There are instances where a website’s authority is VP Financial Email List strong enough that they will rank at times just for publishing, but this also depends on the competitiveness of the term or phrase as well. There are a select few per vertical or market that usually have this authority.
Scale for Success
For many companies, paid search is the go to for driving traffic, but it’s limiting in a few ways. Scaling isn’t always an option due to budgetary concerns to drive more prospects, and the fact that it only gets about 10% of the clicks for the search volume. Also, the position of your add determines just how much of that measly 10 percent you might capture. Paid search can vary for market share depending on the term or vertical, and with local search, the 3-pack of results clearly has influence. Make no mistake, paid search is great, and easy to follow and measure. It’s likely for these reasons that businesses lean towards it.
So you might be wondering about the off-page aspect at this point. and you would either focus on this through inbound marketing, or direct interaction in a PR approach or thought leadership way to placing links on other websites. In the end, SEO is about the links, and all are not of equal value. Earn them or place them, but that’s a different discussion.
While this might not provide any real incentive
to change your thinking just yet, consider the following and how it can impact your bottom line. Organic search traffic tends to provide the highest volume, and conversion. There’s an argument to be made for paid search, but it doesn’t scale as well for most. But with either, the conversion tends to be higher than other digital marketing channels because unlike most forms of advertising, you’re not interrupting the consumer. Additionally, focus on organic results and SEO builds equity for your brand. With paid search, if a campaign ends, so do the leads, while organic traffic keeps coming.