What’s the Value of SEO/PPC?

• by jakeaull

Let’s say you know a company that probably wouldn’t pay for SEM: SEO or PPC (search engine marketing: search engine optimization or pay-per-click advertising). First of all of course it’s critical for an eCommerce site. E-commerce lives online and depends on getting found there – hence, by search engines. But a big thing my business is doing these days for prospects/clients is providing competitive benchmarking. I can show companies – eCommerce, brick-and-mortar, B2B – the web traffic pattern for their competitors. This shows what the industry leaders in business niches are spending monthly in digital ads, and what they’re doing for SEO, such as the amount of Google-indexed pages on their websites and regular blogging. At that point it’s a question of whether a company wants to be competitive at that level or not. And the question is that simple. Here’s the path showing what your competition is doing, you can either compete or not. Not to forget that marketing budgets are strategically set as a percent (typically 5% – 10%, even just for B2B) of projected sales revenue. Projected revenue. You have to spend to achieve revenue. Anyway, you can get the competitive/industry research. And if yours is a unique product and category that people just don’t know about? This makes search marketing all the more critical.

So there’s my 2 cents. Once you know what the competition is doing, it’s just a matter of the plan to get there! Let us help.