In a fascinating web Blog titled (link) ‘Paid Search Marketing’ I have copied vast chunks of the Blog keeping the structure of the form of the argument.
http://www.seoresearcher.com/paid-search-marketing-vs-natural-search-promotion.htm
The premise of the piece starts with:-
“Many web marketers see paid search marketing as the fastest way to bring traffic to their online shops. At the first glance the pay-per-click scheme looks easy: you bid on a keyword, higher bids get higher positions (Overture), and web users see your listing among the top results for your target keyword”.
The problem he identifies is:-
“You pay for your visitors and hope to quickly get targeted traffic. But more and more often you have to raise bids above the threshold of profitability in order to put your listings to the top of paid search results?”
The resulting question-
“Is it worth to do online business at all? --- is time to seriously consider promoting your website in natural (organic) search results”
The Blog analysis utilizes eye activity, i.e. eye-hit maps to show:-
“that web users search organic results first (even if they have to scroll down!) and only after that and not always look through the paid search listings”.
This produces a number of ‘facts’
“1. Natural Search pulls 250% more traffic than the paid search.
2. Paid Search Lives Off Natural Search - a parasitic system – it uses natural search to make money from the paid listings - - clearly – web users search organic results first (even if they have to scroll down!) and only after that and not always look through the paid search listings - that 63% of top organic listings will get a click.
3. Long Tail Search Keywords Convert The Best. -- One multiple-keyword phrase brings much less traffic then a generic one-word search term - even mediocre pages get substantial traffic
4. Natural Search Visitors Convert Nearly 30% Higher Than Paid Search”.
To Sum up the Blog said “
- For many websites more than half of traffic comes with long tail keywords than from shorter one-two keyword phrases. For some recently created sites almost all traffic is supplied by long tail keywords.
- Targeting long tail keyword phrases will bring more revenue since they represent a bigger part of your traffic.
- You will make more sales with long tail keywords because they have a higher conversion ratio.
- It doesn’t take much effort to rank well for long tail keywords in natural search results.
- You will get more income from visitors coming from natural search results because they convert better than those arriving to your website via paid listings.
- Having traffic from the long tail keywords in natural search results saves you your PPC campaign money”.
My interest here is that it would appear; that people doing the searching ‘discriminate’ when searching. They recognise that an ad promise to sell something, does not necessarily equate to solving the problem that invoked the reasons for the search in the first place.
This would imply that there is a need to rethink the approach advertisers should take on the Web.
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