Search engine optimization (SEO) and pay per click marketing differ in many ways. The distinction is primarily in the way that they both measure return on investment and track conversion. PPC is precise and with the ability to target specific landing pages that are best suited for the consumer, PPC is able to increase the amount of actionable items through enticing visitors to take action (with less clutter or editorial chatter).
Search engine optimization can also create this effect, however it is not as clear, cut and dried as PPC. There are short-term and long-term advantages for SEO, but with PPC the advantage is quantifiable (at least for the short-term). You know if you spend $200 to generate $1000 of business (in a traceable time frame) that you can continue to reinvest profits to create more conversion. However, the moment you stop paying, this machine comes to a screeching halt. SEO on the other hand, has the ability to produce short-term and long-term traffic and that traffic is a tangible asset you can determine as a valuable investment.
Unlike other mediums for advertising, like billboard advertising for example, you own the property (your website) with SEO. If you advertise on billboards (much like PPC) you are just renting the space, vs. SEO which means you own the effects that SEO produce (tangible traffic to your site).
Matching user expectation with actionable landing pages is the crux of search engine optimization. By providing the fundamental reasons why someone would visit a page to begin with in a clear, concise conversion tactic, not only are you increasing the likelihood of them taking action, but you are hedging your odds of losing a sale.
Each person has expectations (if they rightfully acknowledge them or not) and when they take the time to enter a keyword or key phrase into a search engine, they are committing to a particular type of result that is acceptable for their relevance threshold to engage.
This threshold could be a word a combination of words, a call to action or any other piece of relevant information parsed from that page. Since most search results are integrated using universal search, titles, descriptions, images, videos or anything embedded in that page can be used in tandem to produce an enticing snippet for searchers.
The difficult part for the optimizer is to get enough internal and external relevance to the landing page in question to satisfy (a) search engines and (b) end users. There is a method to get around this inconsistency of sending the wrong traffic to the wrong page using SEO, but for now, we will have to keep this one under our hat (for the benefit of our clients).
It is safe to say that deep link ratios have a great impact on wrestling relevance away from lop sided link flow within a website. However, there are multiple considerations which need to be integrated into an organic optimization campaign to ensure that the searcher (much like PPC) get to THE MOST RELEVANT page, using related keywords and phrases predetermined by the owner of the website.
As time progresses, the lines of internet marketing will be blurred beyond distinction (SEO, PPC, SMM) and all that will matter is did I find the right page to satisfy my need. Until then, emphasizing the proper execution of landing pages and which types of traffic are best suited for consumption will be a hot topic until something else rivals the collective awareness of consumers.
Until that time, SEO Design Solutions will remain focused on producing organic search engine optimization strategies to rival even the most aggressive PPC campaigns; all by building value one page at a time.