Using SEO and AdWords To Drive Inbound Marketing Results
The second excerpt from Chapter four of Integrated Marketing Communications and the Capture of Joseph Kony.
We look further at the range of new, powerful inbound marketing tools that are changing the way business’s are connecting with customers. Not only are inbound marketing tools cheaper than traditional marketing tools but they are far more effective and scalable.
One of the most common inbound marketing tools that many business owners and marketers are familiar with is Search Engine Optimisation or SEO. By ranking highly on page one of a search engine (Google), you stand a much greater chance of receiving clicks to your Website.
Now, there’s a lot of discussion as to just what percentage of clicks are received by a number one ranking and clicks to positions two through ten but one thing is clear – the Lion’s share of clicks goes to listings on the first page of Google. So, if your business doesn’t show-up on page 1 of Google for your relevant search terms you don’t stand much chance of receiving any clicks to your Website or other content.
Google Ranking Research
Some of the latest search ranking research by Optify shows that a No. 1 position on page 1 will be clicked-on by around 36% of searchers while positions 2 and 3 will be clicked-on by 12% and 9% respectively. The majority of customers searching for your product or service won’t ever visit page 2 and they hardly visit the bottom half of page one!
Pay-Per-Click Advertising
Of course, it’s important to also consider the paid advertising listings that show-up on the right and sometimes at the top of the ‘organic’ listings. Paid listings such as AdWords which appear on Google’s search site, are based on a Pay-Per-Click (PPC), model. That means that you only pay when someone actually clicks on your ad.
The great thing about PPC ads is that they are contextually based on the keyword term that the user is searching with. This means that the ads are a lot more relevant to the user rather than the ads we see in newspapers and on TV. PPC ads can also be created and start bringing visitors to your Website within the hour while SEO can often take many months to achieve good results.
Takeaway
If your business is not ranking well for the words that describe your products and services, then you’re not getting found for them by potential customers either. In 2012, it’s even more vital than in the past to rank well in the range of different ‘blended’ organic results now displayed such as places and map listings along with ranking well in the paid advertising listings.
Key Concepts and Statistics
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Worldwide, we conduct 88,000,000,000 searches per month on Google alone
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52% of Google users click on an organic search result found on page one
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46% of daily searches are for information on products or services
In the next post, we’ll continue to explore Chapter Four of Integrated Marketing Communications and the Capture of Joseph Kony and how the tools of inbound marketing are attracting more customers to businesses at much lower costs than with traditional marketing methods. Follow along and feel free to comment, discuss or like us.