It's interesting how potential clients have preconceived notions
about which aspects of search engine marketing have the most value.
In fact, they tend to fall into two camps that are 180° apart. The
first camp believes completely in the value of pay-per-click
marketing (PPC). It's easy to understand why. PPC provides
immediate and measurable benefits. The ROI of PPC marketing is
obvious. This group doesn't understand why it's necessary "to
bother" doing SEO. The second camp believes the only way to go is
SEO. Clicks are free and the branding benefits of high rankings
have been well documented.
Laptop Battery The right answer is that they are both valuable. Each has its
benefits and when you can afford to, you should implement both.
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Thinkpad Pay-per-Click
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Microsoft PPC makes sense if you want immediate benefits and like the idea
of paying for performance. SEO provides branding benefits and
longer-term will provide an ROI that is compelling. But unlike PPC,
SEO revenue results aren't as directly measurable and
manageable.
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Laptop Computers Pay per click (PPC) gives you the ability to have complete
control over your search traffic. With PPC programs you select the
keywords and write the listings. You control where you're listed
and what the listing says. You decide what your budget is and can
adjust your spend rate based on results or events (e.g.
announcements, promotions).
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Laptop Computer By tracking results from a PPC campaign, you can build up a
knowledge base with respect to your
business, including which
messages perform the best, which search terms have the best
conversion rates, and what destination URL is best for specific
users to land on. Over time, this knowledge can help you to
improve and define your business.
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Desktop Computer One of the greatest attractions of PPC is the ability to easily
track clicks and costs allowing you to understand your ROI from a
specific marketing initiative. This gives you confidence to spend
money and drive volume. You may have thought that
spending $5,000 a month on a PPC
campaign is way outside your budget, but once you measure the
ROI, you may realize that it's well worth the investment.
Notebooks Search Engine Optimization
Lenovo So, if PPC is so great why bother with SEO? Basically, because
you will be missing out on a large number of potential clicks. How
large? A number of recent studies have demonstrated that there are
still a lot of users that do not click on the "paid" listings but
rather will search through the regular editorial search results.
The accompanying chart shows that 60% of the search users prefer
(some exclusively) organic over paid listings. The
only way to get optimized (high) rankings in these regular
editorial results is through an effective SEO program. In most
cases, once you have good positioning in the regular search
results, you will continue to receive "free" traffic. Again, based
on data from a number of marketers the increase in traffic due to
SEO averaged 73%. Consider search engine optimization the same as
you would word of mouth advertising or public relations.
It's exposure that comes with a very high degree of credibility and
trust. Traffic coming from traditional search listings tends to
have high conversion rates.
Hard Drive There's another advantage to traditional search listings. They
are considered unbiased and non-commercial. Traditional search
performs very well at certain points in the buying process. When
consumers are gathering information about a purchase, they show a
marked preference for traditional search listings. When they are
ready to buy online, they seem to have less bias against paid
placement listings and their likelihood to click on one of these
listings increases.
Travelstar The Dollars and Cents of SEO
Gateway Perhaps the most compelling reason not to exclude SEO from your
online marketing strategy comes down to
dollars and cents. In an attempt to quantify the business case for
SEO I have gone back and done some analysis on three recent SEO
engagements and the results they achieved. I chose ecommerce
clients that we had optimized and
reviewed their average sales
before and after SEO was implemented. In two of the situations
the only change made was the optimization of the site. In
another the optimization occurred at the same time we
implemented a PPC campaign. In the first two cases the store
sales rose 64% and 75% after the SEO was implemented. In the
third case the store revenue actually went up a staggering 169%,
but if you back out the sales that were a result of the PPC
campaign, the store revenue that could be attributed to SEO
improved by 49%. In other words, the average improvement in
store revenue that was apparently due to SEO was 62%.
Laptop Parts Can we be sure that all of this was a result of SEO? No. There
could have been product, seasonal and other effects that
contributed. But I think it's safe to say that there was a
significant increase that resulted directly from the SEO. The
bottom line: search optimization has a real and measurable impact
on traffic, conversions and revenue (or lead generation)
improvement. Given that these clicks begin to approach "free" after
amortizing the cost of SEO over time, the ROI for SEO is
compelling. Added to the branding benefits no marketer or business
owner should doubt the value of search engine optimization.
Software
About the Author
Hard Drives Scott Smigler has been an evangelist for a serious, ROI-based
focus on the online channel since he founded Exclusive Concepts
(www.exclusiveconcepts.com) in 1997. Exclusive Concepts provides
integrated online marketing strategies, Internet brand consulting,
search engine marketing campaigns and results-oriented web sites
for hundreds of clients that range in size from small ecommerce
firms to public companies.
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