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PPC V Natural Search A Cost Comparison Case Study
he attraction of Pay Per the road to natural search
Click (PPC) online ranking seems expensive, risky,
advertising is undeniable. and beset with traffic.
Each click costs virtually
nothing, you only pay for the But does this mean you should
clicks you get, and you set your forget natural search?
own daily budget so you know
exactly how much you're going to Definitely not!
spend. Most importantly, your
listing appears instantly. Firstly, most user studies to
date have found that people pay
On the other hand, a high ranking more attention to natural search
in the natural search results results because they're more
seems unobtainable. There's a relevant. That's the foundation
perception that hundreds of of the success of companies like
thousands of other businesses are Google and Yahoo (and the reason
competing for your keywords, and they keep their indexing rules a
that makes it seem like a real secret).
rat-race. And it also seems like
such a big mountain to climb; What's more, it's important to
it's true that it can take months put things in perspective.
to reach the first page for your Hundreds of thousands of other
target keywords. To make matters businesses may be competing for
worse, thousands of opportunistic your keywords, but in most cases,
(and some very dodgy) ‘SEO they're at least as confused and
companies' have emerged, looking disheartened as you. So the
to make a quick and big buck out sooner you figure out the real
of market naivety. So to CEOs, story, the sooner you'll have the
BDMs, marketing managers, jump on them.
webmasters, and business owners,
And yes, it can take a while to PPC in the long run - reaching
reach the top, but because your the top of the rankings is NOT
competition is - for the most expensive. The following case
part - traveling blind, your study explains why.
early progress will normally be
quite quick. In fact, for most CASE STUDY
businesses, it's not until you
reach the top few pages that your For the past year, I've been
progress will slow. working hard on the natural
search results for my copywriting
And again yes, there ARE some business, Divine Write. For my
dodgy SEO companies out there. primary keyword, I'm now on page
But there are also some very good 1 of Google.com (out of
ones. (Go to approximately 900,000 search
http://www.WebProNews.com and results). I've done this simply
sign up to a forum if you want to by writing helpful articles and
find out who they are.) So long submitting them for publication
as you know the basics of SEO you on the Internet. Luckily for me,
won't be taken for a ride. (See I'm an SEO copywriter, so writing
http://www.divinewrite.com/SEOCEO articles is all in a day's work.
.htm for a rundown of SEO basics But had I paid an SEO copywriter
in layperson's terms.) to write my articles for me, I'd
have spent approximately
But let's talk bottom line... USD$5,000.
Is it more expensive to obtain a Over the same period, I spent
high ranking? approximately USD$3,000 on Google
AdWords (my ads appeared towards
Certainly not! In comparison with the top of the paid listings).
other forms of advertising - even
Now I hear what you're saying; my
natural search campaign Natural search investment: 2 yrs
definitely cost more in the first = $6,000, 3 yrs = $7,000, 4 yrs =
year than my AdWords campaign. $8,000, 5 yrs = $9,000
But now that I've reached the top
of Google.com, I've paused all my Conclusion
AdWords ads, so I'm not paying
anything. If I hadn't chased the Obviously the competition for
natural search results, I'd have keywords in the copywriting field
continued paying for AdWords, isn't as fierce as in a lot of
spending at least another other industries, so the actual
USD$3,000 next year on AdWords, dollar investment discussed in
and another USD$3,000 the year this case study may not apply
after that, and so on. directly to your business. The
important thing to understand is
Of course, I have to retain my that - over time - a high ranking
high ranking. If I was paying in the natural search results can
someone to write my articles, actually cost less than a high
that would involve an investment position in the (arguably less
of approximately USD$1,000 per effective) paid listings.
year (a saving of 67% each year).
Also, these figures are based on
So it breaks down like this: me submitting articles to various
article banks on the Internet
Google AdWords investment: 2 yrs myself.
= $6,000, 3 yrs = $9,000, 4 yrs =
$12,000, 5 yrs = $15,000
About the Author:
* Glenn Murray is an SEO copywriter and article submission and article PR specialist. He is a director of article PR company, Article PR, and also of copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.DivineWrite.com or http://www.ArticlePR.com for further details.
Read more articles by: Glenn Murray
Article Source: www.iSnare.com
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