Question: How does SEO ROI rank for store customer acquisition or sales as a tactic compared with paid advertising. Is there data on what types of online goals are best supported with SEO vs other outreach mechanisms?
Answer: That’s a First of all, for all my clients and all my students, there is no question that dollar for dollar, SEO outperforms AdWords. AdWords is VERY expensive by the click, and consumers tend to highly ignore advertising. So it’s a double whammy right there. So IF you can get to the top via SEO, there is no doubt in my mind that your ROI will be better. And in most industries it really isn’t that difficult.
Now, as to the second implied question, what is better for what type of product. Here it gets murkier. SEO / AdWords BOTH depend on the consumer SEARCHING for what you have. But if you are a non-profit, or have a radically new product, they may NOT be searching for you / your keywords. In those cases, being at the top of Google does you no good. So you have to turn to browsing media (e.g. AdWords / DISPLAY network), or social media (browsing on Facebook), or recommendations (Social Media / viral spread). Some products are found via search, others by browing, and still others by sharing / social. It varies on the human behavior not the media.
I do not know of any studies about this. It is just obvious that it is so. A DUI attorney, for instance, is going to heavily depend on SEO / search. A new child carrier, in contrast, might be heavily shared on Facebook / Instagram. It depends on the product.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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