Business owners have two choices in search engine marketing, paid search marketing (PPC) and organic search optimization (SEO). Using one or both will determine how consumers find your site, because where your business is listed on a search engine results page is important as well. According to a recent study by Chitika, sites listed on the first page of Google results generated 92% of all traffic while the second page only generated 4.8% of all traffic from an average search. Both methods have specific benefits and drawbacks. Learning about both paid and organic will help you get the best return for your search marketing dollars.
The websites that appear at the top of the search results get that placement for a number of reasons, and chance isn’t one of them. Do you know where your business appears in the search results? We’re not talking about customers who know your business name, but potential customers using keyword and long-tail phrases.
Search results are critically important to your business since 96% of searches are on Google, Yahoo and Bing, with Google handling two thirds of web searches. Studies show that people tend to interact with businesses whose ads appear near the top of the page, whether they are paid or organic. If your website doesn’t come up until the 3rd or 4th page, you’re not going to be seen by very many people, and you won’t be getting many clicks, if any.
In order to land a top spot in the Search Engine Results Pages (SERP), you may need both paid and organic SEO. These are the two strategies that influence your placement, but they are executed differently.
Paid Search Advertising
Paid search mmarketing, otherwise known as pay-per-click (PPC) marketing, are paid ads. A business pays to have their ads displayed when users do a search containing specific keywords. These are the search results that you see above and to the right of organic search results. The way these ads are displayed are based upon the bids process and quality score. With paid search, you have more control over the ranking of your ad than organic search. Unfortunately, for popular keywords, PPC pricing can be very high.
Paid Search Pros and Cons
The obvious advantage to paid search is that your website gets instant visibility. This can be especially helpful if you have a new website that has yet to build up SEO. It takes time to have good search engine optimization, but if you’re looking for immediate results, for seasonal or other specials, you can pay your way to the top. Additionally, paid ads have the option to target a particular audience, such as those in a certain region, or by language, or type of device used to access the search, even the time of day.
The disadvantage to paid search is the cost, although you can set your budget in advance and only pay for ads that are clicked on. Still, as soon as you stop paying for the ad, you lose your spot. And sometimes customers don’t trust ads as much as organic listings, so they may pass you up anyway. Studies show when they see both, about 85% only click on the natural listings and 15% click on ads.
A big disadvantage is revealed in a recent study (late 2014) by PageFair showing 28% of the US population using AdBlock Plus add-on to their browser, with 41% of Millennials using AdBlock Plus. Yikes…that’s over 4 of 10 adult buyers not seeing your PPC ads, and only seeing the pure organic listings.
After a long cold winter, summer as at long last arrived. Here’s how 6 of 10 Millennials sees a search for Gas Grills.
See the 3 PPC ads on top and other paid ads to the right?
Here’s how the search looks to the 41% that use AdBlock
Only Organic. If the late 2014 figures hold true, in 2016 half the searches will block the paid ads.
The good news is since Adwords is Pay per CLICK, it’s not costing you when your ad is blocked. The bad news is don’t think for one minute that you have 100% reach, because only the organic listings have 100% of the search market. AdBlock Plus is downloaded about 100,000 times a day.
Organic Listing SEO Pros and Cons
Organic search SEO offers long-term value. Users place more trust in organic ads and are more likely to click on them. Once you are able to get high rankings in the SERP, you’re more likely to keep your spot and see better click-through rates, trust and credibility. In terms of targeting, this is achieved through updating your blog/news/updates page frequently, with extensive professional SEO on every post so those land in keyword and long tail SERP as well.
The biggest drawback to organic search is that it takes time and resources. You will need to continually develop new content and use the very best SEO practices on every piece of content generated, but in time, that can work wonders in organic search results.
Which is Better?
Much like the tortoise and the hare, we have SEO and PPC. SEO is slow at the gate, but wins at the end. PPC races out like the hare, but you may need to take a break (nap) due to cost, but it does give a substantial kick.
When you combine both paid and organic search, you have a winning strategy. For organic, you can work with TABB on creating relevant, engaging content that follows your customers through the buying funnel while we provide Google Best Practice SEO that offers long-term value. This will help your website retain its placement, and expand your web presence in various keyword and long tail searches.
If you are in a hurry to make a big impact, you can get your business to the top with paid search PPC and have the ability to target specific markets through AdWords, and as a Goggle Partner we can help there as well. Paid search is great for immediate results as well as boosting leads and sales for particular events and seasons.
But remember, only organic has 100% reach.
Questions on PPC or SEO? Call us toll free @ 844-TRY-TABB