Cost-Effective Organic SEO and Pay-Per-Click
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.
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
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 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
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.