Paid Search Results vs. Organic Search (SEO) Listings

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    Paid Search vs. Organic Search (SEO) Listings (70-80% of people ignore paid search results, choosing to only click on organic listings)

    What It Means For Your Business:

    Despite your initial thoughts, this doesn’t mean paid search (PPC) is a waste of time. Depending on your business and specific services or products, pay-per-click advertising can still have a positive return and make sense in certain situations when it can produce a positive ROI. What this stat tells us, however, is that organic or natural search engine optimization (SEO) is a critical component of digital marketing and that developing an SEO plan should be part of your overall website strategy.

    If your goal is to increase visibility to your website and brand, improving your site’s optimization is one of the best ways to generate website traffic and to improve lead generation.

    Next Steps:

    If you haven’t done so already, I’d suggest developing an overall search optimization plan for your website. Consider including the following components in your plan:

    • Marketing Stat of the MonthSEO Keyword Research
    • On-Site SEO Plan
      • Website Content & Content Architecture Plan
      • Foundational On-Page Elements (blocking and tackling)
      • Functionality (Site Speed/Load time and Mobile-friendly structure)
      • Content Management System (CMS)
    • Off-Site SEO Plan
      • Social Media Marketing
      • Linking Strategy
    • Ongoing Content Marketing Plan

    Recommended Reading:

    Below are a number of blog posts related to SEO that might help you in your planning.

    If you need further assistance, please contact Marketpath to learn more about our SEO and digital marketing services.


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    About the Author

    Kevin Kennedy

    Kevin Kennedy, Marketpath’s VP Marketing and Professional Services, has been working on business strategy, digital marketing, and website technology for over 20 years. Prior to joining Marketpath in 2009, Kevin worked for Delta Faucet Company, including roles as Director of E-Business, where he led the company's technology strategy, and Director of Interactive Marketing. 

    Kevin graduated with a B.B.A. in Finance from the University of Notre Dame and received his M.B.A. from Eastern Michigan University. In his free time, Kevin enjoys spending time with his wife, Bridget, and their five children, travel, and various sports activities, while also participating on the non-profit boards for The Children's TherAplay Foundation and Juega Como Campeon.

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