Lesson 2: Pay-Per-Click Vs Natural Results

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This was the second presentation I made at FlyingTeachers, describing why they should focus on obtaining natural results ranking rather than paying Google for its ad space.

This was the second presentation I made at FlyingTeachers, describing why they should focus on obtaining natural results ranking rather than paying Google for its ad space.

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Transcript

  • 1. Presented by Sufi Mohamed The Glaring Facts Search Engine Optimization: Lesson 2: PPC vs. Natural Results
  • 2. Agenda
    • The Market Share of Search Engines
    • Determine the Searcher’s Reason
    • How Search Engines Drive Commerce on the Web
    • How Users Scan Results Pages
    • How Users Click on Results: Natural vs. Paid
  • 3. Understanding Search Engine Market Share
    • Who should you pay attention to? Which search engine will benefit you the best? Who will you tailor your SEO efforts towards?
  • 4. The Market Share of Search Engines
    • Search Engines are a fact of our lives, we need them and you need them for your business’s success
    • Google is the most dominant search engine, that is where you will be focusing your SEO
  • 5. Search Engine Keyword Usage
    • The image on the right shows the average percentage of keyword lengths that individuals use
    • Majority of them are 1 and 2 keywords
    • The more keywords individuals search, the less results become, the fewer competition there is, and the more opportunity to enhance ROI.
  • 6. How do Users use Search Engines?
    • What kind of information will benefit you? What can you expect of users who use Search Engines? What types of SE users are there?
  • 7. Search Engine Users Have Intent
    • Search Engines are tools
    • Search intent remains the same, but search keywords are fluctuating
    • There are three types of search queries and they have different functions
    • Navigational Queries
      • Performed with the intent of surfing directly to a specific website (predetermined)
    • Informational Queries
      • Involve a huge range of searchers, random and information-seeking
    • Transactional Queries
      • Registering, paying bills, identifying a local business, making a purchase online, completing a task.
  • 8. Three Types of Intent
    • Navigational
    • Informational
    Transactional
  • 9. Types of Intent Cont…
    • 80% of searches are informational and only 10% of searches are navigational/transactional
    • Different types of searches are more likely to be transactional than informational, look at the chart below:
  • 10. Types of Intent Cont…
    • Even though informational searches are less likely to convert into sales, you cannot ignore it’s 80% share of the types of inquiries. Build relationships, encourage transactional behaviour
    • Most users do not know how to use search engines, maening, they will most likely type 2-3 keywords and come up with very non-specific results
    • General inquires are thus more attractive to businesses
    • If companies buying Pay-Per-Click (PPC) search ads bought only high-converting navigational and transactional terms and left informational ones to competitors, they would lose market share to those competitors
  • 11. How Search Engines Drive Commerce on the Web
  • 12. Crazy Statistics
    • E-commerce sales reported by the U.S. Census Bureau were a healthy $31.9 billion through 2008 (http: //www.census.gov/mrts/www/data/pdf/08Q4.pdf)
    • 74% of respondents used search engines to find local business information versus 65% who turned to print Yellow Pages , 50% who used Internet Yellow Pages, and 44% who used traditional newspapers.
    • 86% surveyed said they have used the Internet to find a local business , a rise from the 70% figure reported the year before
    • 80% reported researching a product or service online , then making that purchase offline from a local business
    • WebVisible and Nielsen 2007 report on local search http://searchengineland.com/ survey-search-now-top-resource-for-local-information-12396
  • 13. How Users Scan Results Pages
    • How do Users see Google’s Search Results? Where will your content have to be on the results page?
  • 14. Where People Look on the SERPs
    • Enquiro, Eyetools, & Didit conducted a heat-map test with SE users
    • The figure to the right shows how people look at a Google results page
    • This is a classic example of how little attention is paid to results below the first page and any page thereafter.
  • 15. Distribution of Search Results and Traffic
    • Google does not often show paid results above the natural results, consequently, paid results show up on the right
  • 16. Distribution of Search Results and Traffic Cont…
    • Accordng to AOL’s search query logs in 2006:
      • The first 10 results received 89.71% of all click-through traffic
      • Page 2 results received 4.37%
      • Page 3 results received 2.42% etc…
    • Source: http://www .webuildpages.com/jim/click-rate-for-top-10-search-results/
  • 17. Where people look at in the SERPs
    • Natural Search Results
    • Paid Search Results
    • 85% of searchers click on natural results
    • The top four sponsored results are equivalent in views to being ranked at 7-10 in natural search
    • Natural search could be worth two to three times your PPC results
  • 18. Pay-Per Click versus SEO
    • Companies are more likely to spend money on PPC than SEO
      • Jun. 30/08 study by Jupiter Research showed that search advertising should continue to be the largest category of online ad spending, growing from $9.1 billion in 2007 to $20.9 billion in 2013.
      • Same period results from SEMPO data via. Massimo Burgo shows that spending on SEO was $1.3 billion, with 11% of search-related budgets going to SEO and 87% to PPC
    • PPC is much easier for companies to understand and it fits into their understanding of the traditional direct marketing methods.
    • PPC can be tracked more reliably than SEO.
    • As budgets become tighter, people begin to focus on SEO
  • 19. Conclusion
  • 20. Why SEO is better than PPC
    • Reasons why you should choose SEO rather than PPC
      • More repetitive SERPs
      • More reliable than in engaging users PPC (see the eye-tracking scan)
      • Much cheaper than PPC
      • Much more interactive, informative, and rewarding for a user
      • Easier
  • 21. Brought to you by Sufi M @ The Glaring Facts http://www.theglaringfacts.com