Search Engine Optimization Tips Blog

Most people think that their SEM advertising budget should be spent primarily on PPC. These same people generally acknowledge that SEO is important, but don’t really allocate much funding to it. In fact, the spend in both departments breaks down to a highly uneven 85/15 split in favor of PPC.

Interestingly enough though, the visibility and traffic from the result pages swing almost as hard the other way. The organic search listings (on the LEFT side of the page get 75% of the users attention, while the right hand PPC listing get a measly 25%.

Is the revenue coming in from those who click on the PPC ads that much higher than SEO as to make sense to give PPC the lions share of the budget? Or is the lioness (SEO) doing all the work and getting the short end of the stick?

Interestingly, there are PPC ad campaigns you can run that utilize more SEO tactics than anything else. The money saved by utilizing the cheaper and more productive long tail keywords, for example, could be diverted to paying for time consuming SEO services like linking and quality article distribution. This in turn would increase a website’s value and move it up the SERPs, creating even more traffic and visibility.

The shift away from traditional PPC Advertising and towards organic SEO can be scary. Many SEMs can’t break away from the notion that they have to pay for every click of traffic they receive – but organic traffic can be so much more productive and yield higher grade results!

While the outlay for quality SEO may seem high at first, compared to the daily drain of pay per click campaigns it almost seems a bargain. in addition, you can often see your revenue rise sharply after a well designed and executed SEO plan is put into effect, as the better rankings on Google attract attention and clicks.

Perhaps SEM should be reevaluated to determine where those advertising dollars would do the most good – and SEO will finally start getting the respect it deserves! SEOs have been on the bottom of the pile for too long, but with the economy staggering and SEMs looking for ways to improve their ROI, perhaps the day of SEO has finally arrived. As Google continues to place emphasis on links and content, SEOs strive to provide more accurate, optimized results and the search engine experience keeps improving.

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