Combining Your SEO and PPC Efforts

Happy New Year! I hope that everyone has had the opportunity to relax and enjoy the winter holidays with loved ones. I’m sure you’ve already guessed that I’m about to tell you that the time for relaxing is over! Now is the time to recycle your champagne bottles, pop a few Tylenol and really start thinking about how you are going to succeed in the next year.

Just in case the after holiday effect has set in and your mind is a little fuzzy, I thought I would get your wheels in motion with a bit of brain fodder. I have many clients ask me about the pros and the cons of both Pay Per Click (PPC) and Search Engine Optimization (SEO). “Which one is the better value?” they always ask. The truth is, when it comes to SEO and PPC advertising you should really have your cake and eat it too!

I have just finished reading this intriguing white paper published by a well respected online marketing research company, Enquiro. I will link you to the actual white paper at the bottom of this post, but in an effort not to overwork your brain too much this early in the year I will give you a brief run down.

Until now, we have only had our Google analytics to really tell us where our traffic was coming from. We had no easy way of gauging how our organic and ad placements affected our potential client’s behavior. With this glaring question in mind, Enquiro set up a study using Honda as their test brand and “fuel efficiency” as the brand attribute.

The results of first place placement in organic and paid listings for that brand attribute were simply astonishing. Here are the key findings:

  • “A significant lift in brand affinity: Online consumers who saw Honda in the top ad placement and the top organic search results were 16 percent more likely to think of Honda as a fuel efficient car than when the automaker’s brand didn’t appear on the page at all.
  • A significant lift in brand recall: Online consumers were 42 percent more likely to recall Honda if the company appeared in both the top ad placement and the top organic search result, rather than just the top organic listing.
  • A significant lift in purchase intent: When Honda was featured in both the top ad and top organic listings, purchase intent for Honda was increased. However, other automaker brands absent from the page suffered a significant decrease in purchase intent.”

The numbers don’t lie! How would you like to increase your client base by a minimum of 16% in 30 days with the potential for a client increase of over 50% in the next year? The question really is — why wouldn’t you?

My New Year challenge to all of you is this: contact us today and make an appointment with your Account Manager to come up with a complete search engine marketing strategy for 2011. Make the commitment to yourselves that this will be your year to take action. Don’t get left behind.