Just as it’s more difficult to rank using organic SEO than it was a few years ago, it’s also difficult to convert PPC clicks into actual purchases. Why? Because there are fewer PPC clicks overall. It’s been shown that 70% of clicks from search engines come from non-PPC sources. Additionally, SEO converts 25% higher than a PPC campaign. There are a couple of reasons for this:
- In the past, web surfers couldn’t tell the difference between PPC and standard results. Now web surfers can tell the difference between a top listing and a paid result.
- There is evidence that people trust organic results more than advertised results. The thinking is that if you’ve made it into the top ten in Google, you deserve to be there.
The thinking used to be that if a person was looking for something to purchase, they’d be more likely to if they clicked on an advertisement, rather than an organic result. The idea was that people who click on organic results are looking for information, while people who click on ads are looking for products. That’s still true to some extent, but given the fact that so many more people come to a website via organic results, this makes SEO a much stronger marketing tactic than PPC.
The Importance of Internal Pages
The reason that organic search results get so many clicks is pretty simple: there can be hundreds, or even thousands, of internal pages on a site, but there is only one homepage. While it can be difficult to rank a homepage in the top ten results, it is not necessarily difficult to rank in the top ten results for an article or other content with a well formed title tag. The idea is to bombard search engines will well-formulated content. This can be a more effective strategy than a costly PPC campaign that most commonly links to a site’s homepage.
So if you’re looking to where you should devote time and resources, your best bet is to go with an aggressive SEO campaign. By no means is PPC outdated – it can still help new sites get off the ground and solidify the brand of an older site. However, search engine optimization has a better conversion rate, so your marketing campaign should be weighted towards SEO over PPC.
Source by : JV digita Media
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