Digital marketing success is all about staying ahead of the curve and adapting to new challenges, and recent changes in Google’s search results prove the importance of staying adaptable.
As you might be aware, Google rolled out a dramatic change this past week that removes paid ads from the right side of its desktop search results, and places ads only at the top and/or bottom of the page. Here is a breakdown of what this change means for your online business and how you should respond to this important development.
What This Means for Online Marketing
Basically, the change in search results means you should reassess how your site appears in organic search results apart from PPC ads, which will take up most of the space above the fold with this new configuration. Marketers will now have to optimize their SEO keywords to appear higher in searches without the help of PPC advertising. PPC ads will likely become prohibitively expensive for many businesses now that there are fewer of them, so the focus will have to shift toward generating clicks through the prudent, consistent use of high-performing SEO keywords.
How to Adapt
If you want to rank for any meaningful keywords in PPC, you need make you stand out in organic listings. We have seen a significant shift in first page click through rates, especially in organic search. Ranking on page one is often not good enough anymore; instead, you really should be aiming for the top three positions now, otherwise there is likely to a big drop-off in click through rates.
In addition, your brand needs to become the brand that people think of before they even get to type a query into Google. Whether it’s paid listings, competitors, or vertical search, you need make sure you show up on search results first so they remember who you are. You organization’s name will then build brand familiarity and trust. Then the next time you show up on search results they will click on you. This is why it’s essential to focus on your branding efforts in conjunction with revamping your SEO strategy in this time of rapid change.
SEO vs. PPC
SEO is now more important than ever, and the numbers don’t lie. For every 1 click on a paid search result, the organic results generate 8.5 clicks. That means it’s more efficient and less expensive than pay-per-click ads in the long run. However, because PPC is easier for advertisers and agencies to value, agencies and businesses are spending many multiples of dollars to get that traffic.
Here’s another mind-boggling statistic: SEO drives over 75% of all search traffic, yet garners less than 15% of marketing budgets for SEM campaigns. PPC receives less than 25% of all search traffic, yet earns 80%+ of SEM campaign budgets. All this adds up to the conclusion that SEO continues to offer a great ROI for your marketing dollar, especially with the recent Google developments.
For help boosting your organic search results to get the most out of this change in Google, contact AMMA Digital Marketing by calling 800-466-0684, or send us an email today to set up a free consultation.