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.
on SEO | AdWords | Social Media