When it comes to cost, organic traffic is the clear winner. Studies have shown that leads acquired through paid traffic are twice as expensive as those acquired through organic traffic. This means that even if you get a higher PPC conversion rate, you'll pay more for those leads in the long run. Investing in a combination of organic and paid products is the best way to go.
Organic traffic requires a long-term commitment and involves creating high-quality content that resonates with your audience. You need to understand your audience, research keywords, and develop content that aligns with search intent. The advantages of organic traffic are numerous: steadily increasing traffic to your site, a high conversion rate, a high ROI, and establishing your company as an opinion leader in the industry. Paid traffic channels offer much faster returns than organic ones. Short-term promotions or the introduction of new products can greatly benefit from the support of paid campaigns.
When you invest in SEO, you increase the chances that your target audience will find you when they search on Google for keywords related to your product or service. Data from more than 1200 marketers around the world shows that 61% of them consider SEO to be one of the main factors of inbound marketing for their companies. Organic traffic is free, which is very important if you don't have adequate cash flow. It's generated when people find you through a basic search or even word of mouth. Even for those companies that invest in PPC, organic traffic should continue to be the main driver of new leads.
Companies that have only recently started investing in SEO can expect to see a lower percentage of organic traffic. On the other hand, PPC advertising can help your business stay competitive in a crowded market and quickly reach your target consumers if you don't have the domain authority to rank your site organically in search engines. If you have a budget to devote to paid ads, it's worth incorporating it into your SEM strategy.
