Why do Search Engine Optimization (SEO) and Search Engine Marketing (SEM) Matter?

Study after study indicates people are less likely to click on paid search ads rather than on results from organic search engine optimization. For example, one study found that search users are up to six times more likely to click on the first few organic results than they are to choose any of the paid results, while an eye tracking study showed that 50 percent of users begin their search by scanning the top organic results. Other studies have shown that only 30 percent of search engine users click on paid listings, leaving an overwhelming 70 percent who are clicking the organic listings. And a 2003 study found that 85 percent of searchers report clicking on paid links in less than 40 percent of all of their searches, and 78 percent of all respondents claim that they found the information they we searching for through sponsored links just 40 percent of the time.

Read more: Organic vs. Paid Results - Different Searches Different Biases

Being first or at the top of the page results gives any company instant access to an enormous audience who would not otherwise see them. The reason why these businesses are not being seen is because they have not had the expertise, time or inclination to optimize their web sites to compete on the first page. Combined with an SEO campaign, Pay per Click (PPC) can also be an effective tool to increase the advertisers exposure in the search engines and increase sales. I will set up and manage a cost-efficient PPC campaign that will produce a return on investment that will draft the advertising expense. PPC advertising offers the benefits of full control over your ad copy and keyword targeting.

High Rankings are Important

Part of the success of having high rankings for these keyword phrases is knowing or understanding how your potential clients get information and look for what they need on the Internet. In general people usually look for the product or service they need along with the city or town in which they live. The more words used in the search the fewer results are returned. Local SEO is crucial to a fledgling business in a local market.

Studies have shown that these organic search listings are clicked on more often than the sponsored search listings which is why it is so crucial that companies optimize their web sites for the best possible placement. SEO improves the quality, volume of qualified traffic to your web site from major search engines. My search process is based on experience getting personal business web sites to the top of the search engines for the markets they are in. My local SEO consultant service helps businesses be seen by people searching for local businesses. The amount of people searching for local services continues to increase, so the opportunity to get more business from local search is also growing.

There is a common misperception that a website has to be optimized for the all keywords that are germane to the theme of the site. Experience has shown that only the keywords that generate the most revenue for your company needs to be optimized. Identification and the proper optimization of these keywords in your website will yield profitable results for your business.

Resources:

“Organic SEO or Pay-Per-Click Advertising – Which Should You Choose? – Scott Buresh

“An Examination of Searcherís Perceptions of Nonsponsored and Sponsored Links During Ecommerce Web Searching” (PDF) by Bernard J. Jansen, Pennsylvania State University

Searchonomics: Search Statistics Made Fun – Christine Churchill, April 26, 2006, Search Engine Watch

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