SEO in 2009 Part Three: Shifting the Marketing Budget towards SEO
This is the third of the four element of SEO we discussed in the first section of this discussion, and the reason for shifting a budget toward SEO is pretty simple, the economy. As SEO is so cost effective it is one of the cheapest forms of online marketing that may be used.
Todd Friesen of Precision technologies addressed participants at the Search Insider Summit in Park City, Utah and discussed the fact that online searchers click on organic listings 70% – 80% of the time. While it is also a known fact that 80% of budgets are spend on PPC ads. Only 11% of budgets are used to supplement organic results through SEO. You only have to do the math to see the imbalance here. Why continue to pour marketing budget money into an area where the smallest percentage of clicks is achieved? This is quite simply not a sustainable concept.
As we discussed earlier the acronym SEO is only semantics, it is just a name, and what’s in a name? So now we refer to it as “Organic Search Marketing”. Because of budget constraints marketers are going to have to look at different ways of obtaining more value for money. Surely it is the smart marketer who realizes if 70% to 80% of clicks are going to organic listing then this is the place to spend money wisely? That doesn’t mean no budget money should be allocated to PPC sponsored advertising, there is some merit in this form of marketing. All it means is that there should be a better balance in these budgets.
As this discussion is what we perceive will occur in the year 2009 and onwards, we believe that companies will make this budget shift. A few years ago we did not see budget allocations towards SEO marketing. But not that it has proved its worth and is cost effective, this trend will change. Website owners have taken note of the fact that SEO results can be pretty amazing, it is just that they take some time to get going. This is one of the reasons why SEO has not earned as much credit as it should; it takes patience to achieve good results. Success does not occur overnight, it takes time and patience to get a good organic search strategy and the entire team has to buy-in to the idea. This involves your IT team, your content writers and your design team.
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