Battling PPC with Blogging.
I hate to call it a battle because few of us around Compendium would say NEVER do pay-per-click, it's a great tool and provides a ton of good data for business and is a quick way to show up on page one (not to mention, it keeps Google in business). However, these statistics from SEOmoz (via Enquisite) are shocking and really prove the ROI of organic search.
I hate to call it a battle because few of us around Compendium would say NEVER do pay-per-click, it's a great tool and provides a ton of good data for business and is a quick way to show up on page one (not to mention, it keeps Google in business). However, these statistics from SEOmoz (via Enquisite) are shocking and really prove the ROI of organic search.
- 8.5x's the return. Yes, for every 1 click on paid ads, there are 8.5 clicks in the organic section. This is ridiculous; somehow this reminds me of a grocery store shelving and layouts (I did some merchandising research for a project on this a long time ago); basically, there was some statistic of getting a 20% lift in sales if you were at eye level on a shelf. We are talking 90% lift here --- where do you want to be? It would be like putting a black sheet over the other ketchup brands at the super market (work with me here on this example).
- Paid Search Converts at 1.5x's the rate of organic search. This initially sounds negative to an organic search proponents, but this also shows a huge opportunity. First, if you are buying something that second then yes PPC is appealing and you might as well click through there and get the free shipping or what not; however, from a marketers perspective chances are you are paying for this lead twice --- they had already chosen your product and PPC was just convenient. Second, oftentimes the organic results aren't targeted, the overall site is optimized so when a searcher does land there it may not be 'speaking' to their needs or potentially your site may cause them to self disqualify themselves because the site is trying to talk to many people. By implementing an organic landing page strategy there can be the same targeted information for the searcher as PPC can provide. Business blogs are one easy way to implement a multi page targeted strategy.
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