Search engine metrics are dense. Also, not much is known about the inner workings of logistics. What those of us on the outside know are generalities, augmented through trial and error experimentation. To further complicate matters, search engines change their algorithms periodically. One such change happened in late 2011, Google called it “Panda”. As a result, the dynamics of using article directories for backlinking have changed. Although the change was minor, the hysteria leading up to the update made many uneasy.
What is publicly known about search engine processes is staggering. We all know that there are two types of population SERPs or search engine results page rankings: PPC and organic. The differences are not only in aesthetics, vertical appearance and price but in statistics.
pay-per-click units
Everyone who has been on the world wide web is familiar with these comprehensive search results. After typing a search term, the top results are highlighted and appear with a pseudo-disclaimer, alerting the viewer to the fact that the top results are paid ads but not search engine endorsements.
Known as “PPC” or Pay Per Click, these results are the product of what filmmakers and television executives call “product placement.” The advertiser is paying a premium to be at the top of the SERP. With that kind of exposure, it’s almost certain to conclude that there’s a substantial return on investment. But the truth of the matter is that he might look better as some sort of loss leader. Surprisingly, only 10 to 15 percent of click traffic is generated by PPC units. Not much for the money.
Another way to measure this underperformance is to put it into perspective. Approximately 7.5 billion Google searches are performed each month in the US alone, according to Tech Crunch. Of those, about 30 percent are redundant searches, meaning different users are searching for the same items, such as “cheap computer tablets.” That leaves a hefty 70 percent for what’s classified as “long tail,” or searches that are irregular keywords or search terms that only happen a few times a month. Incredibly, Google has made it known that a fifth or 20 percent of those 7.5 billion searches are for the first time.
That means unit PPC must be one of the most searched terms in the 30 percent of redundant queries; this is likely not the case.
Organic SEO campaigns
Organic SERPs or populated results are those links that are returned after performing a keyword query. They appear below the PPC results but drive much more traffic.
Because?
Organic campaigns are different because they are done through natural search behavior. A well-visited site with quality content and a myriad of third-party inbound links outperforms PPC. In fact, 85 to 90 percent of all click-through traffic comes from organic search results, much better than any pay-per-click campaign can demonstrate. The reason for such a demonstration is simply because to the human eye and mind, organic results are reliable. They get this accreditation due to their popularity.
The moral of the story is PPC, no matter how cheap, just doesn’t deliver. It is better to leave SEO to cultivate organic results. Also, once the PPC campaign ends, there is little after effect. Organic SEO, however, remains and grows.