Radio, a broadcast media, offers different benefits than SEO marketing.
Search engine optimization (SEO) and radio advertising are both useful and viable advertising methods, but they serve very different purposes. SEO is a major factor in 21st century Internet marketing, while radio advertising is a traditional broadcast medium. Organizations that use a mix of media and that have a Web presence may use both, but online businesses tend to use SEO more routinely than brick-and-mortar operations do.
SEO Basics
Search engine optimization is arguably the most prominent Internet marketing topic of the early 21st century. SEO utilizes the understanding of how search engines like Google and Yahoo build search results and uses that knowledge to design a site intended to rank well in those results. This is the general consensus of definitions received from SEO experts by Jeremy Schoemaker in his Shoe Money article, "What is the Definition of SEO?" Many online businesses and websites rely on SEO as a major component of their online marketing plans. An unknown number of measurements are used in search engine algorithms, and site operators must consider the most important, or likely, ones in site development.
SEO Approaches
One approach to SEO is to hire an SEO firm or specialist to assist in developing copy, using analytical tools and employing other methods to improve search performance. Costs vary depending on the provider and their level of service. The other approach is to implement SEO yourself. Aside from the time invested by site owners and developers to research SEO and to build an SEO-friendly site, the benefits are organic. This means that if you are successful, you do not pay to get high placement in search results. Many site owners do not have adequate SEO expertise, though, and are not able to achieve satisfactory results alone.
Radio Advertising Basics
Radio and television advertising constitute the two broadcast media that are common to traditional marketing campaigns. Radio advertising is a main medium used by local businesses, as many local markets are served by local radio stations. Radio advertising messages are typically delivered in 15-, 30- and 60-second spots. Formats include music, announcements by a celebrity or radio announcer and dialogue by characters in a narrative about the brand.
Radio Advertising Benefits
The benefits of radio include a relatively high reach, good target market selection and a relatively low cost compared to the much more expensive television medium. High reach means that radio advertisements reach a fairly sizable audience. Messages are typically delivered in a rotation over a period of time. Target markets are selected through various formats that appeal to certain types of listeners. The cost of radio advertising is affordable compared to other types of media. Strategic Media points out that radio messages, combined with direct response copy, are often effective at driving strong and immediate customer responses.
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