As a business owner, it can be frustrating to find that regardless of how much money and effort you invest in search engine optimisation through website programming, blogging, article writing, online PR and social media, other organisations will still appear ahead of you for relevant key words.
This is simply because Google will always place Pay Per Click advertisements ahead of any organic listings produced for individual search terms.
So why shouldn't you simply abandon organic search engine optimisation work in favour of a Pay Per Click campaign?
There are plenty of reasons.
Firstly, and most importantly, although other organisations may appear first in the rankings, it doesn't necessarily follow that viewers will automatically click on those entries first. Paid for listings are clearly identified and segregated from organic listings. Research has shown that 80% of Google users in fact never click on PPC entries, choosing instead to click on one of the organic listings, usually on page one of the return page.
Both consumers and businesses are weary of being bombarded by advertising on a daily basis. In many instances, the organisations behind the paid listings offer only a tenuous link to whatever it is the viewer is actually looking for. For these reasons, many internet users have grown to mistrust advertising and would prefer instead to investigate organic entries which usually deliver information more appropriate for their needs.
Imagine however, that SEO experts across the world were telling organisations they had a fool proof way of ensuring they appeared on the first page of Google each and every time, for an extremely popular phrase - "restaurant in London" for example. If this PPC technique was effective both in terms of cost and results, how many London restaurants do you think would immediately sign on the dotted line? The fact of the matter is, only a small number of both PPC and organic listings can be accommodated on page one which means that only those with the largest budgets tend to gain a high listing using PPC. To prove this point, at the time of writing, a search on the term "restaurant in London" brings up The Ivy and Harvey Nichols at the top of the list. There is little opportunity for anyone else with a smaller budget to compete using a PPC campaign.
Search engine optimisation is not a tool for a business owner who is not prepared to invest heavily in terms of time and effort. Researched and executed carefully, a high organic Google listing is, in most cases, achievable for relevant words and phrases for organisations with even the smallest of budgets.
The key to effective search engine optimisation is content, not money. Provide regular updates and content relevant to your target market and you will begin to build up significant online influence. An increase in traffic to your site, regularly read articles and a high number of social media followers will, in turn, result in an increased number of links, all of which will certainly attract the attention of Google spiders.
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Now most of the users don't click on ppc links but still conversion rate on ppc links is high because only those click on ads who want to buy things.
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