Why SEO makes for a smart marketing investment in 2010

Focus on long-term, sustainable rankings

The internet marketing market is massive, estimated at $9 billion last year and projected to exceed $20 billion by 2013. That’s a figure that any business owner should be aware of. The majority of this marketing is spent on PPC – pay per click promoting, buying your visitors. Companies have been able to buy targeted traffic, utilizing certain keywords and bidding on them according to how likely they were to bring in quality targeted traffic that converts into sales or leads. If they concentrate solely on SEM and not Website positioning, they’re selling themselves short, literally.

Anyone interested in driving longterm, targeted targeted traffic to their web page needs to be interested in optimizing their internet site for search engines; on generating sustainable organic rankings for those keywords that they’d toss funds at on a daily basis. Think about it, an SEO campaign may cost a bit extra initially, but it builds sustainable rankings that draw the same visitors. It is an investment that pays off. Only 11% of advertising budgets go to SEO, although 87% direct their efforts in PPC.

Think about it – in the event you spend $10 on a keyword and get one hundred visits in a month, that’s $1000 that you allocated. If you put the very same quantity into Search engine optimization for that keyword, and brought your rankings towards the front web page of Google, you’d receive the very same exposure. Plus, as soon as you’re on page a single of Google, you may usually stay there with minimal effort and no further expense. Just look at the screenshot below, taken from Market Samurai, that shows the estimated values of various keywords on a project I recently worked on:

SEO Values

Those keywords are worth thousands, every day! I’m currently working to gain ground for these and have already broken into the first and second pages. In case you’re wondering, the SEO value is a figure determined by multiplying the estimated amount of organic traffic that term would bring to a site times the adwords cost per click.

Alternatively, you possibly can continue flowing income into PPC, however it is going to be a never-ending work. PPC remains attractive to marketers as a result of the capacity to effortlessly measure PPC success. Conventional marketers like to see solid metrics on ROI, CTR and other relevant data they can use to analyze campaigns. Web optimization is not as very easily quantifiable, but nonetheless a great Search engine optimisation campaign is usually measured and weighed effectively.

A number of studies on visitor trends and SERPs indicate that 90% of searches click to the initial page of success. The visibility of a natural listing, despite the fact that possibly reduce within the web page, still attracts twice as many clicks than paid ones. Why is this? I side around the reason that it’s because of implied endorsement; they trust search engines to deliver the very best effects, and many people today see paid seek out success as artificial advertising.

The bottom line is that if you ever need to save funds on PPC, you should invest in Search engine optimization. And I should point out, this is not an article meant to bash PPC. SEM has numerous advantages, and cannot be discounted, and in fact I use it all the time. That said, organic research benefits bring a steady flow of targeted visitors, just the same as paid ones, if not a lot more. Plus, when you’ve gained a solid ranking for a keyword you were previously bidding for on a daily basis, you can reduce your budget or even expand and test new ppc keywords.


Michael Meisner is a code-slinging, data crunching, growth hacking extraordinaire. He combines these powers to create traffic generation strategies and drive brand awareness for clients he works with. When he's not staring at a computer screen he can be found sipping a glass of wine with his Pit Bull and wife by his side.

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