The importance of organic search results
Why are organic search results so important?
88% of the money spent in online advertising is spent on pay per click marketing in mostly Google.
85% of the searchers however, click on ORGANIC results and NOT on paid results.
What does this mean?
This means that companies are spending a lot of money on PPC marketing and for most of the companies are not focusing at all on organic results. For many companies it is difficult to measure the results of organic searches and the return on investment in for example content creation and off-page SEO.
When you know however that when your company is only found in either organic or paid results you can expect about 60% of the clicks (depending your position of course). When your company is found both in organic AND in the paid results and you are high up the ladder, you can expect up to 92% of the clicks.
Then of course there is the growing add blindness and the feeling of trust that is generated with organic results. These two critical topics tell us that organic results are becoming more and more important.
Organic searches are a long term investment
Now of course it is important to make sure that your investment in organic search results will pay itself back. The most important thing to realise when investing in organic searches is that is a longterm investment. Of course PPC will not be, since this will stop as soon as you stop pumping money in it.
Organic searches are both good for building trust when you are found high in the search results and besides that it will be VERY good for brand awareness because people will see your brand more often.
Combine PPC and Organic
When you combine both PPC and Organic searches the number of received clicks grows a great deal so this is definitely a good strategy to follow!
How to do it?
To make sure your shop is in the most busy street in town and not in some dark alley 30 minutes outside of town with criminals trying to take out your customers and of course to make sure your door is open… there are some things you need to do…
As I mentioned the two most important things to do (after of course make sure your website is built up so that Google can actually find it!!) are to create good and unique content and to use off-page SEO strategies that work.
How to create content?
First of all, make sure the content is unique!
Second of all make sure the content is an answer to the question that your readers are looking to answer. For example in this article the question to answer is “How important are organic search results?”
Google will know if the content you created is good content as soon as a visitor will stay for a longer amount of minutes on the page and/or your website. When you are reading this sentence it will probably mean you are on this page for about 1 or 2 minutes and hopefully you will want to find out more about me and who I am to tell you anything about Google.
How to do off-page SEO?
My business is mainly to help companies with off-page SEO. This basically means to help Google find their website for certain topics and so get them found in the organic search results. I do this by helping companies make important SEO changes on their website (onpage) and also place high quality backlinks.
One of my main clients until now is Dutch marketing company Bengelmedia. We have helped this marketing company to get to the top of www.google.nl (so not google.com) for several keywords such as “marketing bureau” , “marketingbureau” , “marketingbureau Amsterdam” , “actiemarketing” , “actiemarketing bureau” and “marketingconcept” . As you can see for for example “marketing bureau” there is a VERY high number of search results and we were at the top of the first page within just about three months.
With a relatively low investment they now have several new large clients who found them in the trustworthy organic search results where the top Dutch marketing companies should be found… These investments are longterm and within 6 months have paid themselves back…
Combining offline and offline
This is just an example to show you that being found in the organic results is more important than you might think. Specially when you want to be found during an expensive offline marketing campaign.
When you are paying a large amount of money for example to have a commercial on television for lets say a certain website “turnintoapinkelephant.com” and during the commercial and television program people will not be able to find you when they Google “turn into a pink elephant” then you are missing the boat and will very likely be throwing away a lot of money just because you didn’t realise the importance of the organic search results.
