Number of the Month: October 2012
Who wants to be listed no.1 in Google?
Search engines are influential channels in the awareness and consideration stages of the decision-making process and represent an essential component to a balanced digital channel mix.
Though, according to Forrester’s forecast study on interactive marketing, marketers spend a very small amount of their search marketing budget on organic search (about 12%). And, while paying to be ‘on top’ through PPC campaigns can be very effective in gaining instant awareness and website traffic, organic search can be just as powerful, if not more so, especially in the long run.
However, contrary to paid search, figuring ‘on top’ of organic search results requires time and effort. Organic search technology is an ever-changing environment with constant algorithm changes, including Google’s latest panda or penguin updates, and its rollout of Search Plus Your World earlier this year. Recurrent SEO is needed and performance can be monitored thanks to online tools such as Google’s webmaster, analytics & insights for search tools.
Yet, your hard work will definitely be rewarded as appearing in the top organic search results tremendously improves your chances of a better click-through rate (CTR). According to the latest study carried out by Nielsen, the top3 results get on average 68% of clicks.
Several other studies have also demonstrated the importance of organic search results and two of those studies’ findings recently caught our attention:
- Organic search accounts for as much as 94% of clicks versus paid search at only
- 70-80% of people ignore paid search ads on the right side (User Centric)
However, the more complete study uncovered many other valuable insights into search marketing, which were summarized in the following infographic: