Organic Search Results Versus Pay Per Click
Our main focus in our online marketing strategies are on inbound marketing such as search marketing and search engine optimization. We have tracked and gathered data from a wide spread of online marketing campaigns from pay per click, organic search result traffic, to social media.
One adversity we get when offering prospected clients with our search engine optimization services is the use of pay-per-click instead.
Getting onto the premium spots on search results is highly sought after. But some businesses owners refrain from implementing SEO services because they know they can just pay for pay-per-click advertisements to get onto those premium spots. Which is true. But through our data and findings, pay-per-click campaigns may not be as effective and may turn out to be more costly in the long run.
Depending on the business’s industry, bids for keywords can get pricey, especially where the market is very competitive. Industries with big market players and big advertising budgets will push out and/or raise competitor’s bids for keywords.
Pay-per-click ROI depends on how well the company can convert those leads into sales.
And watch out for those “click trolls” that companies hire to click on your ads!
For search engine optimization services, it just depends on how much the SEO firm charges (assuming they get you optimum results). That will determine wether your SEO campaign is worth your investment. Costs on SEO usually depends on the online market competitiveness. If there are other companies that are implementing SEO to their web properties, costs will be higher. Also, good SEO companies that have proven track records will be more costly.
Our studies show that organic search results get 8.5 times more clicks than pay-per-click ads. Shown in the image below is a click map mapping out the clicks on a page of a search term result.
As you can see on the click map clicks on the organic listings have more volume. This data holds true for ads that are placed on the top of the search results as well.
The data speaks for itself.
There are pros and cons to both of the search marketing methods. For the short term pay-per-click advertising, it may be beneficial for businesses who are seeking “seasonal results”. For a longer term marketing solution, getting SEO done on the company’s web properties may be a more lucrative solution, especially in competitive markets.