If you think of the online search environment in footballing terms, Google is definitely in the Premier League. The Connecticut based Impact Learning Center has published an impressive range of statistics, including that “In 2019, Google accounted for just over 75% of all global desktop search traffic, followed by Bing at 9.97%, Baidu at 9.34%, and Yahoo at 2.77%.”
Impact also stated that Google received nearly 2.3 trillion searches last year.
Carrying the analogy further, being a top ranking website in the Google Premier League brings in the majority of virtual spectators. According to the ZeroLimit.com blog: “Studies indicate that “71.33% of searches resulted in a page 1 Google organic click. Page two and three only get 5.59% of clicks. On the first page alone, the first five results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.”
There are two methods of gaining the top of the Google Premier League.
- PPC advertising (Google Ads): this “player” is like a fast=moving striker, ready there at the front to score the winning goal
- SEO: organic search is more like a reliable midfielder, creating chances for the team through tactical skills
Conflicting opinions
Businesses differ in their belief as to the effectiveness of the two different strategies. Impact records that: “More than 1.3 million businesses, website publishers, and nonprofits nationwide benefited from using Google’s advertising solutions” but also adds “61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.”
However, to return to the footballing metaphor one more time before we’re in danger of scoring an own goal through repetition, we believe that both players can be invaluable to the team – your business.
SEO is a gradual process, and if effectively handled can deliver you a progressive flow of free and targeted traffic to your website. Think of it is as the midfield holding up play, retaining possession, thwarting the opposition and probing their defence for openings. The platform that the midfielders are building will eventually produce results and the goals, when they come, will have the pundits in rapture. However, you may want to see quicker results. Steady, patient build-up play is one thing but nothing gets the heart racing like a lone striker breaking free from the half-way line and scoring a breathtaking wonder-goal! This is where PPC can help out as you are more likely to see traffic arriving at your website sooner.
The question is, how do you choose between these two marketing tactics? A strong midfield or a potent strike force? It is a tough decision to make.
Here is the good news, you do not have to choose one; you can have both!
With BBI Brandboost fulfilling the role of team manager, you can have the depth of squad to make lower league managers green with envy. A strong SEO midfield gradually pushing your business up the rankings by ensuring clean sheets and well-worked team goals, as well as that flair player with the outrageous skill who makes opposition defenders and goalkeepers alike look like they are treading water with two left feet.
We are an agency specialising in both SEO and PPC marketing. If you want your business to grow online – to have a steady, secure platform for the future as well as the ability to deliver quick wins now, contact us.
We would be delighted to hear from you.