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Search Engine Marketing (SEO)
Potential customers are trying to find you. Make sure you get found.
Advertising on TV and in the newspaper is very different to advertising online. The difference is, search advertising is ‘invited’, by this we mean the searcher is telling you exactly what they are looking for and inviting solutions to their query. This is why it is so important to be visible within the search results to your potential customers.
SEO (Organic)
Advantages
- Appears in the centre of the search result pages
- Clicks are free
- Usually have a better click through rate than adverts
- Excellent ROI (free clicks)
- Do not have full control of positioning or text
- Sometimes unstable (positions can change from day to day)
- Can take a few months to start seeing results
PPC (Adverts)
Advantages
- Pretty much instant global access to your audience
- Measurable – calculate ROI right down to the penny
- Get as little or as many clicks as you like with the use of a daily budget (useful for seasonal or promotional periods)
- Can be very costly
- Other advertisers will be competing driving up bid rates
- Once you stop the budget, the advertising stops (bit of an obvious one, but when compared to SEO this is a huge disadvantage)
- Without compelling ad text or a high enough position, the ad can get a fairly low clickthrough rate (compared to top organic result)
Good SEO Is Like Having The Biggest Shop On The Busiest High Street
Over 2 million searches are made on Google every single minute. These are people searching for your products and services. Are you there? Search has such a fantastic return on investment over other marketing avenues because it is ‘invited advertising’ and you are targeting people that are actually looking for your products and services. People are searching for your products and services – asking to be sold to.Your website needs to be visible in the search engine results to ensure you get these buyers to your site.
SEO Makes Perfect Business Sense
To give you an example of how valuable organic traffic is, we can compare it to how much it would cost in paid advertising to get the same amount of traffic. Working off statistics from monthly search figures and various click through studies we can estimate the amount of clicks a number 1 ranking can get for a certain search term. We can also work off a ball park click through rate for a pay per click ad to compare this. A number 1 ranking for ‘mens clothing’ can get around 6,000 unique visitors a month, statistically speaking. For the same amount of visitors on Pay Per Click, you can expect to pay £4920.00 per month! – nearly 60k per year on one search term!
SEO Consultants - What Do They Do?
