Organic vs PPC
A recent post on the SEOmoz blog observed and confirmed what is a surprising trend in the search engine marketing industry:"SEO drives 75%+ of all search traffic, yet garners less than 15% of marketing budgets for SEM campaigns. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets."
This has been the case since I have been in the industry (2 years+) and has always seemed strange to me; it has always reflected a short-termism endemic in clients using SEM services. Most businesses seem to be attracted to the immediate ROI provided by PPC advertising, rather than enacting link building campaigns to boost a firm's organic SEO position.
Certainty also appears to play a part; most SEO companies would advise to allow at least 6 months to see an SEO campaign take effect, even then, for very competitive phrases, it is not certain that good rankings will be achieved. With PPC, you are pretty much guaranteed to have a page one ranking if you bid high enough (allowing for quality score). This makes PPC a potentially more certain medium.
I would suggest that the best SEM strategy would one that takes in the benefits of both PPC and organic; combining the flexibility, immediacy and certainty of PPC with the traffic and high visibility of organic SEO. A two pronged approach in this manner has been enacted successfully by many of our clients; see how it can work for you. Drop us a line on 01285 643496.
0 Comments:
Post a Comment
Links to this post:
Create a Link