Trends in digital marketing may have been shifted to utilization of Social Media Platforms and Pay Per Click Advertising (PPC). Evidently, these two strategies give impact on businesses and website owners in terms of website traffic, lead generation and sales. However, social media and PPC are still considered underdogs for SEO or search engine optimization. Website owners must still focus on getting organic rankings from major search engine as this gives the largest chunk of sales.
Social media created a buzz since 2012. It has also been part of some digital marketing campaigns yet SEO Stats and Facts by Business 2 Community proved that Social Media and PPC remains to be a support for gaining website traffic. What matters more and perceived as more effective through evidence was SEO or specifically organic rankings.
How Organic Ranking Remains To Be The Main Goal?
Searchers Searches and Relevance of SERP Results– Competing Online is not an exemption to considering the target market’s point of view. When you created your website and start for online marketing strategies you’ve got to think of the following:
A. How potential customers will look for your product?
B. What credible source can compel them to visit your website?
No matter what method and where it will be used, searchers will use keywords or key phrases to look for what they needed in the internet. Using social media will give fragmented information, each talking about products/services their connections have tried. When information will give contrasting ideas it will create confusion among consumers and thus will make them to use credible search engines such as Google.
Furthermore, with exponentially large universe and information overload, consumers will tend to refer to organically generated information that passed through different filters and qualifiers, in this case, Google’s SERP.
Lastly, website owners must not be disillusioned by social media’s impact on consumers. Shoppers who are active on social media put higher value on “best deals and promotions” and “rewards and incentives”. It means that it is not a place where their buying decisions will be influenced but a venue to get savings and discounts. On the other hand, searchers using the search engine are definitely looking for the product you maybe promoting. You just need to get top ranks upon their searches.
Not Limited To Groups/Connections– Perhaps this is the major drawback of social media and an advantage to getting organic ranks. Google will provide query results to every individual, not just to group of people, using effective keywords optimized for a certain website. Take this scenario. A consumer seeking for a unique product (such as the one you are selling) will try different social media platforms yet none of his/her connections may not know about it. She will try searching in Google, Yahoo or Bing as these are known search engines. It will mean opportunity cost if you haven’t work for your organic ranks. Thus, getting ranks in Google will tap potential customers randomly.
Less Attention to Paid Ads– Despite the rising popularity of PPC, paid ads are still given less importance than organic ranks. 33% of shoppers get annoyed by Paid Ads unless it has been shared with social media connections. Contrarily, paid ads can also drive customer sales but it will incur higher cost than getting organic ranks.
Consumers Still Value Search Engine Searches– there might be some decline in using search engine for product searches (at about 1%) as few consumers shifted searching habits to Social Media Sites. However, 50% of referring traffic is still attributed to organic search on search engine, it is far higher than 8% of traffic from social media.
More so, B2B industries agreed that SEO provide the biggest impact in terms of lead generation. This is because 78% of users search for products while only 46% search for product information. Web owners plan to increase their budget in SEO campaigns for 2013 and that would mean stiff competition among each other.
Even mobile searches help proves that organic rankings is still essential since about 27% of 4 billions mobile phones uses smartphones and about half of all the local searches are done through mobile devices.
Evidently, social media created a twist in every SEO campaign. However, it did not overshadow the effectiveness of SEO in terms of driving website traffic, high conversion rate and customer sales. In effect, website owner must still maintain focus on getting ranks in major search engines and use social media and paid ads to strengthen customer relationship, and brand build ups.
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