Digital Marketing | Why You Should Invest in SEO (Not Pay-Per-Click)
When we first get started with many of our clients, they may be paying for some combination of Pay-Per-Click Google Advertising and web maintenance fees. Some clients even had people claiming to be organic SEO professionals that weren’t very effective. In this article, we’ll help you navigate the search ranking world.
The Difference Between Pay-Per-Click Google Advertising and Organic SEO
Google Pay-Per-Click Ads are instant and vaults your website to the top of the rankings. The one asterisk? You are on the first page only if you bid high enough money for the clicks. However, the ad is marked with “Ad” and most people know to disregard the top Ad results. Therefore, nearly 90% of people will scroll past the ads to “organic” search rankings. We know professionals that run Pay-Per-Click campaigns with good ROI. Their tip? The most effective ads reward the user with a special or deal for clicking.
Organic SEO is more of an art than a science that improves the overall quality of your website. When the quality and authority of your website improves, your search ranking improves. Depending on the competitiveness of your field, this may take more or less time and investment. For a high-cost keyword like Best Botox DC, it could take 6 months of dedicated time and attention to achieve a first page ranking. Read below to find out if your digital marketing team has what it takes to achieve first-page rankings.
Every Metric is Better with Organic SEO
Why organic SEO vs Pay-Per-Click? Most things in life, we are taught that you either get quality OR quantity, but not both. With organic SEO, however, you DO get both. When we look at our clients statistics, Pay-Per-Click, PPC, as a strategy is a much less effective digital marketing strategy than investing in organic SEO. Think of it as a band-aid to get you from A (not ranked) to B (high-ranked).
In the examples below, you can see that both quality (time spent on the website) and quantity (visitors) dominates Pay-Per-Click. On average, a person that finds your website through organic search will spend around 3-4 more time on your website. That person will also visit, on average, more pages. Finally, evidence that 90% skip the PPC ads, they usually account for less than 10% of a website’s traffic.
BUT “We Get Great Results From Pay-Per-Click. Its One of Our Top Referral Sources”
If you are happy with your PPC campaign and the business you currently have, then you may not be motivated to change your digital marketing strategy. However, if you are looking for serious growth and are unhappy with the return-on-investment from PPC then our organic search SEO team may be right for you.
How to Evaluate the Effectiveness of Your Current Digital Marketing Team and Strategy
Measuring search rankings seems simple enough, however the wrong team could choose misleading rankings. In our experience, we’ve seen either misrepresentation (e.g. not measuring keywords from 250+) or redirects your attention to keywords that have no search volume, therefore is easy to improve search rankings.
Social Media & Blog Activity
Be wary of companies that claim to do SEO without your social media accounts. Some companies can drive results without using a global digital marketing plan, but most cannot. If they ignore that web traffic drives search rankings, then Huston we have a problem! If a company isn’t using social media they may be using “backlinks.” If the articles and links are high-quality the strategy can be effective to move your rankings. However, should you decide to change strategies or companies, they could easily take down the links and you would be starting from scratch. In other words, there is no substitute for activity and quality content.
Bottom-line with any marketing activity is return-on-investment or ROI. If you marketing isn’t breaking even or performing
“Where Do I Start When Making This Change?”
Great question, start by asking us for a free audit today! Interview several companies and ask the top-ranked people in your field who they use.