The Benefits of Natural Search Engine Optimization over Pay Per Click
Will a 2% difference in business performance break your business? Probably not
but this is the way that most people think without knowing it. Case in point, when
discussing an SEO campaign about a particularly competitive term in the construction
industry, our potential client disclosed that he was buying a few new dump trucks to
ease the load (no pun intended) on his business.
Later when it came to discussing the price for his campaign for this competitive
term, the $5000 a month fee made him stagger. He said but that’s $60,000 a year. He
was ready to be finished with the conversation until I pointed out that he positioned
the potential for the profit of ranking for this term in the millions.
So I asked him how much of an increase in his business would this represent and he
said he would triple his business at which point I pointed out that he said he would be willing to buy a new dump truck which would only increase his productivity by 2%,
a truck that costs over a $100,000 but that he was not willing to purchase a service
that cost less than the truck but would improve his business by 300%.
It is this same philosophical problem that arises from marketing managers who have
become extremely comfortable with using large PPC (Pay Per Click) campaigns to be
the one and only marketing strategy for the web. This is the type of strategy that
can lead a company to bankruptcy!
When using a PPC campaign only you will need to have either the best price or best
quality or both to survive against your competitors because if you don’t have at least
one of those going for you, you will always be in a position of spending an incredible
amount on PPC to get only modest gains. If your product or price is weak, you will be
counting on the pure saturation of your ads to attract only the lazy public who won’t
search further to realize that they can do better than your product or service.
With Natural Search Engine Optimization, over time your spend will decrease as you
gain a natural ranking that doesn’t disappear like PPC when you stop spending. Now,
let’s imagine that for one reason or another that a few of the big players begin to
seriously up their bids at a point in your campaign where you are just barely getting
a margin, now this is a recipe for disaster! Without a Natural Search Engine
Optimization campaign in place your product is dead for a while from the lack of
visibility. Let this go on for a long while and you could see the destruction of
your company. Don’t let this happen. Think ahead! Think SEO!
