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Cost-Effective Organic SEO and Pay-Per-Click

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Both organic Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising are used to increase the quality and volume of web site traffic originating from search engines. Single Entry Point believes that Search Engine Marketing (SEM) is one of the most effective methods businesses can use to acquire new customers online.

SEO and PPC Search Results
Google search results page showing colour-coded real estate for both Organic and Paid SEO

Discover the Power of Organic SEO

The primary goal of organic (non-paid) SEO is to increase the ranking of your website - for specific keyphrase - in the search engine result pages (SERP). In the above screenshot, the organic listings are highlighted in green and are the result of algorithmic ranking. The more relevant your website becomes to its audience, the higher you’ll organically rank.

SEO's main advantages are:

  • Long-term cost effectiveness
  • Targeted traffic
  • Improved user experience

In order to justify the need for a SEO marketing campaign, here’s an eye-tracking study performed by Cornell University. It shows how the SERP rank influences the amount of attention a link receives:

Search Engine Ranking Study from Cornell University
Search Engine Ranking Study from Cornell University

Note in the above chart how users' attention decreases as rank of result decreases (listings appear lower in the results). SEO helps you gain the attention your brand deserves through higher rankings and better visibility in search engine results pages.

Take Advantage of PPC

The main objective of pay-per-click (PPC) is to acquire new customers from keyword-triggered advertisements, which are displayed on search engine results pages. In the above screenshot, the paid listings are highlighted in yellow and are the result of a private auction hosted by the search engine in real-time. The more relevant your ad is to its intended audience, the more cost effective your advertising will be.

PPC's primary advantages are:

  • Fast time-to-market
  • Highly targeted advertising
  • Cost effective compared to traditional media channels

To help you justify the need for a PPC marketing campaign, here’s a study performed by Piper Jaffray & Co. showing the Search Advertising cost effectiveness compared to other channels:

Cost per acquisition across channels from Piper Jaffray & Co
Cost-Per-Acquisition Analysis from Piper Jaffray & Co.

The above chart highlights Search as the most cost-effective channel when compared to Yellow Pages, Online Display, Email and Direct Mail. PPC helps you reach prospects by targeting them at the right moment with the right message. The insights derived from this process enable you to continually optimize and reduce your cost-per-acquisition.

Should I spend my budget on SEO or PPC?
In our experience, integrated Search Engine Marketing campaigns generate a higher ROI when consistently targeting both organic and paid results. We advise our clients to allocate marketing budgets for both SEO and PPC.

How should I distribute my SEM budget between SEO and PPC?
Search marketing budget allocation will depend on your project requirements and short and long-term objectives. If this is your first search engine marketing campaign, or you do not have a strategic approach defined, start by distributing your budget equally between SEO and PPC.

What next?

  • Do you have a SEO or PPC question of your own? Ask us anything below
  • Find out more about our Search Engine Marketing services
  • When you are ready to open the doors to more customers, contact us
Mike LascutMike Lascut is Principal of Single Entry Point® Marketing, focusing on the search, email and analytics practice and leading the development of the Single Entry Point Email Marketing next generation product. Mike's professional career spans over twenty years, including twelve years of intelligent search and email marketing and over a decade and half of software architecture and development. When he's not pointing businesses in a smarter direction, Mike spends his time pointing his lens at wildlife. Connect with Mike on Linkedin, read his Nature Research Photography blog, or reach him via email or phone.