The first reason you should focus on paid Google Ads instead of SEO is because 64.6% of all clicks from the Google search results are clicks on ads—NOT clicks on the natural organic “free” results you get from SEO, and this trend is increasing. Because of Google’s highly relevant ad delivery system, people are learning that the ads they see when they conduct a Google search provide more relevant results for what they want than the natural organic free results. So, more and more people are choosing to click on one of the first three ads they are shown from Google search results instead of on the natural organic SEO results, which are displayed lower down on the page.
Even if you have a top SEO ranking for a specific search term, you are still missing out on almost 65% of all clicks you could be getting from the Google Search Results by having a paid ad in one of the top three ad positions. And, there is no way that you will have top rankings with SEO for all of the different search terms people use to find the types of products or services you sell. You are lucky if with SEO you can get top ranking for 5% of the search terms people use to find the types of products or services you sell.
The second reason you should focus on Google AdWords paid search results instead of SEO is that over 50% of all Google searches are now performed using smart phones instead of using a desktop or laptop computer (and this trend is growing rapidly). The top three results a person sees when they conduct a Google search using their phone are all ads, and those ads completely fill the phone’s screen.
As most Internet marketers know, people hate scrolling down to find search results, especially when using a phone, so they almost always click on one of the first three search results, which are all ads. If you are relying on SEO to bring you traffic and new customers, you are missing out on the majority of the traffic you could be getting—traffic that is going to your competitors who are performing paid search advertising and optimizing for mobile phones. Also, people are using smart phones more and more to surf the Internet instead of desktop and laptop computers. It has been estimated that within a couple of years over 80% of all Google searches will be performed using smart phones. Mobile is killing SEO!
If you are putting all of your Internet marketing financial resources into SEO, I believe you are making a gigantic mistake that is most likely going to put you out of business. Personally, I see the traffic a business gets from SEO as frosting on the cake—not the cake. The cake is your paid advertising.
And think about this… what would happen to your business if Google changed their search results format and only showed ads on their first page results, and the natural organic SEO results were not displayed until a person clicked to go to page 2 of the search results? Google makes its money by showing highly relevant paid ads—not from showing free organic results.
Over time I believe that Google will make ads even more prominent on their first page search results and the natural organic SEO results will be pushed farther and farther down the page where they will receive few clicks. Eventually I think page 1 of the search results will be completed dominated by ads and the free organic search results will only be shown beginning on page 2.
My recommendation is that you focus the majority of your Internet advertising budget on paid search and contextual display advertising and Remarketing and only about 5-10% of your budget for SEO. For SEO, my recommendation is that you focus on creating high quality original content (blog posts) for Inbound content marketing, which is safe whitehat SEO. Then, to increase social media sharing and natural link building to your website, pay to promote your original content blog posts to your target market using Google AdWords, Facebook, Twitter, LinkedIn, Bing, Yahoo, etc. Doing this paid promotion will also drive a lot of traffic to your website, which in-turn will build your online sales funnel.
If you need help with marketing, email me at firstname.lastname@example.org.
To your success!