Second thing, optimizing across additional platforms. So we've looked and YouTube and Google Images account for about half of the overall volume that goes to Google web search. So between these two platforms, you've got a significant amount of additional traffic that you can optimize for. Images has actually gotten less aggressive. Right now they've taken away the "view image directly" link so that more people are visiting websites via Google Images. YouTube, obviously, this is a great place to build brand affinity, to build awareness, to create demand, this kind of demand generation to get your content in front of people. So these two are great platforms for that.
There’s also a lot of stuff even just around how much having a few simple images in your LinkedIn Pulse or blog post can really increase engagement. We’re becoming a much more visual society as it is. If you look at every social network, there’s now the ability to do video, to add photos. And so the more that you can capitalize on that, the better.
There is limited real estate for the top positions in organic search results. With the amount of content on the web today and the number of competitors you have, it can be hard to get in a top position, even despite your best efforts. If you’re a new business or an existing one trying to build your online presence, SEM/PPC advertising can get you in front of highly targeted customers.
Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches. In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007. As of 2006, Google had an 85–90% market share in Germany. While there were hundreds of SEO firms in the US at that time, there were only about five in Germany. As of June 2008, the marketshare of Google in the UK was close to 90% according to Hitwise. That market share is achieved in a number of countries.
Click through rate: Except for high purchase intent searches, users will click on paid search listings at a lower rate than organic search listings. Organic listings have more credibility with search engine users. In one UK study, published by Econsultancy, only 6% of clicks were the result of paid listings. In another study, it was 10%. The important thing to remember is that click through rate varies by purchase intent. Organic rankings will get more click through rates for “top of funnel” keyword search queries.
Billions of people search the web every day. Search engine marketing (SEM for short) is how you can get your ads in front of these future customers where it counts: in premium spots on the first page of search results. You set your own budget and are charged only when your ad is clicked. This makes SEM an affordable way to reach more customers for businesses of all sizes — including yours.
Lynn, you have one of the best sites for affiliate marketing that I've ever seen. Just read your interview with Rosalind Gardner and found some interesting nuggets. Marketers should note the intuitive and spontaneous way you approached a niche and keywords. This is usually where "paralysis analysis" begins … some spend weeks with keyword and research tools until there is no "creative energy" left to build the site.
When the topic of SEO vs SEM arises, some experts may argue that SEO is the best way to go as it offers higher quality leads at a cheaper cost when compared to SEM. However, it isn’t so simple. Every business is different and has unique needs. For example, your small business may not have a big ad budget and it may also lack the resources needed for doing effective SEO.
To give you an idea of just how much money is being spent on paid search, take a look at Google. Google's AdWords program is the most used pay-per-click (PPC) advertising program available today. While the tech giant owns YouTube and Android, among hundreds of other profitable brands, AdWords accounts for roughly 70% of their revenue -- which speaks wonders for its effectiveness.
There is absolutely no reason why your on-page optimization should not be perfect. It can mean the different between your website showing up on page three of the search results and your website being the top listing. We encounter so many local businesses that simply ignore their on-page optimization (or the prior SEO company didn’t optimize correctly).
That’s a massive problem. And it’s one that organic search traffic solves. If you want to correlate your marketing efforts with a solid ROI, pay particular attention to where your customers are coming from. If you know where they’re coming from, you can calculate what you invest in each marketing channel, and what return it yields for your business. Some people believe that PPC is better for calculating ROI because it’s more measurable. That’s misguided. You CAN determine what an organic visit is worth to your business in terms of a hard dollar value.
Hi Rand! Thanks for a really informative and thought provoking Whiteboard Friday. I agree with Namrata about the challenges to local and small businesses that all the rapid changes with little to know warning from Google as far as they're concerned. In many cases, they're just rapping their heads and marketing strategies around having someone create and optimize their website and content for how Google SERPs used to work, and even with basic GMB listings, they have been unaware or unsure of how to use them. Some have been taken advantage of because of lack of understanding and awareness of how Google listings and GMB work and that it's free.
You can then use the Data Cube to uncover topics relevant to prospects later in the buyer’s journey, such as your brand versus a competitor or case studies illustrating the value you provide for customers. Since your organic search research will help you understand what people are interested in reading, your emails will be more targeted and helpful, boosting your success rates.
Make sure you have some good analytics software installed on your website. You will want to know where your traffic is coming from. Is it coming from social media, referrals, search engine queries, or is it direct traffic? It will also help you determine where people are getting lost, or dropping out of the funnel. It can also help you determine what approaches, content, and CTAs are the most effective.
Remember when you used to rely solely on search engines for traffic? Remember when you worked on SEO and lived and died by your placement in Google? Were you #1? Assured success. Well, okay, maybe not assured. Success only came if the keywords were relevant to your site users, but it was the only real roadmap to generating site traffic and revenue.