Engine Optimization versus Online Advertising
Search engine optimization (SEO) is an online marketing strategy that necessitates the improvement of the visibility of a website through unpaid search results. On the other hand, online advertising involves creating brand awareness by leveraging various social media platforms. These two types compare in such a way that search engine optimization is just a segment of online marketing. Online marketing is broad, while SEO is narrow concerning its scope.
There are various benefits that an organization can benefit as a result of using either SEO or online marketing. SEO benefits the organization by enabling a firm to gain customers’ trust. Top ranking on search results pages has been identified to make consumers believe this is the best choice. For instance, up to 40% of users click on the first results if they require quick answers (Abualigah, 2021). The other advantage of using SEO is that it necessitates increased targeted traffic. Businesses should strive and ensure that their brand is among the top three on the search list of customers. This often entices the target customers to the company, who make purchase decisions. On the other hand, online marketing is advantageous because it necessitates filtering the target group based on location, interests, and age (Abualigah, 2021). The other advantage is that online marketing has improved customer interaction as customers can easily click on the ad, order the product directly from the organization, and seek additional information.
On the flip side, these advertising strategies also have disadvantages. SEO is disadvantageous because results take time to process. SEO does not produce results overnight, but it is an ongoing process that requires time and effort to realize significant outcomes (Taher, 2021). Another disadvantage is that algorithms are constantly changing. Google regularly updates algorithms required for generating results. While these updates improve user experience, small changes may move an organization’s website from the first to the third position (Taher, 2021). For online marketing, one of its cons is that there is limited space for ads. This compels the organization to ensure its advertising message is short enough to fit into the available space. The other disadvantage of online marketing is that only some people are on the internet, and some may not be interested in sharing their data for other purposes.
A typical example of a company that embraced SEO and online marketing is Google. This was evident in 2016 when the company launched its accelerated mobile pages. This has benefited organizations as they have gained customers’ trust by improving their position on Google. On the other hand, the changing algorithms have exposed these companies to changes in ranking concerning using accelerated mobile pages. Organizations need to be more extensive in the number of words they can use to advertise their brand, making them brief, an aspect that significantly hinders communication.
References
Abualigah, L. (2021). Group search optimizer: a nature-inspired meta-heuristic optimization algorithm with its results, variants, and applications. Neural Computing and Applications, 33(7), 2949-2972.
Taher, G. (2021). E-commerce: advantages and limitations. International Journal of Academic Research in Accounting Finance and Management Sciences, 11(1), 153–165.
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Question 
Engine Optimization versus Online Advertising
Compare search engine optimization and online advertising discussing the two advantages and two disadvantages of each. Provide a specific example that illustrates the advantages and disadvantages for each and support your position by referencing the topic Resources.