SEO is the art of making websites search engines friendly for high ranking. Mostly people do not look beyond the two pages of result of search engines.
Few would argue that SEO is potentially the most important search marketing approach for marketers since most searchers click on the natural listings.
Indeed, research shows that some searchers NEVER click on the sponsored listings. Others still don't realise these links are paid-for.
Generally, the 80:20 rule holds true with 80% of the clicks on natural listings and 20% of the clicks on the paid listings as suggested by the first Stats box earlier in this section.
A key benefit of SEO is that it is relatively cost-effective since there is no payment to the search engines for being placed there. This is particularly important for the 'search head', the high volume, low intent phrases shown in Table 1 which can be expensive in paid-search. But it can also be useful for generating visitors on the long tail of search shown in Figure 7. Many companies bid on these phrases through paid-search, so giving opportunities for those who use an SEO strategy for the tail.
Additionally, the cost of SEO is relatively fixed, independent of click volume. Effectively, the cost per click from SEO declines through time after initial optimization costs and lower ongoing optimization costs. Conversely, paid-search is essentially a variable cost.
So, there are no media costs, but resources are necessary for key phrase analysis and to complete optimization on the website pages.
Few would argue that SEO is potentially the most important search marketing approach for marketers since most searchers click on the natural listings.
Indeed, research shows that some searchers NEVER click on the sponsored listings. Others still don't realise these links are paid-for.
Generally, the 80:20 rule holds true with 80% of the clicks on natural listings and 20% of the clicks on the paid listings as suggested by the first Stats box earlier in this section.
A key benefit of SEO is that it is relatively cost-effective since there is no payment to the search engines for being placed there. This is particularly important for the 'search head', the high volume, low intent phrases shown in Table 1 which can be expensive in paid-search. But it can also be useful for generating visitors on the long tail of search shown in Figure 7. Many companies bid on these phrases through paid-search, so giving opportunities for those who use an SEO strategy for the tail.
Additionally, the cost of SEO is relatively fixed, independent of click volume. Effectively, the cost per click from SEO declines through time after initial optimization costs and lower ongoing optimization costs. Conversely, paid-search is essentially a variable cost.
So, there are no media costs, but resources are necessary for key phrase analysis and to complete optimization on the website pages.
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