As Google has evolved over the past decade, one thing has always been debated by small retailers - would I be better served by utilizing a smart SEO strategy or go with a smart Pay-Per-Click strategy? A decade ago, SEO was a much easier undertaking. There was fewer competitors trying to rank for keywords and Google hadn't quite figured out how to deliver visitors with ads relevant enough to click on. But all that's changed.
In 2010, Google made $28 Billion (that's with a B) in advertising revenues. With 80-90% of this generated by AdWords campaigns, Google has a huge (and very profitable) reason to continually find ways to drive more and more traffic to the paid search areas of the Search Engine Results Page (SERP). SEO still has a major role in any online marketing strategy, but studies are showing PPC is “rising dramatically in its importance.”
This report on Practical Ecommerce is very insightful and shows that advertisers can no longer afford to take a hard stance on the SEO v. PPC debate. To read the entire article, "Pay-Per-Click Advertising Becoming More Important?", click here
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