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It seems that there is some kind of plague going around causing companies to spend money on pay per click advertising instead of good old-fashioned SEO. We’re talking about to the tune of $9.1 billion vs. $1.3 billion. This is a little bit disturbing when you consider that 80% of the clicks from search queries are on organic search listings and not pay per click ads.
But let me define a few of these terms for you:
- SEO - Search engine optimization. The practice of using keywords and links to increase the chances that web pages rank in the search engines for specific, targeted keywords.
- PPC - Pay per click advertising. The practice of bidding on keywords to achieve a sponsored listing ranking in the search engines results pages when searchers make keyword-based queries.
- Organic search listings - The listings that come up naturally as a result of a search query in one of the search engines. Not PPC ads or sponsored listings.
- Search query - What a searcher makes at a search engine when they want to find something.
- Sponsored listing - A PPC ad, which you have to pay for.
Given that 80% of searchers who enter a search query click on the organic search listing and not the PPC ad or sponsored listing, you’d think more people would see the value in being listed higher in the search results and put their budgeted marketing dollars toward that. But that’s not what is happening.
My best advice for companies that want long-term results, as opposed to short-term results, is to put some of your marketing budget toward search engine optimization. You can still do PPC. Allocate 75% of your budget to PPC and 25% to SEO, initially. After you see results from your PPC, start funneling more of your budget toward search engine optimization. After you hit a financial milestone, move 10% or 20% of your budget to SEO and do that until you hit 80% for SEO and 20% for PPC. By utilizing this kind of strategy you can capitalize on short-term results and use your gains from those to bolster your long-term staying power.
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