Analysts believe that in the future, investment in SEO will increase. They cautioned, however, that the structure of investment in SEO is a clear imbalance: marketers spend a large part of the funds paid to the search results.
What is waiting for SEO in the future? How to eliminate any errors in investing? What better to spend the available funds?
Some facts about investing in SEO
Recently, a research company GroupM & Nielsen published the following data:
- 94% of users clicked it on organic results;
- Top 3 positions in Google collect 61% of all clicks.
According to another company Forrester, marketers will invest 88% of funds in the PPC and only 12% in the organic search results. Imbalance investment is paid that the results generated clicks 6%, and the organic - 94%.
In addition, it was found that if the company takes the first position in the search results Google, they can count on 24 organic clicks per day per keyword and only 2 (!) From PPC. If we are talking about positions 6 and 7, it is 3 and 0, respectively.
Of course, the usual strategy of SEO and PPC strategies are different in nature, depend upon a variety of factors and, consequently, have different effects, both on the shows, and the clicks and keywords.
There is a difference in the expenditure of resources in SEO - this time, and in PPC - money. PPC-campaign can quickly bring the site in top, but as fast and will decline. The SEO is stepping into the top can take a year, but the position of the site will be stable for a long time.
So how do you rationally spend money in SEO?
Rational use of resources in SEO requires a line-item budget with the following main blocks:
1 Content Marketing. Do not forget that any content (including blogs, press releases, analyzes, tutorials, video) requires resources, both internal and external to the optimization.
2 Social Media. It is not necessary to separate from SEO and social media, because social networks and content contained in them helps to generate social signals, which have a positive effect on the position of the site in the search results. One of the best solutions is the distribution of content through Google+, as content with one has an advantage in the search results, and, accordingly, the site will often get into the top.
3: Create the video. Video - the secret weapon SEO. Given that YouTube is the second most popular search engine, do not place video content would be just silly. Spending on video should be registered in SEO budget, and the video itself is optimized so as to dominate the specified keywords as on YouTube, and on Google.
4 Public Relations. In most companies, the cost of PR is not related to SEO, which is a mistake, as PR content can be optimized, as well as any other, increasing traffic and improving the position of the site in the search results.
Today, SEO is not a simple set of backlinks and internal optimization, and includes working with content marketing, social media and PR. Therefore:
- If you are a specialist SEO, you need to insist on participation in projects with social media, public relations and the creation of the video.
- If you are a marketer and work with experts from the above areas, you need to coordinate the work so as to optimize the content.
Itemized budget is the key to the success and speed of implementation of an SEO campaign. This approach will help to reach the Topa faster, because for one purpose combined efforts of the entire team.
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