PPC v Natural Search ? A Cost Comparison Case Study
The attraction of Pay Per Click (PPC) online advertising is undeniable. Each click costs virtually nothing, you only pay for the clicks you get, and you set your own daily budget so you know exactly how much you're going to spend. Most importantly, your listing appears instantly.
On the other hand, a high ranking in the natural search results seems unobtainable. There's a perception that hundreds of thousands of other businesses are competing for your keywords, and that makes it seem like a real rat-race. And it also seems like such a big mountain to climb; it's true that it can take months to reach the first page for your target keywords. To make matters worse, thousands of opportunistic (and some very dodgy) 'SEO companies' have emerged, looking to make a quick and big buck out of market naivety. So to CEOs, BDMs, marketing managers, webmasters, and business owners, the road to natural search ranking seems expensive, risky, and beset with traffic.
But does this mean you should forget natural search?
Firstly, most user studies to date have found that people pay more attention to natural search results because they're more relevant. That's the foundation of the success of companies like Google and Yahoo (and the reason they keep their indexing rules a secret).
What's more, it's important to put things in perspective. Hundreds of thousands of other businesses may be competing for your keywords, but in most cases, they're at least as confused and disheartened as you. So the sooner you figure out the real story, the sooner you'll have the jump on them.
And yes, it can take a while to reach the top, but because your competition is ? for the most part ? traveling blind, your early progress will normally be quite quick. In fact, for most businesses, it's not until you reach the top few pages that your progress will slow.
And again yes, there ARE some dodgy SEO companies out there. But there are also some very good ones. (Go to WebProNews.com and sign up to a forum if you want to find out who they are.) So long as you know the basics of SEO you won't be taken for a ride. (See www.divinewrite.com/SEOCEO.htm for a rundown of SEO basics in layperson's terms.)
But let's talk bottom line?
Is it more expensive to obtain a high ranking?
Certainly not! In comparison with other forms of advertising ? even PPC in the long run ? reaching the top of the rankings is NOT expensive. The following case study explains why.
For the past year, I've been working hard on the natural search results for my copywriting business, Divine Write. For my primary keyword, I'm now on page 1 of Google.com (out of approximately 900,000 search results). I've done this simply by writing helpful articles and submitting them for publication on the Internet. Luckily for me, I'm an SEO copywriter, so writing articles is all in a day's work. But had I paid an SEO copywriter to write my articles for me, I'd have spent approximately USD$5,000.
Over the same period, I spent approximately USD$3,000 on Google AdWords (my ads appeared towards the top of the paid listings).
Now I hear what you're saying; my natural search campaign definitely cost more in the first year than my AdWords campaign. But now that I've reached the top of Google.com, I've paused all my AdWords ads, so I'm not paying anything. If I hadn't chased the natural search results, I'd have continued paying for AdWords, spending at least another USD$3,000 next year on AdWords, and another USD$3,000 the year after that, and so on.
Of course, I have to retain my high ranking. If I was paying someone to write my articles, that would involve an investment of approximately USD$1,000 per year (a saving of 67% each year).
So it breaks down like this:
Google AdWords investment:
Natural search investment:
Obviously the competition for keywords in the copywriting field isn't as fierce as in a lot of other industries, so the actual dollar investment discussed in this case study may not apply directly to your business. The important thing to understand is that ? over time ? a high ranking in the natural search results can actually cost less than a high position in the (arguably less effective) paid listings.
Also, these figures are based on me submitting articles to various article banks on the Internet myself. (This is a routine task requiring little skill. You should be able to purchase a list of 50 or more article submit sites from your SEO copywriter or consultant for as little as USD$99.)
About The Author
* Glenn Murray is an SEO copywriter and Article Submission Specialist. He is a director of PublishHub and also of copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at email@example.com. Visit http://www.divinewrite.com or http://www.publishhub.com for further details, more FREE articles, or to purchase his e-book, 'SEO Secrets'.
Gaining Link Popularity Techniques
Link popularity is very important these days for all websites since most major search engines look at link popularity has a tool for ranking your site in there search results as well as the quality of your websites content keyword wise. Link popularity is a great way to gaining targeted visitors to your website. This article is going to show you easy and free and effective ways to increase your websites link popularity.
Is Google Having a Tough Time with Their Website Limit?
If you are one to pay attention to what happens within the Google realm, you might find yourself thrown for a loop these days. As Google updates their results, it seems like they are having some issues dealing with so many new websites popping up.
Everything You Wanted To Know About Google -- But Were Afraid To Search For!
(A Reflective look at the little search engine that soared!)
You Cannot Hide From the Public Record Search Engines
As a search engine optimization specialist, I often run acrosssearch engines of different sorts than most people are aware of.This week I stumbled across a free site that is used by journalists to do background checks and fact checking on sources of news stories. I am also an advocate for personal and financial privacy and find privacy invasion particularly offensive, so this searchengine offends me.
10 Quick Ways To Kick-Start Your Profit Pulling Keywords
First, you must realize that targeting the right keywords or phrases is the 'key' to making any kind of profit from your site. Choosing the 'right' keywords (the exact keyword or phrase surfers type into the search engines to find yoursite or product) can make or break your online venture.
7 Free Search Engine Resources You Should be Using Now
Ask any business person who's website is at the top of the search engines if his/her site is making money, and the answer is almost always "yes".
Your Online Home-Based Business Can Lead To Search Engine Stress
As a member of several search engine optimization forums, Ihave recently noticed (especially since Yahoo recently decided totry their hand at competing with Google) that the stress level ofmany webmasters has gone way up. This applies not only towebmasters involved in Internet-based home businesses, but to webmasters in general.
Possibly The Biggest Misconception About Ranking Well In The Search Engines
Onpage search engine optimization are things that you can change ON your webpage.
Search Engine Copywriting: Focus on One Topic
Perhaps the simplest of all the lessons I have learned about writing for search engines is to keep my pages simple. That is to say, whether I am thinking about my readers or about Google, there is a huge advantage to keeping most of your pages confined to a single topic.
What is Search Engine Optimization?
It is no secret that search engines are the number one traffic generating method for driving visitors to the different web sites. Search engines are very useful in helping people find the relevant information they seek on the Internet. The major search engines develop and maintain their own gigantic database of web sites that can be searched by a user typing in a keyword or keyword phrase in the search box.
Google Is Taking Descriptions From Alexa!
In a recent study looking at the "descriptions" of website search engine listings, we have noticed that your main SERP listing is being manipulated by Alexa.com.
How To Syndicate Your Content
Note: In order to preserve the proper format for the HTML code snippet in this article, copy and paste the article into Notepad, then copy and paste it from Notepad into your HTML web page.
From Corpora to Matching
Making effective use of the Internet is increasingly about creating better and more intelligent applications and search engines. Here is a brief introduction into how search engines work:
High Search Engine Rankings - A Long Term Strategy
The last 1.5 years have shown major changes in search engine behavior across the board. Algorithms change at random dates. Websites that ranked great in search results are suddenly completely wiped out from the search index. It becomes less and less predictable what a certain change to your website will get for results. A major change to a website or the way how it is promoted could have a major impact on search engine success for that website.
Submit Your WebSite: Add Your URL to Web Directories & Search Engines
Why get into Search engines and directories?
Branding Versus SEO
Branding versus search engine optimization is a marketing dilemma that larger companies will need to come to grips with on the Internet. Often companies will need to decide whether to promote their own brand name as their main keyword phrase or optimize for a more generic keyword phrase.
The Google Sandbox Explained
The Google Sandbox is a metaphorical term to explain why most new websites have very poor rankings in Google Search Engine Results Pages (SERPS). Very few people know for sure if the 'sandbox' actually exists, but it seems to be a filter added to the Google algorithms sometime around March 2004. What is the function of the Google Sandbox?
The Other Side of the Search Gods Abracadabra!
Thousands of servers ...billions of web pages.... the possibility of individually sifting through the WWW is null. The search engine gods cull the information you need from the Internet...from tracking down an elusive expert for communication to presenting the most unconventional views on the planet. Name it and click it. Beyond all the hype created about the web heavens they rule, let's attempt to keep the argument balanced. From Google to Voice of the Shuttle (for humanities research) these ubiquitous gods that enrich the net, can be unfair ...and do wear pitfalls. And considering the rate at which the Internet continues to grow, the problems of these gods are only exacerbated further.
Google Page Rank - Important Or Just Another Number?
In my last newsletter I wrote about how your websites Alexa rating is not actually that important to the success of your online business. In this issue, I want to look at another popular statistic - Google Page Rank - and ask a similar question - is it that important?
Reciprocal Link Exchange Management Software
|© Athifea Distribution LLC - 2013|