It is a well known fact in the internet marketing sphere that a business’ search marketing budget is one of the most finite resources on the planet. In line with this, online marketing executives are more willing to spend their money on PPC (paid searches/traffic) versus search engine optimization (organic traffic).
While both go hand-in-hand, numerous SEO agencies have realized the hesitation of many businesses still has on seriously investing in search engine optimization. Let’s look at some numbers:
• 94% of search engine users click on organic results versus 6% of those who click on paid results
• 61% of all organic clicks/ traffic go to the top three sites listed on search engine results pages (SERPs)
• Companies are spending and based on the trends, will continue to spend 88% of their search marketing budget on PPC campaigns and 12% on organic SEO initiatives
From the figures given above, a professional search engine marketing company can easily recognize disconnect in terms of resource allocation vis-a-vis the possible traffic that could be captured by organic SEO versus pay per click advertising. As mentioned, one feeds to the other, but the imbalance is so poignant and glaring that it’s high time for SEO agencies to help marketers make the business case for natural search engine optimization investment.
A Balance between the Short-Term and the Long-Term
PPC campaigns are effective in making sites rank or be visible in a short span of time. On the other hand, SEO has been proven time and again that its value lies on sustained ranking across search engines. Every search engine marketing company knows that a good marketing plan should take into consideration the long-term and the long-term at different stages of the marketing roadmap.
Are You Really Not Spending on SEO?
Keep in mind that SEO is an umbrella term coined and used by SEO agencies to describe the practice of making websites achieve higher rankings in SERPs. However, SEO is not a granular tactic by itself, but rather, a product of several marketing executions geared towards a single objective.
Now, what you can do is to take a closer look at your internet marketing budget and examine the included items. If the following are included in your marketing money allocation, then you are spending more on SEO than you initially think:
1. Public Relations. PR is a relatively untapped tactic in gaining organic traffic and ranking. PR materials generate credible inbound links for a site and PR is therefore part of SEO.
2. Content Marketing. Content is king and every search engine marketing company knows that SEO won’t exist without good content, especially now that Google has announced its thrust towards quality content which in turn improves user experience.
3. Video Creation. SEO agencies are very well aware of the fact that a few years from now, video content will dominate the Internet. Currently, YouTube is considered as the second largest search engine with thousands of videos being uploaded every second. Needless to say, videos can drive traffic and boost SERP rankings and are therefore components of SEO.
4. Social Media. Until now, SEO agencies are still debating how social media affect organic search rankings. The term “social signals” has been thrown out there. Possibly, the greatest impact of social networks on a site’s ranking is how it can spread content virally through convenient content sharing.
At the end of the day, there are two possible scenarios that can be derived here. First, you might realize that you are actually allocating more budget to SEO than you think by doing the above mentioned tactics. Second, that you’re really not investing much in organic SEO campaigns and that your allocation is tilted towards paid searches. In this case, it’s time for you to rethink your strategy.