Even though one cannot force an audience to visit their page, there are still a lot of strategies you can adopt to increase visitor count. Those strategies often include either paid search results or organic search results — and here’s a breakdown of why organic will always win.
1- Search intent of prospective customers
Any person who types a specific set of keywords on a search engine has some sort of intent. If a website owner can understand and predict the search intent of their audience, they will be able to predict what keywords their potential customers are likely to use.
Organic search results, particularly ecommerce SEO, can tell you something different about the user as compared to paid search results. For example, when a customer is searching for any website/content, they will be likely using any one of the following keyword types:
● Navigational keywords – used when someone is looking for a particular website
● Transactional keywords – used when someone is ready to convert
● Informational keyword – used when someone is searching for information
● Commercial keyword – used when someone is ready to buy your product
If you are on a barebones budget, the information achieved from these four keyword types will be helpful. To achieve this, it is mandatory for the website owner that their content completely matches the visitor’s search intent.
2- The organic search result is long-lived
The greatest weakness of PPC is that they require constant finances and manipulation. If these criteria are not satisfied, they tend to lose effect almost immediately. Organic search results, on the other hand, are harder to wipe off — once you optimize your content, it requires comparatively less maintenance than the former. They last years after they’re established.
In order to drive organic traffic you need these three assets:
● Content creation
● Brand building
● Social media marketing
Keep in mind that these assets are there to stay and keep going up in value as time passes. It’s just like a scheme that funds itself.
3-Organic search results cost far less
Organic search results are far more cost-effective than PPC in the long run and if you do it properly, they last for a longer time at an affordable cost. The cost of each click runs high and even then there is no certainty that those clicks will prove to be effective baits for customers.
SEO and PPC are different in many ways, but ultimately SEO will offer the best long-term results at the least cost.
4-Organic traffic brings in more regular customers
The beauty of organic search results is that they bring in customers who feel the need to engage, and if their needs are not satisfied by creating rich content, then these customers can be easily lost. If your website ranks for a relevant keyword, you will enjoy regular targeted traffic.
5-Organic search results enjoy a credible reputation
Organic search results are more trusted by customers compared to pay-per-click sites. When a page is seen on top of a search, it is more likely to be clicked on if it is organic. Customers bypass paid results and click on the top organic results because they are looking for the most trustworthy and relevant answers to their queries. A top search result that appears to be a sponsored result doesn’t appeal to a customer as much as an organic result. According to research, 75% of clicks are organic.
6-Organic search results play a vital role in brand building
Each time a search result leads to a particular website, it creates the expectative in the mind of potential customers that the brand is respectable — which in turn helps with brand building. Every second Google processes around 40,000 search queries. Now imagine that every time someone searches for a keyword in your niche, they find you. If you are constantly being shown up in the search results, it will directly lead to extending your brand equity as well.
7-Organic search result acts as a marketing asset
It’s a no-brainer that everyone resorts to Google when presented with a problem. This enables search engines to understand more of their customers’ search habits and the keywords they use to communicate. This can be used to your advantage by analyzing their traffic and tailoring it according to your customer’s needs. Organic search results give you a real marketing edge over paid results by providing audience insight, which in turns helps in understanding the measures you need to take — all based on the CTA that your audience responds to.
8-PPC might not be targeting the right audience
Unfortunately, PPC carries a big weakness: they will judge a potential client based on their biodata and geographical location rather than gaining an insight into their interests. This leads them to lose clients who are not interested in the links that are shown to them in top paid searches.
Having discussed all aspects of organic search results over paid search results, it should be evident by now that SEO is highly important but you need to make sure you do not get discouraged by the fact that organic leads can only be obtained through a long-term strategy. Moreover, your PPC results will be assisted directly by your SEO efforts.
In paid results, the money input is directly proportional to the traffic; take away the money and most of the traffic goes too. Variation matters and is considered good, but nothing can beat organic.
**About the Author: Zeeshan Khalid is a Web Architect, an eCommerce Specialist, and an Entrepreneur. He is the CEO and founder of FME Extensions, a leading e-commerce web design and Mangeto2 development agency. Over the years, FME Extensions has successfully delivered projects in Magento, WordPress, WooCommerce, Joomla and other CMS/shopping cart platforms. You can find him on LinkedIn.