Natural SEO vs. PPC advertising
According to the results of the
iProspect Outsourced SEO Metrics & ROI Study (PDF
link), 35% of the surveyed organizations that promote their
web sites with natural search engine optimization (SEO) and
pay per click advertising recognize a higher return from SEO.
This compares to just 11% of marketers who report that PPC
ads produce higher ROI. That means that three times as many
webmasters who can measure the ROI of each method recognize
a higher ROI from natural SEO than from PPC advertising.
Should you use PPC or SEO to market your web site?
The study confirms that you shouldn't focus on paid search
engine advertising. While pay per click can be a good addition
to your normal web site promotion activities, you'll receive
a better return on investment (ROI) with natural search
Many webmasters that are new to web site promotion choose
only pay per click advertising. Optimizing your web pages
for natural search engine results involves a lot more work
but in the long term, you'll receive a much better return
on investment with natural search engine optimization. The
numbers speak for themselves.
How to get a better ROI with your natural search
To get a positive ROI with your natural search results,
it is very important that your web pages are optimized
for high search engine rankings.
It is equally important that your web pages are optimized
for the right keywords. You will only get a positive ROI
from natural search results if you target keywords that
attract web site visitors that are interested in buying
Details on how to find the best keywords for your web site
can be found in our free SEO
How to get a better ROI with pay per click advertising
Getting a positive ROI with pay per click advertising also
depends on the keywords you use in your pay per click campaigns.
In addition, it is also very important to use the right
text in your PPC ads.
Use the wrong texts or keywords and you can pay a fortune
on pay per click ads without getting something back. Take
a look at this Google
AdWords book to find out how to optimize your Google
If done correctly, pay per click campaigns and natural search
engine optimization can both contribute greatly to your bottom