Barn Organic
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Barn Organic
Organic Search vs. PPC?
Should you invest in Pay Per Click (PPC) or organic Search Engine Optimisation (SEO)?
This is a very big question and to a lot organisations the answer will be both but all too often the wrong decision or balance is made between the two.
We will try and discuss this topic by looking at an example.
One of our customers had a large online marketing budget and they purely allocated this to PPC which did bring in good results. When we were asked to evaluate the website we discovered a whole lost market. When google displayed results you only spotted this company in the sponsored results which meant every person arriving at the website came at a click cost dependent on the keywords. They appeared out of the top 5 pages of natural results for all search terms. We also found a considerable cost in the whole process of finding keywords to bid against and allocating budgets.
What we proposed was to move 25% of the PPC budget to organic SEO for a period of 6 months. We deemed 6 months as a realistic measurement time frame to cope with natural peaks/troughs in the business.
Before starting a detailed report was created of existing success rates and website analytics. This was the marker to compare against.
After just 3 months we started to see the website appear on the top 3 pages of the search engines and our analytics started to show a considerable growth in visitors.
After the 6 months were up the findings showed that organic visitors now accounted for the majority of web site visitors. We discovered that given the same company in sponsored and organic results people tended to click on the organic results, this accounted for the reduction in PPC visitors. The actual closure ratio (visitor to sale) was equal to that in the original PPC only campaign. This meant that sales had increased due to more visitors.
Based on these findings the decision was made to reduce the online marketing budget by 40% then allocate this new reduced value 50/50 between PPC and organic SEO.
This is proving very successful in more sales and also at a lower overall cost to the business.
In conclusion we strongly believe a place for both methods of search but would recommend all website owners to first prepare a marketing plan that shows how to achieve good organic sesrch and then allocate a budget to PPC. Organic search is long term website growth whilst PPC is shorter term results driven.
About the Author
Experienced enterprise architect, online marketeer and website designer.
Praeparo - online marketing agency
I have had my horse on Strategy + Equishine. The stable wants to feed Safechoice + Equishine. Any ideas?
Over the past 2 years the barn I board at fed Strategy and Equshine plus a great organic grass hay. I have noticed a difference in my 18 y/o horse who had been hard to keep weight on. He was eating alfalfa mix along with a sweet feed mix. This was actually like feeding him a sugar donut twice a day and doing nothing but harm to his system. Now they want to change him to Safechoice by Nutrena and continue the Equishine. I hate changing when what currently he is being fed works Does anyone have any suggestions?
You can either try the Safechoice and see how your horse does on it or see if the stable would mind if you bought Stategy for your horse and brought it in for him to have at meal time instead of the Safechoice. The reason your stable probably changed to the Safechoice is that Strategy is more expensive and when you feed several horses like they do it gets pretty expensive so they looked for an alternative something cheaper. Back home where I come from a lot of the boarding stables feed their feed but don't object to you bringing your own feed if you don't like theirs or the horse needs special feed.
Cows coming into the barn - Organic Meadow Co-op member Vice Family
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