04/27/07
SEO v PPC

I just read an interesting article by Jason Prescott titled “Is Google Killing SEO?”.

Paid search listings could become more relevant than organic listings because of the emphasis on inbound links in search algorithms.

His reasoning is based on the belief that people will be able to optimise their paid listings to become more relevant than their organic listings. He also adds:

Google will discover the most popular sites based on user preferences, allowing it to serve highly relevant results based on paid search landing pages. As a result, search engines will likely start serving more sponsored links, and the organic links will start to fade away.

Organic links will start to fade away? I don’t think so.

Paying search engines to show your ads in their sponsored listings is pretty much an easy way to get your website instant traffic. However, paid listings are not suitable for everyone.

It is highly unlikely search engines will favour sponsored listings over organic listings, because all you end up with is a search engine full of results trying to sell a service rather than a resource for information. Not only that, if paid listings do overtake organic listings, then people will simply not be able to afford paid listings.

SEO will always be relevant as long as organic listings exist. Webpages have a natural ranking, the job of an SEO is to find out what makes a webpage relevant according to search engine algorithms which will in turn rank a page in a high position.

It is in search engines interest to show relevant results to a user, this includes paid listings. Google especially don’t necessarily show paid listings according to who paid the most. They still want the results to be relevant, but this doesn’t mean that paid listings are better than organic listings. There are too many factors to consider to make the assumption that paid listing will be more relevant therefore will be favoured over organic listings.

So breath easy, your don’t have to dig deep into your pockets to get traffic to your website just yet.