Generic or organic search engine optimization produces more relevant results and also converts better

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(Continued) The RFS Newsletter, Feb. 17, 2007. Page 14

To summarize, my 10-year experience in the field of SEO has taught me that generic optimization (ie, SEO) produces more relevant results, and also they tend to convert a lot better too. For that reason, if you can afford to wait a year (or sometimes more), go with SEO.

If, on the other hand, you need fast results and cost is no object, then you should consider a pay-per-click campaign. Note however that, with all else being equal, SEO costs a lot less than PPC over a two to three-year time frame.

Hope that helps.

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