Category Digital, Inspiration
Many of you are familiar with search engine optimization and the process of getting your site to rank well in the organic search results. Then there is pay-per-click advertising where you pay or bid on a phrase in order to have an ad displayed for your site in the sponsored section of the search. There are definite advantages in doing them both. The real question is whether you should be in both the sponsored results section and the organic search results at the same time, for the same phrases? YES, and here are some of the top reasons why your internet marketing strategy should include PPC and SEO for the same phrases.
Some newer research finds that only 40% of people will consider or view the paid/sponsored results (think, that’s just considering them) and the majority of the traffic will go to the organic results. If you rank well in the organic search results and the sponsored results, you are increasing your chances to get the traffic.
Authority is important. By having your site in the both the paid and the organic search results you are sending a signal to the searcher, “I am a leader of this topic, you can trust me”, and they typically do.
Once authority is established on the page (like in the image below) you start spending less on your PPC campaign. When faced with a choice of clicking your sponsored result or your organic result, people typically choose (altruistically or just out of habit) the organic search result and you are not charged for a click to your PPC ad.
Brand awareness is a big one too and it’s simple. The more real-estate on the page that you can own, the more aware the searcher is going to be of your brand. This can have a lasting effect on more than your online presence.
I hope you have questions, comments or at least an argument to start. Post it!
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