Can you tell I'm tired of these "Top N" lists? Nonetheless, here are my top 7 reasons Andy Beal's answer to question #8 of Lee Odden's 10 questions
is wrong. In that answer, Beal says SEO takes "more effort than a paid search campaign." He also asserts that "anyone can manage a campaign without the need for outside assistance." My goodness, how can someone so smart say something so dumb? Here are 7 reasons his notion that SEO is hard and PPC is easy is plain wrong:
- Local advertising via Google AdWords is not as simple as it sounds.
- PPC advertisers need to develop and employ click fraud minimization strategies.
- Not all PPC advertising is the same. Although lumped together by default on PPC advertising platforms like Google AdWords and Yahoo! Search Marketing, contextual advertising is NOT search engine advertising.
- Multiple PPC platforms to learn. I imagine some advertisers are going to want some help with the Y!SM upgrade. A couple of years ago, I recommended second tier PPC search engines (read results from 2004 case study published on SEO Chat). I no longer use them due to click fraud issues. How will an advertiser know which PPC engines to use, which to avoid and how to keep up with each different platform's changes?
- Does anybody really understand Google AdWords Quality Score? Anybody? Bueller?
- With broad matches on AdWords, you don't really know what you're paying for.
- Will a new advertiser recognize that the new, simplified version of AdWords (Starter Edition) is actually not good for small business?
I'll stop at 7. This list could go to 11. Haven't even touched on tracking PPC ad spend, understanding technicalities like embedded matching
, dealing with "inactive for search
" issues, how to perform keyword research
in the first place, testing ad text variations, customizing landing pages, etc. PPC is easy? SEO is hard? C'mon! This has got to be linkbait
. Beal can't be serious. Why does there have to be this debate between PPC and SEO? They're both a subset of SEM (search engine marketing). They're both essential. If anything, though, I'd argue that SEO is headed for extinction as web designers become more aware of optimization issues and search engines get better about ignoring "unnatural" links. Even Beal's quote supports this idea. He says, "SEO is going to evolve, becoming a mixture of optimization, viral marketing, buzz generation and public relations." Actually, viral marketing, buzz marketing and public relations have nothing to do with SEO. Smart SEOs recognize that they need to evolve beyond SEO into these other realms. I think Andy has inadvertently admitted that SEO is gradually on its way out. PPC is hard. So is SEO. Top "N" lists are annoying.Technorati tags: andy beal, lee odden, google adwords, yahoo search marketing, seo, search engine optimization, ppc advertising, pay per click, linkbait