Search Engine Optimisation (SEO) is nothing new, and neither is pay-per-click advertising(PPC).Both have been internet industry tools for the better part of a decade, so it’s a bit strange to think that many people are still very unaware about what they are and do, especially considering they’re bombarded with it everyday.
Contrary to claims made about it, PPC management is real money, only if used properly. It’s easy to dismiss PPCs as an internet quirk companies made up to explain advertisement spamming, because they don’t look like they actually do anything.
Statistics show that web users sometimes can’t tell the difference between paid ads and organic results in a search page. Seventy percent of people click on the natural result, which makes both SEO and PPC partners in crime.
Partners in Clicks
How is that so, though? By the logic of the statistics, organic results are more successful than PPC ads, and that probably means only SEO is worth pursuing. People who make this argument forget that SEO is subject to change in user behaviour and algorithm updates.
It takes time to optimise a website and have it reach the first page. PPC, however, can get websites on the first page of results from day one. This means that once the SEO page reaches number one, the site has two results appearing on the first page, tripling their chances of being clicked.
Triple? Is this post full of dubious math? Yes triple, because multiple results on the first page does two important things. First, it increases your real estate at the top of the heap; and second, it will increase the credibility of the site.
The triple feed works like this: one group (70%) will click on the natural result, another (30%) will click on the PPC, and there will be a crossover group that will inevitably click on both links during their search. If only half of each of the first two groups were crossovers, that would give the site a 50% chance of being visited by the same user twice.