Social Media Domination

Many of our customers and prospects are PPC (Pay Per Click) geniuses. PPC is a fairly simple approach to 'buying' traffic to your site. PPC also has the added simplicity of generating fantastic toolsets to gauge the competitiveness and cost of keywords and key phrases you're trying to obtain.

We pay a lot of attention to PPC at Compendium because its a great indicator for our clients when we review their compended blogs and what keywords and phrases they are after. However, there are some very important differences between Pay Per Click and Blogging.

PPC ads have a very short title and description as opposed to a blog. A blog offers both can leverage a full post title and lengthy description so a blogger can write incredibly compelling content that a searcher can decide on.
PPC ads obtain 5% of a Search Engine Results Page (SERP) where as Organic Search results obtain 95% of the click throughs.
Blogs are seen as trusted resources for conscientous purchasers online. So not only do more people click-through, they're more likely to purchase after reading a blog rather than a web site.
A PPC advertisement is a one-time event that you have to actively pay for for the duration of the campaign. A blog post is there for as long as your blog is alive and well - always ready to be a relevant response to a visitor's request.
PPC ads don't 'combine' to build trust nor authority with Search Engines. Blogs do! The more content you post, the smarter you're making the search engine on how your website is relevant to searchers.
PPC ads are only an acquisition tool, to get people to your site. Blogs are both an acquisition and a retention tool to obtain new clients and continue to maintain a relationship with them after they are on board.
PPC can only be won by spending more money than the next person. Blogs can win organic search simply by being more relevant. The popularity of a blog through trackbacks, number of blog posts, and the richness of the content can drive your result to the top of the Search Engines.

Does this mean that you should dump PPC for Blogging? Absolutely not, PPC advertising can be very cost effective. If you find value in PPC advertising, though, then you would be remiss if you weren't looking at using Compendium as well!