, SEO on Thursday, July 17th, 2008 by Nate Linnell |
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