Comparison between organic site promotion and advertising on Google:

Search engine optimization (SEO)

Advertising on Google

First results after a month, good results after a few months.

The adverts are on immediately. An effective campaign can be up in 24 hours. 

requires A lot of knowledge, experience and professionalism are needed to optimize a site. 

Not much knowledge is required in launching an advertising campaign. (However, professionalism is important.)

The flow of surfers to the site cannot be controlled.

You can control the timing, geography (area) and budget.

Usually much more effective financially in the long run, no need to pay for every click.

Every click is paid for (no free traffic)

Organic results are more popular- they get more clicks.

Advertising gets less clicks then the organic results.

Is considered as “real” results and not an advert.

Is considered an advert.

Very difficult to reach the front page with competitive phrases.

Relatively easy to get to the first page, even with competitive phrases.

Search engine optimization is better for “long tail” phrases and for long term campaigns.

Much better for short term campaigns.

Only a little control on the creative and the message.

The possibility to reach different audiences with the right creative and message.

For more information on search engine optimization .

For more information on advertising on Google .