Developing A Search Marketing Strategy for
Organic SEO and PPC
4 Tips for a Balanced Search Marketing
In setting out to develop a strategy for your
search marketing, you need to start at the beginning and establish
answers to a few key questions:
- What is the marketing spend mix between SEO and
- What does this reflect?
- How can this underpin developing a sensible
search marketing strategy
The Marketing Spend and Mix:
Data from SEMPO
indicates that PPC secures 88% of search campaign budgets vs 12% for
Yet despite this less than 25% of all search
traffic is generated by PPC.
So this raises the question:
If PPC Accounts For By Far
The Greater Spend Why Does It Not Attract More Clicks Than SEO?
Firstly lets look at some benchmark study details
on the elements of a search results page that are most viewed and are
According to an eyetools
study the "Golden Triangle" (Which is the area on your screen
where most people look) includes top sponsored, top organic results and
Google's alternative results, including shopping, news or local
The top 5 organic search results items on the page
range from 100% to 60% visibility
Rank 1 – 100%
Rank 2 – 100%
Rank 3 – 100%
Rank 4 – 85%
Rank 5 – 60%
Whereas the top 5 side bar sponsored results range
from 30% to 10% visibility as follows
1 – 50%
2 – 40%
3 – 30%
4 – 20%
5 – 10%
So Why Does PPC Account For 88% Of
Search Marketing Spend?
In my view the answer is mainly because:
- PPC delivers instant results
- The Return on Investment for PPC can more
easily be measured
- PPC is actively promoted by Google and
Microsoft with powerful software tools to make PPC easy to use
- Many online marketing professionals come from a
strong direct marketing background where the ROI for marketing spend
needs to be easily and directly measurable
The allure of PPC is that will give you "quick
hits". You can set up a PPC quickly and start seeing results in 24
However the overall picture is clear - if you look
at SEO over time, it should yield a better ROI than PPC.
Does this mean that you should discard PPC and
throw all your investment into SEO?
The answer is No - However it does mean that if
you are not investing a healthy % of your budget in SEO you are missing
out on at least 75% of the traffic generated from organic search.
In addition future predictions indicate that SEO
will gain substantial market share from PPC due to the ever increasing
cost of PPC. An increasing number of SEO tools (Such as the SEO Workbench)
are coming to market to simplify the Black Art of SEO and to turn it
into a Science that can easily be understood and used by more and more
people interested in getting better search results.
So What Strategy Should You Adopt?
There is no single strategy that will suit every
Factors that will dictate the strategy to suit you
will include factors such as:
- How important is it to promote your brand?
- How popular are your keywords
- How much do you want global coverage vs country
by country visibility
- How important is it to crowd out your
competitors for certain keywords
- How well do your keywords rank at present
As a basic principle I would recommend you adopt a
pragmatic approach as follows:
- For new websites quick-start your traffic with
- As you gain dominance in certain keyword niches
- Invest a reasonable % of your budget in
optimising for a set of keywords that are popular, not too generic and
do not have too much competition
- Invest in a Wordpress blog and develop regular
quality content – this will get you indexed by the search engines for
keywords used in the blog. Be sure to use the tags and categories in
the blog to help the search engines in indexing your content.
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Bill Egan is Marketing Director at Interleado, a
start-up SEO Software Company.
Interleado specialise in intelligent SEO software delivered as a
service. The service supports Internet marketers, search professionals
and website owners in promoting websites through organic search.
The flagship service is the “All-in-One SEO Workbench” containing a
rich set of tools to speed up and simplify the process of promoting
websites through search engine optimisation. The Workbench analyses
onsite content and back-links to prioritise the tasks needed to improve
a website’s visibility and authority Monthly reports track will track
progress in SEO project implementation and continually recommend the
next set of prioritised tasks that will deliver faster SEO results and
higher search engine visibility and keyword rankings.
You can open a free 30 day account to find out more and try out the SEO
Workbench at: http://www.interleado.com/