Aaron Wall of the SEO Book blog wrote a great rant about PPC vs. SEO. He talks about how PPC (paid per click advertising) is a continual race to the top – eroding profits and starting bidding wars. Who wins? Search engines. Remember that Google makes 99% of their $16 billion revenue on advertising.
Both methods have some barrier to entry, because they’re both technical and take a certain amount of skill. SEO (search engine optimization) on the other hand is more difficult to copy. SEO is sustainable.
SEO shows a work ethic and builds credibility. It separates the legit long-term businesses from the get-rich-quick schemers:
This is why I like SEO so much more than PPC. Most people are too lazy to spend years researching their topic, years building a brand, years building links, and years building social and customer relationships. We are afraid of failure, afraid of success, and afraid that we are investing too much in one place. But, if someone sees me ranking in the organic results they can’t just clone it unless they know SEO well, and are committed for the long haul. In many cases, knowing SEO well means having capital, time, passion, and a lot of marketing knowledge.
Then he wrote about how if you do well, it’s easy for someone (or your ad network) to steal or copy you. Aaron had this happen – someone stole his ad copy – and here’s his response:
SEO separates out real businesses from 95% of the people buying PPC ads. The guy stealing ad copy is too lazy to compete at that level. I’ll enjoy the logarithmic growth in profits (which have been at least doubling every year) while he keeps stealing table-scraps from Google and other affiliates until his accounts get banned.
This is why successful internet marketers who are the real deal start to give away their secrets. After they’ve built their business, they can afford to tell people how to do what they do. They know most people won’t have the skills or work ethic to get where they are. Some do, but it’s a small percentage.
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