There has been a lot of discussion lately about organic search results. What are organic search results? Simply put, they are naturally occurring, nonpaid listings that you would find on Google or Yahoo when doing a search. They are gathered by the aforementioned search engines as they crawl the internet cataloging new sites and detecting changes to previously indexed web sites.
Although organic search results are important, they often take longer to materialize than do Pay Per Click (PPC) search engine results that are found on Google and Yahoo. These paid listings have a direct relationship with many other search engines that will take the paid results from Google or Yahoo and use them in their own results. You see, you are getting much more than just paid listings on Google. You are feeding other engines that will eventually increase your web presence and ranking.
For example, while Google supplies Netscape and AOL with primary unpaid search results as well as paid search results, it also supplies paid search results to IWON.com and ASK.com. Pay Per Click is generating twice the exposure and that exposure will lead to an increase in organic rankings.
Now let us take a look at Yahoo. It feeds paid and organic results to alltheweb.com, Lycos, and AltaVista. Although it would seem logical that Google would merit a large chunk of a web sites PPC budget due to the fact that Google supplies paid results to twice the search engines than it does organic results, that is not the only reason. Google represents over 80% of all search engine traffic and this alone should warrant doing business with them but this in way means using Google instead of Yahoo.
Yahoo has 2.4 billion searches conducted on its web site every month and 47 million people use Yahoo every day. This is no small number and even though it is not as strong a competitor as Google, it should be receive a portion of your marketing budget. As a general rule of thumb, ad dollars that are spent on Pay Per Click Advertising should be divided between Google with 60% going toward Google AdWords and 40% toward Yahoo Search Marketing.
A strategy for success should include PPC as well as organic SEO. The idea is to generate leads and convert those leads to sales. As business men and women, we must leave no stone unturned.
For more information about Search Engine Optimization, Pay Per Click Advertising (PPC), and Analytics, point your browser to http://www.eldoradoseo.com or call Chris directly at 303-882-0624.
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