Organic traffic is like a gift that keeps on giving, you can continue to target the keywords you want and when it works there aren’t a whole lot of downsides to it. So why are paid traffic sources still so popular amongst business owners small and large?
Organic traffic usually requires that you redesign, or at least perform monthly audits on your website. Google’s algorithms change 500-600 times per year, with major changes rolling out monthly that help the engine better identify sites that a user is searching for. That means that you need resources dedicated to making adjustments to your site, expanding your content and actively pursuing new relationships. It’s not something you just set and forget, especially in competitive niches.
Not to say that paid traffic makes things simpler, but there are fewer obstacles to getting traffic so you can focus more on your messaging. Paid traffic does require careful keyword research to discover low-cost niches to pursue, and extensive testing to perfect your campaigns. Even when campaigns are consistently performing at high levels, you must still establish a system to check them regularly to see if they meet or exceed their campaign spending limits.
Many companies are beginning to opt for a broader approach that encompasses both of these strategies. For a small budget, companies like SEOInc.com can maximize the ROI of a PPC campaign while you focus on the SEO you are familiar with. PPC management also takes the load off of your plate and gives your staff one less thing they have to focus on. Your marketing department is only so large, and you already have projects to contend with. Outsourcing PPC so you can focus more on relationship building might give you an advantage over competitors trying to do everything in-house.
Organic traffic targets users based on their keyword searches, which can be a strong indication of what the user actually wants. It’s still guess work based on a small subset of parameters, but you can use on-page analytics to determine more about the user’s that visit your site and what they do there.
Paid traffic looks at your ad and its effects on the user, measuring conversions vs copy effectiveness. The difference is that organic traffic will help shape your brand and make compelling offers, paid traffic will help improve your messaging and increase conversions. Both are valuable to your business’s potential to reach new customers.
One advantage to PPC is that you can shop around for a network that will give you quality traffic for a low cost. AOL’s Advertise network, and the Bing advertiser’s network are two strong sources of traffic that offer consistent quality for marketers.
Advertise.com is another network that may offer traffic in your niche by keyword or as a contextual on-page ad. Display advertising has also become a popular medium for advertisers, allowing text ads to appear on blog posts or as keyword links that a user is looking for.
PPC tends to focus on direct response from the end user that gets them to do something like order or request a quote. Have multiple methods to track your conversions and monitor your traffic as you want to make sure that you’re getting what you pay for. Test that your conversion pipeline works, and that the user can navigate it without too much trouble. These unexpected hiccups are easy to miss in development.
SEO often relies on users returning and measures user engagement and rank as opposed to conversions and bottom line. Google’s Webmaster and Analytics applications both offer methods for you to track the progress of your SEO efforts. Frequently review guest posts you make and respond to any new feedback you receive so that organic efforts continue to pay off.
Check out this infographic to learn more about the benefits of PPC. Then share your thoughts in the comments section – When might it be more beneficial to pay for traffic and when should you focus on building organic traffic?