Home – Blog – SEO/SEM: SEO vs. PPC – Which Offers the Best Value?
June 8, 2013
Organizations of all sizes know the importance of online marketing, especially through search engines. Maglie Minnesota Timberwolves Nowadays, people are more likely to end up on your website via a search engine than going directly to it. In fact, according to Jupiter Research, a Forrester Research company, 81% of users find their desired destination through a search engine.
This research makes it clear that it’s very important for your brand to have a strong presence in the search engines, ensuring that you’re in front of your target audience. asics femme pas cher However, there’s still a big decision to make – whether to use SEO (Search Engine Optimization, or naturally ranking high in the organic results) or PPC (Pay-Per-Click ads, the Sponsored Links and purchased ads on a Google search) to get in front of your target?
Done correctly, both can get you on the front page of the search engines for targeted terms and in front of your desired audience. Nike Air Max 2016 Homme However, each has its respective benefits and costs. SEOmoz, a great SEO resource, recently published an article by the team at Enquisite quantifying the effectiveness of SEO vs. PPC.
The article details that organic results are 8.5x more likely to be clicked on than paid search results! That’s a large disparity and is likely attributed to searchers gradually learning the difference between organic and sponsored results, and recognizing that organic results are typically the more respected resource. Also, researchers have used heat maps to show that searchers’ eyes focus on the top organic results, with people barely noticing the ads to the right.
However, PPC holds a slight edge in conversion rates, as paid search results are 1.5x more likely to convert click thrus from the search engine. Nike Air Max 2017 Heren zwart The SEOmoz article attributes, to the fact that the paid search result’s “text and landing page is custom optimized by the advertiser.”
So, looking at both of these numbers, it can be concluded that “the opportunity from organic search is 5.66x that of paid search.”
So, given the flat out choice of ranking high organically or having great PPC ads – the overwhelmingly logical choice is organic. However, we all know it’s not that easy or else those “Rank #1 in Google TOMORROW” robo calls would be much more effective. True SEO takes time, not get rich quick schemes.
PPC’s true strengths are its speed and expansiveness. fjallraven kanken backpacks sale uk With a PPC campaign, you can be on the first page for a multitude of targeted terms within a day. air max pas cher However, the terms can cost anywhere from pennies to many dollars per click; also, for a PPC campaign to be done correctly, it’s usually best to hire a firm that can manage it full time. This can mean that PPC campaigns can get very expensive, very quickly – especially when done correctly.
SEMPO, the Search Engine Marketing Professionals Organization, estimates that 87% of search engine dollars are spent on PPC vs. 11% spent on SEO efforts. Mochilas Kanken Infantil That’s more than $10 billion spent on PPC vs. just $1 billion spent on SEO. That means the strategy that’s over 5x more effective, SEO, is only receiving 1/8 the media spend in the market! It’s hard to justify the expense of a PPC campaign, knowing that SEO is more successful and the overall better longterm value.
Don’t get me wrong, there are certainly times to use PPC – when you’re first launching your company, it’s a great way to get your name out there and build brand awareness. For a limited time offer or special event, PPC is an effective way to get exposure that SEO wouldn’t have time to contribute to.
Also, PPC is more effective for products than it is for service companies; for example, we focus SEO efforts on terms such as Raleigh web design and Content Management Software; however, we do not engage in PPC advertising for these terms, because they’re usually a waste of money for a services firm like ours. air max 2017 wit Yet we have an electronic payments client that runs a PPC campaign focused around its specific product offerings, and this strategy makes sense for their market.
However, when it comes to the long term lifeline of your internet marketing, the result is clear – SEO offers the better value in search marketing. You won’t rank #1 overnight, but SEO is more affordable and the longterm benefits have been proven. All of these facts demonstrate that your company should spend more of its time and resources focusing on SEO vs.
About Carla Reis
Carla Reis is the founder of QVivid Search Marketing (formerly Quest Quality Solutions Inc.), a company specializing in online marketing, search optimization, web design and branding identity. Over the past thirteen years, the company has grown with emerging technologies to help clients across Europe, North and South America stay ahead of trends and maintain a compelling web presence to stand apart from competitors in the online environment. Her expertise in achieving this by subscribing to ethical practises is demonstrated by the number of loyal Qvivid clients have worked with her for more than nine years, practically a lifetime in this sector. As an educator and web marketing specialist, Carla set out to create her own company after a number of years with Enquiro – one of the biggest search engine marketing companies in North America - as their training manager. This provided the ideal foundation for the work QVivid specializes in – creating leading-edge websites and providing search engine marketing, graphics and print design. In addition, she draws upon more than three decades of work experience as a teacher, trainer, web designer, and business development professional. Whether leading her expanding team on marketing projects, or educating clients on new innovations in the digital world, SEO and social media, Carla brings her expertise, enthusiasm and integrity to the table every time. You can find Carla’s on Google+, LinkedIn, Facebook and Twitter. Over the past 10 years, Carla has provided advice and help to over 800 business’s owners. She is sort of a Captain Kirk of the Search Engine Marketing.