In today’s world, search engine visibility is everything. As any business owner knows, getting your company on the first page of results is not an easy task. If you’re successful at it though, it can completely change your business.Today, we’d like to share a bit of insight as to why search engine optimization, or SEO, is so important, and how paid advertising can help your company succeed while your SEO efforts build over time.
The first step is to understand the difference between organic results and ppc, or paid online advertising. For purposes of our discussion, let’s use a Google search as our example. If you search Google for Car Detail Companies, you will see a full page of results. The first three results, which now have the word Ad in yellow next to them, are pay-per-click, or ppc, ads. In addition, all of the results you see over on the right-hand bar are all paid ads. These are ads that advertisers initiate through Google Adwords, and are placed through an auction process. For example, if my car detail company bids $.56 per click, and your company only bids $.43 per click, my ad will appear ahead of yours. So what happens when I click on an Ad result? That company will be charged on a per click basis. So, if 600 people click my ad that day, Google will charge me about $336.00. If your conversion rates are strong, those dollars are well spent, and your company can grow significantly through ppc advertising.
Now, let’s talk about organic search engine results. In our example, the listing that is actually fourth is the #1 organic search result. In our example, Google has decided that this listing is the most relevant for your search query. How does Google decide this? Well, that’s a complicated question, with literally hundreds of variables. Those variables, of course, are the basis for all of our SEO efforts.
Let’s take a look at an extremely simplified explanation of organic search results. When you search for Car Detail Companies, Google’s algorithm wants to provide you with the most relevant answer to your query. In our example, Google’s algorithm takes into account the type of company you are looking for, where you are making your request from, which company’s website has content that provides relevancy to your question, and which website has the greatest authority, or links, to their website. As mentioned, there are many, many other factors that go into organic search results, but our time, and blog space are somewhat limited.
So, let’s assume that you look at your search results, and skip past the ads. You’re not alone. Consumers are between 3-5 times more likely to click on an organic result than they are a paid ad. So, like most consumers, you choose to click on the very first organic search result. Guess what that company is charged for the click. Not a penny. That company will not spend a dime on getting you to view their website. Instead, that company chose to focus its resources on great SEO efforts. As a result, they are now ranked #1 in organic search. And while they will need to maintain their SEO efforts to keep their position, and keep competitors at bay, those efforts are well worth it. Being a top organic result in Google can be life-changin. A recent study found that a stunning 53 percent of clicks go the top result. The second result sees 15 percent of the clicks, while the third receives 9 percent of the clicks. The fourth and fifth position receive just 6 percent and 4 percent, respectively.
Now that you know a bit more about Organic Results vs. Paid Advertising, which is the right strategy for your company? The short answer is probably both. SEO efforts are absolutely necessary for long-term success and are invaluable to any company. Organic search results, in the long run, are everything. SEO efforts, however, can take a longer time to show measurable results. Paid advertising strategies, including PPC ads, can generate results overnight.
If you’re ready to grow your business, consider getting started on SEO services right away. As you wait for those services to take effect, paid advertising tactics are a great way to get the phone ringing.