With so many great tools and resources out there designed to help you grow your business, it can be challenging to focus on just one. Pay-per-click (PPC) and organic search engine optimization (SEO) are among some of the most popular strategies for getting your brand in front of the eyes of potential customers. However, does one provide better value than the other? Research says yes. According to NewMediaCampaigns, 70 to 80 percent of search engine users tend to ignore paid ads and only pay attention to organic results.
The Problem with Paid Search Ads
Paid search goes by many names – search engine advertising, pay-per-click (PPC), sponsored listings, and search engine marketing (SEM) just to name a few. This strategy works by showing your ads via search engines to promote your business and possibly make sales.
Unfortunately, there are a number of downsides that come with using paid search. First, the search ads are text-based which often results in a lower click rate. Most consumers are visual by nature and want content that is more engaging. Consumers are more likely to ignore ads that consist only of a block of text.
In addition, paid search marketing can be a costly endeavor. As paid search operates on a pay-per-click basis, advertisers must pay whenever someone clicks on their ad and visits their website. Pricing can differ depending on the unique algorithms of the different search engines, as well as your business industry.
The average cost-per-click in Google Ads ranges from $1 to $2. Over time, paid search can become a major expense. Research has shown that the average small business that uses Google Ads spends up to $120,000 per year – that’s $10,000 per month. Giant retailers spend up to $50 million per year on paid search.
Why Businesses Need Organic SEO
Organic SEO is a strategy used by marketers to obtain natural placement on the search engine results pages (SERPs). Methods such as strategic keyword use, backlinking, and the writing of unique, quality content can help improve the page rank of a website.
Businesses can achieve organic SEO by optimizing their website with relevant content, creating backlinks that point back to the content, and adding metatags and other tag attributes.
The use of organic SEO can provide countless benefits. First, it’s important to understand that SEO is an inbound marketing strategy. Inbound marketing focuses on making it easier for your audience to find you when they want information. Compare this to traditional outbound advertising which involves reaching out to customers who may or may not be interested in your business.
Another major perk of organic SEO is that it’s essentially free. Organic rankings in the search engines are based on a unique algorithm that determines the best results for the query given by the web user. If you create a page that the search engine considers to be a good match, you’ll find high placement in the SERPs for the given query.
Organic SEO has also been found to get more clicks than PPC. While there are many reasons why this may be true, the most logical reason lies with how the search engine displays results. Web users are more likely to click on a link that Google suggests, and not an obvious advertisement.
The use or organic SEO is an effective way to stay ahead of the competition. Depending on your industry, you may find that your competitors are not making full use of organic SEO and are therefore missing out on the results it can bring. By implementing organic SEO tactics for your own business, you can keep your brand at the top of the SERPs.
Content creation is one of the best ways to implement organic SEO for the benefit of your business. While paid ads will go away once you stop paying for them, the content you create and publish online will stay put for years to come. By adding specific keywords and phrases to your content, you can continue reaping the benefits of SEO.
Gaining credibility among your target audience is not always easy. It can take time and effort to build up a following and to instill trust in potential customers. By having your business name at the top of the search engines, you are telling web users that your site is trusted by Google. This can make a major positive impact on your reputation.
Growing Your Business
If you are trying to grow your business, you may be considering what marketing services to invest your money in. While paid search ads can certainly be useful in generating more qualified leads, organic search engine optimization has been found to be 5.66 times better. By using organic SEO, your website can remain optimized, giving you a better chance of showing up in online searches.