Understanding Why You Need SEO

UNDERSTANDING WHY YOU NEED SEO SEO BenefitsSEO Challenges

SEO BENEFITS

SERP Real Estate (Popular keywords, Niche keywords)

The Trust Factor (The Golden Triangle) Lower Cost of Ownership

Popular keywords

Niche keywords

The Golden Triangle

THE GOLDEN TRIANGLE FINDINGS

1 100% 2 100% 3 100% 4 85% 5 60% 6 50% 7 50% 8 30% 9 30% 10 20%

1 50% 2 40% 3 30% 4 20% 5 10% 6 10% 7 10% 8 10%

Note: there are only eight ads per SERP

Organic resultsRank Percent viewed

AdWords resultsAd position Percent viewed

SEO AND PPC SUMMARY (ADVANTAGES)

Lower cost (time) Sustained long-term

benefits Fosters natural website

growth with reliance on compelling content

Trust Higher click-through rate

(CTR)

Instant traffic Easier to implement Easier to manage

SEO PPC

SEO AND PPC SUMMARY (DISADVANTAGES)

Initial results take time Requires more effort No guarantees (but has

proven to work time and time again)

Can drain budgets quickly with low conversion rates

Highest positions go to highest bidders

Historical distrust Traffic stops when you stop

paying

SEO PPC

SEO CHALLENGES Competition No Guarantees Ranking Fluctuations Time Factors Organizational Structure

Ranking factors

ORGANIZATIONAL STRUCTURE Big companies and organizations Large, complex sites Small companies and individuals

BIG COMPANIES AND ORGANIZATIONS Virtual teams Outsourcing

LARGE, COMPLEX SITES How to optimize many thousands or millions

of pages Poor indexing of deep pages Determining which pages are preferred entry

pages The quality of most inner pages Duplicate content Making changes to many pages at once Archiving