Last Updated on June 6, 2020 by Rick Rys
Read how Google organic search (SEO) versus paid search (PPC) results work, and why you need search engine optimization to win with evergreen organic search listings.
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Marketing Paradigm is Changing With Search Engine Results
We are just at the tip of the iceberg of what Google can do for your business. Is your business in the game?
The old way of doing business is changing FAST. The Internet has changed the business world.
Marketers have used ‘interruption-based’ techniques (advertising, cold-calls, trade shows, and direct mail) to push out their message far and wide in hopes that it will attract a few qualified leads.
This approach is becoming less and less effective.
Stop throwing cash at these methods because your prospective clients have thrown up barriers to block these methods.
Consumers are getting better at filtering out interruption-based messages: caller ID, SPAM filters, DVR-TV, satellite radio, and do-not-call registries.
Think about how your conventional/interruption based sales method is costing you money: travel expenses, phone expenses, entertainment expenses and most importantly, time.
Ways Consumers are Blocking Advertising
- SPAM filters with email
- Caller ID with smartphones
- Ad-Blocker software in web browsers
- Blocked phone numbers
- Do not call registry
- Recycle bins with printed material
- No solicitation signs
- Digital video recording (DVR) with cable/satellite TV
Consumers are Smarter With Their Purchasing Decisions
The Internet presents a quick and easy way for clients to do their homework, conduct research and make buying decisions online.
Marketing is moving away from an interruption based approach into a permission-based approached. Think about it, we are bombarded with marketers throughout the day and we go to great lengths to thwart their efforts.
How often do you pick-up your phone when it rings?
Today your clients are going online to start their purchasing process. Studies show that 8 out of 10 of B2B (business to business) buyers start in Google, while the balance of those says they sometimes Google potential vendors.
These are staggering numbers if you do not have a presence on the Internet.
In order to remain competitive, businesses need to utilize permission-based marketing techniques to get found by prospective clients when they are searching for your services.
Search engine optimization (SEO) is the solution to winning the battle of organic search listings.
How Google Search Results Work: Organic vs Paid Search
There are two kinds of search results in Google: organic and paid search results.
Search results are based on keywords (queries) the user is searching for in Google.
Google has made search engine results pages (SERP) more confusing to the user. Organic and paid search results used to be clearly defined: organic results on the left side, paid results on the right side of SERP.
Notice in the image above, there is one continuous list inserting paid search results amongst organic search results.
Google’s paid search results are sneaking into the top and bottom of search results more frequently.
Paid search ads are known as pay-per-click (PPC), where you pay each time someone clicks on your advertisement.
The PPC click rate is determined by the competitiveness of the keyword. Examples of keywords would be asphalt paving, kitchen cabinets, brick pavers, etc…
Organic search results are ranked by search engines according to relevance to keywords.
Relevance is calculated by criteria such as density of keyword match, how the website was built, and the number of websites that link into that website, amongst many other factors that play a role.
The Google search algorithm uses over 200+ different criteria to rank organic search results.
Getting ranked high in organic search results is much better because it is free and studies show that 3 out of 4 web searchers click on organic search results versus paid search results.
Studies show that users who click on organic search results are most likely to have higher levels of education.
Google Organic Search is Best for Search Users
How do you get found in the organic search results?
The techniques that help your website get higher rankings in organic search results is known as search engine optimization or SEO.
When SEO is done effectively, the people who are looking for your service or product will find you more often.
More: Read our SEO strategy with Google
SEO is a very complicated and technical process that we will save for another day, but I will tell you that roughly 30% of SEO results from on-page factors and the balance from off-page factors.
What is the key takeaway from all this?
Permission-based marketing is very easy to measure, meaning it allows you to see your return on investment (ROI). Traditional marketing methods are much harder to measure effectiveness and therefore harder to tell whether the money you spend is actually turning into sales.
If you can’t measure it, you can’t manage it.
You may be thinking, ‘Why do I need to do this if my current marketing methods are working?’
You will notice that your clients are now asking more questions because they are getting more informed about what they want to do.
You will notice more competition and eventually, this will cost you profits.
Paid Search is Expensive: That’s What Google Wants You To Do
Unless you have a very large budget for advertising, an organic search strategy will be better for your organization in the longer run.
Evergreen content (organic search results) will continue to provide you with quality traffic for years to come, returning ROI every month.
Another consideration to emphasize organic search results is that 3 out of 4 search visitors will click-thru organic listings in search engine results pages – SERP.
Get in now and drive prospects through permission-based marketing and feed your sales organization with qualified leads from an effective SEO strategy that targets organic search results with Google search.
Consider combining organic and paid search together for an even more successful digital marketing campaign.
What is your organic search results success with Google?
If you are interested in talking to us about a new digital project,
please send us a message or call us direct at (248) 974-8866.
Syreo is an SEO Consultant based in Detroit, Michigan. Syreo’s search engine optimization + SEO experts work with Fortune 500 businesses throughout the United States including Detroit and New York City. Syreo consults companies to increase revenue organically, through thoughtful digital marketing tactics and the expert use of search engine optimization + SEO. Syreo understands how to bridge the gap between the CMO (Chief Marketing Officer) and the CIO (Chief Information Officer), bringing data, science, and technology to life through creative storytelling that all stakeholders can understand and embrace. Syreo understands the importance of visual design that generates great user experience (UX) that converts into marketing goals through web analytics.