What Exactly Is Click Fraud?

Referred to as a black-hat technique, click fraud falsely inflates the number of clicks on a pay-per-click ad. The motive behind such frauds are two incentives, they are:

• Advertisers attempt to sabotage competitors by driving up the costs and meet their budget caps early on in a day.
• Ad publishers click on displayed ads on their website for generating more revenue.

What Preventive Measures Are Taken By Search Engines?

Over the last several years, search engines have done a lot for identifying and quashing click fraud. Although unwarranted, irrespective of the fact that a click is malicious or not, it generates dough for the search engines displaying it. Hence, to upload their reputations and putting weary advertisers’ minds at rest, most ad platforms have their own designated techniques that deal with click frauds.

Google has the most robust anti-click fraud program where its system detects usage of three prolonged approaches starting with automated filters. Its advanced algorithms are capable of detecting and filtering out invalid clicks in real-time. Hence it means they are filtered even before an advertiser gets charged.

Additionally, as the system isn’t capable of catching all fraudulent clicks, Google Ad Traffic Quality Team conducts manual offline analysts and removes clicks that are suspicious and invalid. Besides the proactive measures, Google has its investigation system based on the advertiser’s reports of suspicious activity. The moment it detects a malicious click, it labels it as “invalid” and credits get issued to the account.

How Can You Identify Click Fraud In Your Account?

Now that you are aware of click fraud, you must be wondering if malicious clicks have been happening in your account. You shouldn’t worry about such instances as you have numerous ways of identifying if you have been a victim of click fraud. For getting a full rundown, you can turn on the WordStream’ Evan Cummins.

He explains what the marketing services team is doing for monitoring their clients’ accounts.  He elaborates that depending on the resources and time, you may commit to monitor click fraud. The problem can be approached in two different ways i.e., by conducting manual analysis or using an automated solution.

Doing It Yourself

In case you opt for manual analysis, you need internal reporting. Generally, it’s preferred to have internal reporting in some form irrespective of the fact that you aren’t sure if you have been a victim. This is because Google can only tell you if a click eventually converted into a lead. Internal reporting tells you if that lead became a sale. If you have this information, you can adjust your bidding in favorable terms that are more likely to convert into a sale.

For tracking click fraud, internal reporting offers you few pieces of information such as:

• IP Address
• Action Timestamp
• Click Timestamp
• Action Timestamp

An IP address is self-explanatory but the other three are important indicators too. For example, click timestamp and action timestamp when used together lets you see the IP address that is arriving on your website after clicking on an ad, but isn’t converting or rarely converting. Click timestamp indicates the time when a person arrives on your website after clicking an ad. On the other hand, an action timestamp is a time when the visitor completes an action on your website.

In case you observe an IP address doing a bunch of click timestamps with no action timestamps, it’s possibly a click fraud. The user agent is useful to identify if a visitor from a particular IP is the same person. It jots down the features of the device that is used for accessing your websites such as the device, computer, browser, or software.

After you detect a fraudulent IP address, you need to perform a quick check of the IP on the website to see its geolocation. You may use whatsmyipaddress.com, ip2location.com, and similar sites to check the location.

Eliminating Click Fraud In Your Account

Although Google assures that it is doing everything to prevent click frauds, it remains a major issue. In case you aren’t sure if you can rely on Google to prevent invalid clicks, you should take a few measures yourself. Those measures may include:

• Turning to Facebook or Twitter Ads
• Setting up IP Exclusion for Google Ads
• Running GND Remarketing Campaigns
• Adjusting Ad Targeting

Staying vigilant and adopting the measures above can help you reduce the chances of click frauds with your account. Although it isn’t possible to completely eradicate such instances, such measures can help you substantially reduce the chances of becoming a victim of click fraud. If you are looking for an expert to help you with Google Ads or click fraud prevention in Clearwater, FL, contact ISEOU Company. The experienced team is aware of the best practices and can help you make the most from Advertising platforms.

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Local Dentist SEO

For Local SEO you will need customer reviews that prove the quality of your dental services. You also need directory listings to enable the clients to find you via Yell and Thomson Local. These listings ensure that you are validated as a legitimate local business by Google.

Advantages of dentist SEO

The various benefits of dental SEO and local SEO include raised customer numbers, long-term traffic to the website, and an overall long term positive ROI (Return on Investment) than compared to other paid advertising alternatives. It is recommended that all businesses use several advertising channels for promoting their business and they begin with a combination of content marketing, PPC, and SEO. These things contribute towards increasing the traffic instantly and they also lay down the groundwork for long-term traffic and conversation.

The prospective patients searching for local dentists or cosmetic dentists will always go to Google first before other websites. The listing of local dentists by Google is highly trusted basically because of the positive signals referenced by Google such as customer reviews. Due to this aspect, it is critical that your dental clinic website appears in the search results for various kinds of searches undertaken by people to find out information regarding treatments such as Invisalign, crowns, whitening, veneers, and bridges.

It is also significant to keep in mind that your competitors are also investing in dental SEO in all probability and they also might be reaping the benefits of their SEO campaigns and attracting the patients to their practice. This may be even before the clients are aware of your existence. SEO is the only chance for you to get ahead in the eyes of patients turning to the internet for finding out dentists in their area. However, if your competitors are not investing in local dentist SEO for their business, it is a fantastic opportunity for a dentist to attract patients to his/her practice before the others get an opportunity. If your practice is the best in your region and if you have a fantastic website, you can prove it by using dental SEO.

Tips for dental SEO

All marketing plans need the knowledge of where to find the target audience and SEO is no exception to this. When you are looking to address the needs of various dental patients you have to get their attention. It raises your ranking which in turn provides more attention and this cycle continues. Some of the things you can practice for this purpose include,

• Adding relevant keywords.
• Website optimization for local searching.
• Blogging.
• Getting quality links.

The dentist SEO for a dental clinic website requires long-term strategy including website improvement, website auditing, improving the local SEO signals, creating great content, etc. All these elements make your website closer to the goal of having more traffic to your website and getting consistent new customer registrations along with retained clientele.

After understanding the significance of SEO for dentists there is a likelihood that you have plenty of questions in your mind about getting started. Do not allow these things to overwhelm you. Get in touch with I SEO U Company and let their professionals guide you toward the top of the SERPs. They have several clients who benefitted from their SEO services including doctors, especially in the Clearwater, FL area.

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1. Post the content your target audience is looking for at the moment: Although your organization may be in a survival mode at the moment you will need results quickly. If you cannot spend much on PPC you need to focus on content marketing and SEO. For achieving quick results the best idea is improving the existing content to cater to the potential clients right now. This is working well at the moment.

2. Keyword research: Get the content items that are performing well and check which queries they are ranking for. Use the data you can get from Google Trends, Google Search Console, Ahrefs, SEMrush, Moz, Scout Suggest, etc. Collect all these queries and analyze how they are performing and split them into queries that are ranking on page 1, queries that are ranking on page 2, and queries that are ranking on pages lower than the first two.

3. Improve the existing content: When you take into consideration the first-page ranking content, you will find that just some minor tweaks are required to move up a few spots or win featured snippets. It is a bit tougher for the second-page ranking. You might be required to add certain sections to the existing content or develop a separate page for the same. The targeting queries having specific content can win featured snippets. Add useful FAQs to the content.

4. Create short-form content for the long tail queries: To incorporate lower search volume queries you found out while doing keyword research write short-form content. The independent search volume for these queries is not too high but their combined search volume and lower competition make it worth pursuing.

5. Implement the FAQ Page Schema Markup: This is the time to get creative and mark up the content by using the Schema type FAQ page. It allows you to extend your snippet substantially along with the FAQ box. Remember, Google is quick to pick up the implementation of the markup so this will get you results fast. This implementation is not too difficult however, if you do not wish to write JSON-LD code by yourself you can use a tool for it.

6. Create new and more relevant content: If you can create new and more relevant content it means there are more chances that it gets picked up and drives traffic to your website quickly. Some companies have created a big list of tools that offer specific COVID-19 SEO deals. Invest in creating content that your target customers will look for even after the pandemic is in control. The content will not lead to a surge immediately but you will observe a consistent growth with this kind of content when you are maintaining it well. This type of investment will start to deliver ROI later on. Normally this work will create the content of the types, statistics, resource pages, glossaries, tools, and eBooks.

As you can imagine the SEO tactics will change and what was once acceptable will not be the same. In the event, you are not certain about the SEO strategies you need to adopt, get in touch with professionals such as I SEO U.

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Waiting Until you Launch Your Website to Think About the Search Engines

You can’t afford to wait until your small business website is launched to be concerned about SEO. Instead, this is something that should be incorporated into your planning, design, and launch because there are many different factors that you need to consider along the way. You need to think about your content creation, website layout, information architecture, individual page content, pages you add and delete, and any URL changes (especially 301 redirect mapping). All these things have a massive impact on what happens to you in the search engines.

Thinking About Search Engines as a Short-Term Business Development Channel

SEO isn’t “pay to play” like PPC, nor does it function like any other marketing outlets. The search engines make the rules here. A good provider’s expertise and management will help you navigate through this ever-changing landscape. Fortunately, there’s a lot of upside potential here, but there’s also no real guarantees. While reliable strategies will improve your rankings, traffic, and conversions there are over 200 variables in Google’s algorithm that are uncontrollable. Invest wisely and consider this a long-term small business strategy.

Having Your web Developer Handle Your SEO

While good web developers know some SEO basics, they’re not highly experienced here because there’s too much information and variables at play making them two different specialties – like the difference between a heart surgeon and an ophthalmologist. Even the few web developers who are extremely knowledgeable don’t have the tools, experience, and skill set they need to create and manage a comprehensive campaign for your small business.

Buying into Something That’s “too Good to be True”

SEO is challenging because it requires a lot of expertise and experience to truly understand and manage it effectively, especially since the rules change and negative performance occurs. You won’t find a shortcut that doesn’t lead to poor outcomes – like wasting your time, money, and effort. This is why you need to distinguish between legitimate agencies, consultants, and in-house managers, and non-professionals so you’re sure to work with a specialist. If you can’t afford SEO, you’ll need to work on educating yourself instead. Even if you do hire someone to work on this for your small business you’ll still want to know enough to make sure their strategy regarding on-page, off-page, and technical strategies makes sense. These are the primary areas they should address for you.

Thinking Organic Traffic, Website Visibility, and Conversions Means Your Strategy is Working

Your small business needs a detailed tracking process to know what’s working. A great place to start is with Google Analytics or SEMRush – both are free to install. This will give you many tools to track your rankings over time. When you notice that your rankings, organic traffic, and conversions are improving, you’ll know that you’re on the right track with your SEO plan. Even if you don’t see this happening right away, if you offer the right content to the right users and follow basic ‘best practices’ eventually this will happen. Of course, you may grow tired of making these mistakes and trying to figure SEO out for yourself. In this case, you should contact I SEO U. With years of experience helping businesses like yours rise to the top of the SERPs, we look forward to helping you have this same success.

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PPC Marketing and its Role in Attorney SEO

Pay-per-click (PPC) marketing is defined as paying Google to list your site on its SERPs. Each time someone clicks on your link here, you’re charged money. Besides this, there are a few other downsides regarding PPC campaigns and their role in lawyer SEO, including:

• You’ll pay more money here because you’re buying each click.
• Your ads are only seen on set days and at set times unless you have an unlimited budget. This isn’t a bad thing once you’re properly optimized.

Fortunately, the benefits really do outweigh the disadvantages here. They include:

• You’ll reap immediate results, including increased traffic that results in some conversions.
• When your PPC is professionally managed in a proactive manner it’ll continue improving with time. This means you’ll start paying less money per lead.
• You can easily target potential clients in neighboring suburbs and cities whom you’d otherwise struggle to reach with attorney SEO.

As you plan for such a campaign, make sure that you:

• Work with a professional that’s “Google Partner Certified.” Their experience is beneficial.
• Be creative with your targets and who you want to reach but make sure that it makes sense for your budget at the same time.
• Demand reports on a regular basis.

SEO Marketing and its Role in Lawyer SEO

Through lawyer SEO you’ll build your website’s reputation. This requires the development of great content that other people endorse. Besides the fact that this takes a lot of work, there are some other disadvantages to using attorney SEO. These include:

• You won’t receive immediate results through attorney SEO.
• Google’s algorithm is always “improving,” so rankings sometimes experience turbulence.
• While your attorney SEO campaign’s costs are typically stable, it does mean you can’t adjust them seasonably, like you can with PPC.

Once again, the advantages outweigh the disadvantages though. These include:

• Your collective cost per conversion is much lower than PPC.
• Unlike PPC ads that run on a schedule, you’ll receive consistent, full-time exposure with lawyer SEO.
• You’ll also receive third-party exposure through legal directories, social channels, news sources and other types of media.

When you’re ready to take advantage of lawyer SEO for your law firm’s website, there are a few things that you’ll want to make sure that you do. These include:

• Hire a search engine marketing (SEM) company with proven results. If you find a company who’s offering you something that appears to be too good to be true, you’ll want to steer clear of them because it’s probably true – it’s probably too good to be true.
• Make sure you have goals and an established timeline in front of you before delving in. When you work with a SEM company they should be able to provide you with examples of work they’ve done for similar clients.
• Think of this as a long-term investment but expect to see at least some growth in your ranking reports. You should also be able to monitor organic traffic through Google Analytics. These things will tell you whether you’re on the right track.

ISEOU understands attorney SEO and PPC because they’ve been helping many lawyers, such as yourself, successfully rise to the top of the search engines. They can help you to. Give them a call so they can start putting together a great SEO and PPC campaign for you today.

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Introducing Google AdWords

Google’s online advertising platform, AdWords, help you get your business’ advertising online and in front of your customers on Google. With it your business can reach out to either a large audience or a very specific audience and share your message. You don’t have to make a minimum spending commitment. Instead, you’re in complete control of your own budget. It is important for you to take the time to make the effort required to set up a complete account. You’re rewarded for this by seeing better numbers across the board. However, there are a lot of small things you’ll need to do here that you won’t do with AdWords Express.

Introducing Google AdWords Express

AdWords Express is your other online marketing option with Google. Here you can quickly and easily get your account set up and your marketing campaigns running so your business is discovered on Google. Typically, smaller companies use this platform because they don’t have the resources or knowledge to properly run Google AdWords campaigns. Here Google essentially has control over your account so you only have to concern yourself with your budget. This is ideal for companies that can’t afford to hire a digital marketing agency and need to get their online marketing campaigns moving quickly. After all, it can take you years to actually understand and master AdWords, which can be quite costly. So, while this is an easier option it’s important to understand that you don’t have much control over your account and this can lead to less appealing results than you were actually hoping for.

Deciding Which of These is Right for Your Business

Most of the small businesses that are trying to successfully market themselves online today will benefit the most from using AdWords Express because of its simplicity. However, if you want to maximize your revenue and ROAS (Return on Advertising Spending) this isn’t your best option. Of course, these are things you can worry about later, allowing you to use this option for as long as you have to. You don’t want to stay on this platform permanently though. Doing so will limit the ways you can target your audience. As such, you’ll miss out on other ad formats that could greatly benefit your business.

Sometimes it’s challenging to know what’s right for your business even though you now have a better understanding of these two programs and what they can do for you. After all, this isn’t your niche which is why you should turn to ISEOU for some help. With over 20 years of experience in this niche, they can guide you down the right path to the marketing that will work best for you.

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PPC (pay per click) – a kind of contextual advertising, in which the advertiser pays only the transfer of the user to the site.

A fairly common scheme of settlements with advertisers, is used by large search programs of Yahoo, Google, Bing. The scheme is attractive, because by giving on-line advertising, the advertiser pays only positive traffic, and not just the number of impressions. By analyzing the impact of contextual advertising, you can try to increase the conversion by combining PPC and SEO.

Competent work on combining the principles of PPC and SEO can significantly increase the useful return on contextual advertising. What tasks can be solved more effectively using contextual advertising?

Checking Design Effectiveness

By posting on-line ads that send users to pages with different designs, after a while you can draw conclusions about which design is most attractive and gives an impulse to the client, prompting for further active action. Analysis of user behavior on pages with the same content, but differently designed, will identify blunders and make the design of the Landing page as correct as possible. By the same principle, you can test all the components of the site, not only the background and other design elements. Customizing product filters in the best way is also possible when combining the process with PPC. Customize the two filters in different ways (1 for the price, 2 for the popularity), and use paid traffic to track which is the most effective and gives the highest conversion. Identify the most popular visual content that is most attractive to the audience using the A/B test in AdWords. There is an opportunity to understand which picture attracts attention and creates a positive mood, which influences the further actions on the site.

Developing a new market and expanding the target audience Setting up paid traffic to a new audience (or undeveloped regions) in a short period of time will answer whether it is expedient to start expanding business in this direction. At the same time, the accuracy of the research will be quite high, since the specialist can place advertising clearly within the specified limits, and with social advertising the process is much simplified. Based on the results of the analysis of the results of the targeted campaigns, it is possible to obtain a portrait of the audience, an understanding of interests and needs. Having such information to optimize the content to meet the new needs will be much easier.

Protection of the brand

There is a problem of reducing the efficiency of one channel as a result of a more intensive use of the other – “cannibalization of traffic”. In fact, with constant work in this direction, brand advertising can increase traffic by 40%. The largest networks provide brand advertising to improve and strengthen their own positions. Creating a positive reputation, neutralizing the consequences of information wars or negative news associated with business, is also possible as a result of the symbiosis of SEO and PPC. Placement of contextual advertising for key queries allows you to put forward and highlight the opposite version of the negative event that damages the image.

Benefit from sharing keywords SEO and PPC

The combination of the indicators for AdWords and Search Console allows you to see how effective the key query is. Optimizing texts for keywords, increasing the number of negative keywords will avoid unnecessary costs when using online advertising. Excluding rare, too long requests, a specialist in contextual advertising, will be able to improve the effectiveness of ads. Analysis of the frequency of key queries and the frequency of their impressions will lead to conclusions about what exactly in the content of the page should be modernized.

With a significant expenditure on contextual advertising in certain areas of activity (construction, legal direction), you can achieve cost reduction by identifying the most working keywords and optimizing the site with this information.

Attraction of user content Creating a forum, discussion, page reviews will lead to the fact that the information resource will be constantly updated with the help of people visiting the site. Such pages should be indexed and moderated, and then activate contextual advertising. The more user activity on the page, the higher the return on search.

Bring a potential client from a link with a good resource, thereby increasing the conversion, possibly when interacting with friendly sites.

An interesting variant of cooperation is the placement of links in the article in exchange for interesting content. If the interests of projects do not overlap, symbiosis will take place with a high degree of probability.

Contextual advertising on mobile devices

People can not ignore people’s enthusiasm for gadgets. A growing number of potential customers use mobile devices to search for them. This is indicated by statistics – traffic from smartphones is constantly increasing. Do not pay attention to this fact, it means, to lose a part (possibly large) of the target audience.

In mobile search, contextual advertising delays a huge part of the results on demand, using the tandem SEO and PPC for mobile devices is relevant and necessary.

Seasonal goods for sale

Thanks to the contextual advertising of seasonal goods, you can significantly increase their sale. Prepare for the hot season of sales should start in advance. Optimize the texts for seasonal requests in a few months. By the time people start looking for what they need right now, you’ll be ready to offer them one of the first. And if you combine activity on a key request with a successful promotion, the effect can exceed all expectations.

Summary

When combining strategies SEO and PPC should take into account the features of the project. In any case, one of the main roles is played by competent analysis, on the basis of which it is possible to draw conclusions about further information development. The bottom line is that with the simultaneous use of different optimization techniques, you can find a golden mean that will help increase site traffic, conversion and avoid unnecessary costs associated with advertising, not reaching the destinations. It is important that the resource is visited by interested users, potential customers, and not by random people. Analyzing the data, you can understand who he is – your potential client, what you need to do to make it real. Placement of contextual advertising can be done independently, or attract a professional who understands the situation and will take the necessary actions to achieve the goal, making paid traffic really effective for the successful operation of the project.

Image credit: Photo-Mix

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This is really the greatest benefit of PPC. It can be turned on and off as you need it to based on your website needs, where your business is, and what is trending at any given moment. Results can be immediate so long as you bid enough for the PPC slots and fund your account as you need to. You will immediately start to get targeted hits and have detailed information on everything from clicks to conversions if you set it up properly with a program such as Google Adwords. Of course, the flip side of this is that once you run out of budget or if you turn off the PPC campaign, the traffic will instantly disappear. This is why it is usually best as part of a larger plan that includes SEO marketing as well.

A second advantage of PPC is that you only have to pay for people who actually click through to your website. Unlike the previous predominant model which relied on impressions, PPC does not cost anything if no one is clicking through. This makes it less important to have the flashiest ad, although you do still want to create compelling ads so that you still get people to click- it just won’t cost you your budget if you don’t. This leaves room for you to experiment with ad types, especially when you are first getting started. Things like A/B testing become much easier to implement under this sort of operating model. Less money gets wasted on audiences who are not interested in your content based on your ad, so your money truly goes to a very targeted audience assuming your ad is truthful in presenting users with what they can expect once they click through to your website.

PPC also is a great way to further target your key demographics by setting the exact people, places, and times in which the ads will show. If you are geared to a regional audience, this is particularly great as you don’t have to bother displaying or paying for clicks to people who are not your target customer. It is also great to cater to your various market segments with truly unique and compelling ads and content (landing pages can be a great way to easily customize this for various customer segments).

Finally, the power of PPC is greatest when you leverage it with a strong SEO plan. If you can manage to rank well in organic results and be in the sponsored ads on the same ranking pages, you will notice that your traffic will really spike as you build that ethos of truly being a dominant player in the space. People will click through not only because they see your website more, but because they will realize that you are a serious player in the space. SEO can also help capture markets which are not really appropriate for PPC- namely those based off of long-tail and rare keywords which do not make sense to center paid campaigns around. Over the long run, however, this traffic can certainly amount to something so it is worth employing some strategies to cast that wider net as well.

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SEO is usually seen as the long-term Stallworth, with the ability to bring high volumes of traffic on a consistent basis if you keep your site up-to-date and continue to produce strong content. There are many websites which owe a majority of their sales to conversions from organic search. And this makes sense because organic search is really the key service that Google and other search engines provide to their customers and they work tremendously hard to make sure that their algorithms offer the most relevant results to their users. If you get high traffic from competitive keywords naturally, that means that the search engines think you are doing something right and offering their users something that they want, and in most cases of lasting traffic gains through this source, that is true.

PPC, on the other hand, is more about the competition and how many resources you are willing to spend in the short-term to outrank them in ad slots. It is important to note that PPC ads often look different, but that they are often also in prominent positions regardless of who is ranking for the organic top slots. This is why it can be a complement rather than a competitor of typical SEO. The top three results on any given results page are typically ads, followed by the organic results. Due to this, they tend to get a lot of clicks just as the top three organic results do too, especially with the role that “ad blindness” often plays. You can see why it is important to do well in both to maximize your traffic potential.

A strong long-term strategy should involve investing the right capital on targeted ads to allow you to gain highly-specific traffic from Adwords ads combined with a solid content base, on-site SEO, and off-site presence which will allow you to rank well in the organic spots as well. Overall, the combination of both can be tremendously effective in helping you corner a large part of the traffic for any given keyword. To do well in both will certainly take time, but the return can often be easily worth the investment.

The key thing to remember is that there is some level of experimentation that is needed with both PPC and SEO. With PPC, this period of trying different things is typically and should be shorter. Once you find things that work, stick with them and maybe make only small changes- try A/B testing if possible to get a scientific view into what differences might help you optimize. When it comes to SEO, you need a varied approach and one in which it is important to try different things, especially off-site (although within the realm of staying white hat- black hat tactics are a surefire way to end up in Google’s bad graces sooner or later). On-site, you should focus on having great content along with improving the user experience and sticking to principles that Google and others say that make websites favorable for search and mobile. This experimentation period will naturally be longer, but ultimately you should find the right equilibrium here as well.

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For those looking for short-term and reliable results, PPC is definitely the quicker method of the two and one that can be a lot more stable and consistent over time especially if carried out the right way and with a big enough budget upholding it. While this is true, SEO is of course cheaper in the long run and thus can raise long-term return on investment higher. For this reason, even those who opt for the PPC method should consider using it as a shorter term bridge while the longer term SEO strategy is in place. Of course there are exceptions to this, such as marketing campaigns which have very short timelines in very competitive markets where SEO will likely take too long and may not be worth it.

For most sites though, this short timeline is not the case. SEO can really pay off in these websites to drive long-term traffic and also to support the reputation of the website as well. For one, people trust organic results much more and with each passing day are becoming more aware of ads and possibly not even clicking them. We can see this in the data when we compare clickthru rates for natural results vs. ads. People are almost twice as likely to click the organic results! There is almost no doubt that over the long run SEO will lead to greater traffic at a fraction of the cost, but there are real  barriers before you get to that spot as well depending on the competitiveness of your niche.

The great thing about the Internet and search giants like Google is that there is so much search volume (and it is still growing each and every day!) that there are literally millions of potential keyphrases for any given website which are relevant and people may be using to try to find information that is on those webpages. This means that no strategy- PPC or SEO can possibly cover and do well for every single potential and relevant keyword out there. This is why even in the late stages of a website when SEO traffic is high, a case may still be made for PPC advertising to supplement the traffic gained organically. At that level it really comes down to the goals of the website as well as the costs and benefits of spending that extra money at that margin versus spending it elsewhere on a website or company. The possibilities are endless but when it comes to the SEO vs. PPC debate, there clearly isn’t a clear victor.

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