Know where to begin.
The debate between Search Engine Optimization (SEO) and Pay Per Click (PPC) isn’t much of debate. They both have their place, but when it comes to driving organic traffic to a website, SEO is the clear choice over PPC.
The quantifiable metrics are outstanding. According to SEOmoz,
●Organic results generate 8.5 clicks for every one click on paid search results.
●Paid search clicks convert at 1.5x the rate of the organic clicks on average. However, the amount spent on SEO is 1/8th the amount spent on PPC.
●Paid search agencies usually earn 10% of their client’s PPC expenditure. SEO companies receive 1/45th of what paid search agencies make.
A Brief Overview of SEO
You’ve made a killer website that efficiently streamlines your traffic into leads and your leads into sales. SEO is a critical component of the marketing mix that utilizes your site and helps it be your top salesperson 24 hours a day, seven days a week. Simply put, SEO is the process of affecting the visibility of an individual page in a search engine. The higher your website is in the search rankings, the greater the likelihood an (interested) user will click on it. If that user finds your content appealing to his or her needs, the greater the risk they convert to a sale/subscription/donation.
SEO’s benefits are in it’s long term brand building. SEO builds trust and credibility, especially if your company ranks highly for a variety of categories the user might be searching.
A Brief Overview of PPC
You pay Google or a PPC agency that will pay Google, to list ads for your site at the top right of organic search listings. If someone clicks on your advertisement, you pay whatever the current Cost Per Click (CPC) out of your PPC budget. Once you run out of money, Google stops running your ads until you add more. Essentially, a PPC campaign will put you at the top of the first page for a variety of targeted terms within a day. Those conditions can cost you a couple of pennies to a few dollars per click. Google Adwords conversion rates vary between industries, but on average they get conversion rates of 2.7% on Search, and .89% on Display.
PPC’s benefits are in its speed and scalability. An effective PPC campaign will bring a flood of new visitors to your site in a short period. Rushing into PPC without a clear defined strategy (like most campaigns) could be disastrous and dry your budget with no immediate benefit.
Organic
Either strategy, if done correctly, could get you in front of your targeted audience. SEO, however, is non-intrusive. In a perfect world for marketers, consumers do not place a bias on advertised content. Customers would say, “Thank you ad, for showing me what I want exactly when I need it! I’ve been waiting for someone to tell me how to spend my money for weeks!”
Obviously, this is far from the truth. People see most forms of paid advertising as an intrusion into their Googling experience. They want to see the most relevant information and will approach a promoted page with some skepticism. seo experts help maintain the illusion of wholly organic content. Executing an excellent SEO campaign and ranking high on the search page will get you organic traffic. Organic traffic turns into organic leads, which have a 14.6% close rate.
Ponder this: Can you think of the last time you clicked on an ad?
SEO for Long-Term
Maintaining a PPC campaign for an extended period can be exhausting mentally and financially. PPC is a great way to get your name out there or advertise a promotion for the short-term, but it is hardly a viable model for the long term.
SEO, when done correctly, can get you a long-term stream of traffic without breaking your bank. You won’t jump the rankings overnight, but in due time your site will consistently climb the ranks and get an influx of organic traffic.
That’s the beauty of SEO. It will last longer, ultimately cost you less, and help you create a long-term brand that draws you consistent traffic.
SEO for Smart A/B Testing
The #1 spot on Google gets 36.4% of all clicks, #2 gets 12.5%, #3 gets 9.5%, followed by a sharp decline. Holding onto on of these spots could mean thousands, and potentially millions of clicks. From there, your site could be manipulated, and practical A/B tests could be done to increase conversion rates. Attempting to do the same sort of experiment with PPC would be extremely costly.
There is a Place for PPC
PPC has its role in the grand scheme of advertising, but it should not be your primary means of generating traffic. There are certainly situations to use PPC. It can help you with your initial launch to get your name in front of people and generate traffic to your site. If you have a special event or limited time offer, PPC can help generate that short term traffic. However, if you want to get consistent traffic and build a strong brand that is not rooted in short-term promotions, a primary focus on SEO is your way to go.
SEO is an investment into your business; PPC is a cost. Putting your website where most eyes (and clicks go) will pay off big time. Hire a Los Angeles SEO Expert. Hire SEO Firepower.
The quantifiable metrics are outstanding. According to SEOmoz,
●Organic results generate 8.5 clicks for every one click on paid search results.
●Paid search clicks convert at 1.5x the rate of the organic clicks on average. However, the amount spent on SEO is 1/8th the amount spent on PPC.
●Paid search agencies usually earn 10% of their client’s PPC expenditure. SEO companies receive 1/45th of what paid search agencies make.
A Brief Overview of SEO
You’ve made a killer website that efficiently streamlines your traffic into leads and your leads into sales. SEO is a critical component of the marketing mix that utilizes your site and helps it be your top salesperson 24 hours a day, seven days a week. Simply put, SEO is the process of affecting the visibility of an individual page in a search engine. The higher your website is in the search rankings, the greater the likelihood an (interested) user will click on it. If that user finds your content appealing to his or her needs, the greater the risk they convert to a sale/subscription/donation.
SEO’s benefits are in it’s long term brand building. SEO builds trust and credibility, especially if your company ranks highly for a variety of categories the user might be searching.
A Brief Overview of PPC
You pay Google or a PPC agency that will pay Google, to list ads for your site at the top right of organic search listings. If someone clicks on your advertisement, you pay whatever the current Cost Per Click (CPC) out of your PPC budget. Once you run out of money, Google stops running your ads until you add more. Essentially, a PPC campaign will put you at the top of the first page for a variety of targeted terms within a day. Those conditions can cost you a couple of pennies to a few dollars per click. Google Adwords conversion rates vary between industries, but on average they get conversion rates of 2.7% on Search, and .89% on Display.
PPC’s benefits are in its speed and scalability. An effective PPC campaign will bring a flood of new visitors to your site in a short period. Rushing into PPC without a clear defined strategy (like most campaigns) could be disastrous and dry your budget with no immediate benefit.
Organic
Either strategy, if done correctly, could get you in front of your targeted audience. SEO, however, is non-intrusive. In a perfect world for marketers, consumers do not place a bias on advertised content. Customers would say, “Thank you ad, for showing me what I want exactly when I need it! I’ve been waiting for someone to tell me how to spend my money for weeks!”
Obviously, this is far from the truth. People see most forms of paid advertising as an intrusion into their Googling experience. They want to see the most relevant information and will approach a promoted page with some skepticism. seo experts help maintain the illusion of wholly organic content. Executing an excellent SEO campaign and ranking high on the search page will get you organic traffic. Organic traffic turns into organic leads, which have a 14.6% close rate.
Ponder this: Can you think of the last time you clicked on an ad?
SEO for Long-Term
Maintaining a PPC campaign for an extended period can be exhausting mentally and financially. PPC is a great way to get your name out there or advertise a promotion for the short-term, but it is hardly a viable model for the long term.
SEO, when done correctly, can get you a long-term stream of traffic without breaking your bank. You won’t jump the rankings overnight, but in due time your site will consistently climb the ranks and get an influx of organic traffic.
That’s the beauty of SEO. It will last longer, ultimately cost you less, and help you create a long-term brand that draws you consistent traffic.
SEO for Smart A/B Testing
The #1 spot on Google gets 36.4% of all clicks, #2 gets 12.5%, #3 gets 9.5%, followed by a sharp decline. Holding onto on of these spots could mean thousands, and potentially millions of clicks. From there, your site could be manipulated, and practical A/B tests could be done to increase conversion rates. Attempting to do the same sort of experiment with PPC would be extremely costly.
There is a Place for PPC
PPC has its role in the grand scheme of advertising, but it should not be your primary means of generating traffic. There are certainly situations to use PPC. It can help you with your initial launch to get your name in front of people and generate traffic to your site. If you have a special event or limited time offer, PPC can help generate that short term traffic. However, if you want to get consistent traffic and build a strong brand that is not rooted in short-term promotions, a primary focus on SEO is your way to go.
SEO is an investment into your business; PPC is a cost. Putting your website where most eyes (and clicks go) will pay off big time. Hire a Los Angeles SEO Expert. Hire SEO Firepower.