|  | | SEO and PPC: What Local Retailers Gain By Using Both by Kamau Jackson | SEO vs. PPC? -- Wrong Question
As pay-per-click (PPC) ad
prices continue to rise and margins begin to shrink; larger
corporations have already begun to increase their organic SEO spending.
But for SMBs exploring the possible advantages of an SEO investment,
there is a uniquely frustrating challenge:
The inability to estimate the results of SEO-- and the time it will
take to realize them-- makes a sound cost/benefit analysis elusive. The
popular misconception that PPC and SEO are the "fast" and "slower"
versions of the same thing complicates the evaluation process even
more.
Without a clear understanding of how SEO is implemented, it's
impossible to identify, much less, quantify, the wide-ranging benefits
of the SEO process. Within small to mid size businesses, the impact can
be profound.
The paid advertising model is exactly what it says-- advertising.
Search engine optimization is not. While search engine prominence is
the most widely recognized goal of SEO, that's far from being the only
business value it delivers.
How Quality Web Content Boosts Local Retail Sales
Consumers
have spoken. They want information-- and visit 3-5 websites looking for
it before they buy. There's also ample evidence to show that shoppers
who search online before making offline purchases spend more than those
who don't.
In a recent study by TMP Directional Marketing, the leading local
search and yellow pages marketing agency, 60% of the consumers surveyed
said they first go online for conducting a local search. The research
showed 82% of local online searchers follow up offline with an in-store
visit, or phone call. Of these, 61% made purchases.
PPC can effectively deliver the traffic, but optimized website content
is what, ultimately, drives the sale. Since content development is at
the heart of SEO, it makes good business sense to leverage both.
SEO Step 1: Competitive Analysis
Even though shoppers have expressed their desire for information,
millions of retailers still don't know what to provide-- or where to
find it. Here's where SEO can help.
The first step in SEO, competitive research, will expose the minimum
level of information required in a given market-- and the maximum
that's being offered. Typically (depending on industry) you'll find:
- Product comparisons
- User reviews
- Upgrades, features, and updates
- Manufacturer recalls
- Software tools (calculators, etc.)
Retailers who create the best content go beyond a feature-centric
focus. They consider, at each buying stage, the problem a shopper is
trying to solve. The goal is to offer the quality information that
eliminates the need to shop any further.
"Solution-centric" Content Is In Your Own Backyard
Some of the best sources of information of value to buyers will often
be found within your own business. One of the most compelling (and
underutilized) sources is that of current and former customers.
According to the "Social Commerce Report 2007", customer product
reviews are increasing both retail e-commerce traffic and conversion
rates.
Over half of online retailers in the U.S., the UK, and Europe-- when
asked about the effects of customer ratings-- said their overall web
site conversion rates had gone up in the past year.
- Over three-quarters said their site traffic had increased
- 42% also said their average order values grew
- 59% thought improved search engine optimization was a major benefit
Granted, there are other ways to design a content building
strategy aside from one that includes SEO. The most commonly used
alternative, however, is strategically less effective. Here's why:
SEO Puts Retailers Back In The Drivers' Seat
When companies invest too heavily in traffic before considering how
efficiently they can convert it into sales, planners and, especially,
managers find themselves in a reactive position. The sudden influx of
traffic illuminates every deficiency in a website, while offering few
clues as to what needs to be fixed.
A more deliberate content optimization strategy allows you to
be more proactive. The result is better fiscal control and more
accurate outcome (and income) projections.
When SEO-driven traffic supplements that of pay-per-click, overall
costs per visitor are substantially reduced. Higher conversions with
reduced cost per visitor increase both net profit and ROI.
(Research by E-consultancy and Bazaarvoice-- quoted in eMarketer 08.07.07)
(TMP Study Finds Shoppers Research Online; Buy Locally-- from businesswire.com 08.10.07)
About the Author
Kamau Jackson is a Chicago internet marketing consultant. This article was adapted from The SOAP Report: A Search Optimization And Planning Guide. (27 pgs. w/expert resource links). Get A Complementary Copy here:
search engine optimization
|
↑ Grab this Headline Animator
Have Questions? Call us Toll Free 888-312-7839 or
Email Us
Our owners have seen their
website traffic at least DOUBLED or TRIPLED!
More traffic = More Sales!
So get started today! Sign up now and let us help get traffic to your Yahoo! Store!
We accept all major credit cards, Paypal, and U.S. Bank Checks.
| |
