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Lots of people have a definite opinion as to whether pay per click or search engine optimization is the best way to carry out your Online Marketing. In actual fact it is probably a combination of the two that makes the best online marketing package.

Initially pay per click should be used. It is very quick to set up, a well thought out campaign can be done and dusted within about an hour and the results are instant. The benefit of this is that if you have got a couple of your keywords wrong this will quickly show up, allowing you the opportunity to rectify the campaign as soon as you notice. The changes take place straight away and over the next day or two you can see if your alteration have fixed the issue.

Of course once you have got everything set up and running you could be tempted to leave it as it is and leave pay per click as you only form of Online Marketing. This would be a mistake. Once the tried and tested keywords and phrases are doing the job and brining in the sales you can then turn your thoughts to the organic Search Engine Placement of your website by going for some search engine optimization.

Search engine optimization should, when done properly, place your website on the first page of the organic search listings for the keywords that have already been tried and proved by the pay per click. The searching public are ten times more likely to click on an organic website listing than on a pay per click advert. So although pay per click is great as a start the real winner is getting a good organic Search Engine Placement.

It does however take time for this form of service to take effect. Even though a lot of the keyword process will have been done there may be alterations to your website and then the most crucial link generation work will start. As this consists of marketing your website across the internet it is a much slower process, requiring the search engine robots to establish a picture of your site as a popular, honest one.

It should be possible to procure the services of a Search Engine Optimization Company to carry out the work. They will usually be a lot more capable than you. Although they will require an initial fee for the ground work involved no further payment should be needed until they get your chosen keywords on page one of the organic section.

As soon as this happens the need for pay per click will evaporate. As long as you have a deal with the Search Engine Optimisation Company that you pay an agreed amount per week for each keyword that appears on page 1, you will find that the price of this service per sale is small compared to the pay per click which simply keeps mushrooming the more customers go to your site.

So in a nutshell, pay per click is ideal to get the momentum rolling and trial the keywords out but search engine optimization represents the long term cost effective answer.