Nowadays it is quite clear how worth is SEO for any business around the world, as optimising your content and website becomes essential to fight against the huge competitiveness that evolves around our daily basis life, specially within Marketing and Advertising fields.
The question is, how worth is spending part of your budget in deep SEO techniques that implicates more time and effort, like creating quality and relevant content for your brand, in order to improve your rankings on Search Engines.
The other side of the coin is the well known PPC, which will give you the visibility needed without doubt, but maybe by a too expensive cost, depending of your conversion and purchases, so, the logic way, regarding to a budget, would be mixing some paid and organic search marketing to get the proper approach.
SEO: Improve your organic traffic
What are the pros and cons of organic traffic from search engines? Let’s begin with the pros:
Awareness. Visibility in search engines for your targeted keywords puts your business in front of potential customers in much the same way as if you were to advertise, and it drives brand awareness.
Branding. Visibility around commercial search terms and informational queries related to your business area can have a positive branding benefit. Your brand can become associated with and trusted by searchers who are asking questions as they conduct the research that will lead to a purchase. You can become an authoritative voice around a given topic.
Credibility and trust. Having your site return in the organic results can influence your perceived credibility with an audience looking for your services. Many users skip ads and trust organic results more highly. Being visible gives your business that all-important stamp of approval. Also having strong review and reputation signals in place will deliver further benefit.
Website traffic. Increasing website traffic provides you with more opportunities to drive awareness of your business and educate a prospect as to why they would buy from you.
Cost per click. Traffic from organic search is free… sort of. Developing that visibility will take time and effort (money), but there is not a direct charge for each impression or click.
Return on investment (ROI). Organic search engine traffic can provide an improved ROI over traditional forms of paid media and certainly improve upon PPC.
Cost. While SEO is neither cheap nor easy, it will generally be more cost-effective than all other marketing tactics for delivering brand awareness and relevant traffic to your website.
Improved click-through rate (CTR). A higher percentage of users click on the organic results. While there are exceptions to this rule, you will generate more clicks from a highly placed organic listing than from a highly placed paid ad.
PPC: Laser-targeted visibility
Position on the page. Paid search dominates above-the-fold content. With typically four ads on desktop and three on mobile, a user will always see the paid search ads, even if they choose to scroll past them.
Improved ads. PPC ads are just that: advertisements. As such, you have far more granular control and more space for delivering your marketing messages. Calls, locations, sitelinks, pricing and bullet points (callouts) are just some of the options for creating ads that dominate the page.
Visual product ads. Where you sell a product, Google provides the option of visual shopping ads (Product Listing Ads, or PLAs) that can help a user see what they will be clicking on. This kind of ad can really improve the click-through rate by offering a feature not available in organic search.
Brand visibility. Running paid search advertisements gets you seen by the right people. Even if they back off and conduct a brand search before clicking to your site, that visibility will pay dividends to your marketing.
Budget. PPC allows for a tight control of budget. Determine how much you are willing to spend per day (ideally with some initial and ideal ideas of returns), and set that fixed limit.
Targeting. PPC provides a laser-targeted way to get in front of potential customers. Ads can be targeted by search keywords, time of day, day of the week, geography, language, device and audiences based on previous visits. Organic traffic, by comparison, is far more scattershot.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.