Be an SEO owner, not a PPC sharecropper
The difference between SEO and PPC is really a matter of how much you want to pay rent to Google for your own marketing. You can pay Google’s pay-per-click rates and on nothing when the campaign is done; or you can invest in smart Search Engine Optimization and own the fruit of your labor.
Simon Shandler made this case in spades, recently. This strategy makes even more sense for SEO PR for companies other than IBM, Apple, and Microsoft. If you aren’t a merger and acquisition player and not in the market to get bought by Google, then you really need to reconsider whether your PR budget should be spent entirely on “big-time media love.” Instead, invest a quarter or a third of that budget in an ongoing campaign of press release optimization to take advantage of long-tail exposure and results over time.
“Bottomline, if you have invested a lot into your website, and you’re in the game for the long-run, then SEO is where your advertising dollars are best spent.”
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