Why You Need a Great SEO Strategy
SEO, Search Engine Optimization, can be one of the best ways to increase site traffic and in turn increase sales. But it can be not only a big mystery but extremely difficult. It is nearly impossible to get the same results trying it on your own. Besides a large amount of time needed, important steps will surely be overlooked. That can cost sales and lost revenue.
But don’t let this discourage you! SEO is still an essential pillar of online success. Consider the following stats for example…
- 93% of all web experiences start with a search engine – Search Engine People
- Google processes about 3.5 billion searches per day – Internet Live Stats
- 61% of marketers cite SEO as their go-to inbound marketing strategy – HubSpot
To get a bit more detailed about the advantage’s SEO can offer over PPC, let’s take a closer look.
SEO Generates Increased Brand Authority
Higher rankings in the SERPS (Search Engine Results Pages) will have a positive impact on your brand. According to statistics, 94% of users skip search ads and head straight to organic results.
Image source: Smart Insights
If you’re occupying one of those top 3 slots in the SERPs, users are more likely to see your content first. This leaves the impression that you’re a go-to authority in your industry. It also greatly increases the odds that they will click on your site first.
Long-term Sustainability Using SEO
In the paid search world, new keyword opportunities can arise at any time. But if you want to make the most of your investment, you’ll also need a strong organic presence.
Buying into new, competitive keyword markets isn’t a sustainable approach. By using a keyword research tool like the “AdWords Keyword Planner” you can get an idea of just how large or small your target market is.
SEO campaigns are typically all-encompassing to a degree. You won’t need to run a paid promotion on every post or page you publish to see returns.
With a viable internal link structure, you can increase the visibility of your website and brand. There is an initial cost for keyword optimization, but that part of SEO is a one-time cost.
Once you have the top spot in your target SEO keywords, it can take a while for competitors to overthrow you. In the meantime, you’ll enjoy all the benefits of being on top! An ongoing SEO service will make it much more difficult for competitors to overthrow you if they can at all.
You will still have to allocate funds for SEO maintenance, but the costs will be less than the initial setup of your campaign.
In comparison, the effectiveness of a PPC campaign is directly linked to the amount spent. If you decide to stop funding a PPC campaign, you’ll find yourself back to square one and all of that traffic will stop showing up. If you stop funding SEO you will begin to lose position while your competitors continue to gain.
Larger ROI (return on investment) With SEO
While the initial cost of SEO can occasionally exceed a monthly PPC budget, it will often be more effective ROI-wise. In other words, you pay for every click-through in a PPC campaign. Organic clicks are 100% free, search visibility is the gift that keeps on giving. This is especially true because as the research shown above indicates, most users tend to ignore the paid listings.
Enquisite is a web analytics company that focuses on web searches. They track search traffic to more than 5,000 sites. and record millions of search engine click referrals every day. From this information, they can see some amazing statistics, including:
- For every 1 click on a paid search result, the organic results generate 8.5 clicks (this is on a keyword parity basis, not counting those search results that have no paid ads)
- Based on action/conversion tracking, paid search clicks convert on average, at 1.5X the rate of organic clicks (no surprise, since that ad text and landing page is custom optimized by the advertiser)
- From the numbers above, we can see that the opportunity from organic search is 5.66X that of paid search
With those statistics, if a PPC campaign brought you 15 customers then in the same time period a high-ranking organic listing due to a quality SEO could result in 85 customers. That is a 566% increase resulting in more sales.
A Growing Problem in the PPC industry is the number of fraudulent clicks advertisers receive on their adverts. Competitors, PPC companies and robots are all waiting to click on your ads and waste your money hurting your ROI. With organic listings no matter how many times they click on your link it won’t cost you anything extra.