Promotion or advertising?

So, the site is designed, the navigation on it convenient, filling quite informative. But visitors to the site no. And no calls from clients who have come to the site. What to do?

Consider the ways in which visitors enter your site:

Enter site name into your browser (users know the name of the site - small traffic in case of small and medium-sized projects);
transition from a search engine (site should be located within sight of the search engines for key requests).
to follow a link from another site (site should exchange links with other thematic sites).

In a network over a billion websites, remember all the addresses it is simply impossible.

To achieve the necessary visibility of a site on the key demands - is the main task of site promotion in search engines. This ensures that the site would be interested visitors to come and, of course, will increase sales.

How can we ensure that the site got into a zone of visibility, ie the first-third page of search results to fit key requests?

There are two basic ways to solve this problem: advertising and search engine optimization.

Each way has its own characteristics, advantages and disadvantages, a comparative analysis are given below:

Contextual advertising	Search promotion
Instant results	The long process from 1 to 3 months
Wariness of visitors to paid advertising	The confidence of visitors to SERPs
Show only interested users	Shown to everyone without exception
The result is limited in time (the termination of hits, the influx of visitors stops)	Negative result (end-progress, the site is gradually disappearing from the given position).
Payment for the visitor	Payment for access to certain positions
Directed to specific search engines	Progress in one search engine will have an impact on other
You can work with a small budget	Even work on low-frequency queries require certain investments
At any time, you can stop or change the advertising campaign.	Promotion is based on selected keywords.
You decide the time of your ad, and attitude. Is it spetsrazmeschenie or guaranteed impressions - you decide.	The issuance of a search engine changes during the so-called update the search index (automatic update database), search engines frequently update their ranking algorithms.

So what to choose? Progress in the search engines and contextual advertising?

Currently, the most effective way of promotion, according to the results of studies found the combination of contextual advertising and promotion in search engines.