SEO Resolutions – #2 Saving Money
Welcome to our SEO Resolutions series. In this series of blog posts, we’re saying goodbye to 2016 and welcoming 2017 with some SEO resolutions for the new year. Second in this guide we discuss how effective SEO management can help you to reduce your PPC spend.
Save marketing money in 2017 with SEO
We all know that having a good looking but, unoptimised website is a bit like opening a shop in the middle of a labyrinth, 100 miles from the nearest village. No matter how good your product or service is, if people can’t find you they will simply find another solution.
The number one place for your potential clients to reach you is via search engines with 87% of all UK searches in 2016 were done by using Google (www.statista.com). So to get out of the labyrinth and onto the High St, you need to get your website to the top of the SERPs. We all know that there are two methods to achieve this, PPC (pay per click) and SEO (search engine optimisation). But how can they work together effectively to bring your customer acquisition cost down?
Paid vs organic search
PPC by its very nature means that you’re paying to appear at the top of the SERPs but it can lead to a lot of wasted marketing spend. In fact a ‘good’ bounce rate from PPC click throughs is around 40-60%. If you’re spending £5k/month on PPC this could mean £36k/year is spent on getting people to your site for just a few seconds. Just imagine what else you could be spending that money on.
SEO is a very different beast. By using organic search methods (technically sound website, high quality regular content and a robust link-building strategy) you can get to the top of the organic (non-paid for) listings on the SERPs without giving Google any of your marketing budget. However, unlike PPC this cannot simply be switched on or off and it is unlikely that you will reach the top spot on Google without some dedication and hard work. Although some things can move very quickly, we recommend to clients that at least three months is needed to see real progress with their organic rankings.
SEO does however have some very big bonuses. First, you aren’t paying for each individual click through the your website, so if 40% of your visitors bounce straight off, it hasn’t actually cost you anything additional. Second, organic listings have a higher click-through rate (CTR). A study by New Media Campaigns in 2016 showed that organic listings had a staggering 8.5x higher CTR.
Can the SEO tortoise and the PPC hare work together?
The simple answer to this question is “yes, absolutely”. Any first-year marketing student can tell you about the importance of the marketing mix. Your online marketing is no different. PPC is a highly effective way of generating instant traffic. The real benefit of doing the two in conjunction is that once your SEO strategy has started to take effect you can start to reduce your PPC spend. This in turn will bring your customer acquisition cost down.
The first step in cutting your PPC spend is by analysing your advertising against your organic rankings. If you’re ranking at number 1 for one of your target keywords then there is absolutely no need to also be spending on PPC for this keyword too.
If your New Year’s resolution is to lose some weight from your marketing budget and slim down any unnecessary spend why not have a chat with us at Tamar. We will be able to analyse where you can save some money and where you can reinvest in order to lower your client acquisition costs.