You have a company website, for that you employ specialists (or a bureau) who use AdWords for you. Visitors are converted to leads and leads become customers. Yet you have the idea that you can do more. In the field of online advertising you can do more, such as remarketing , but you are curious what else you can do with search engine marketing .
How about search engine optimization? Before you bet you first want to know what it can yield. Many different stories circulate on the internet and there are a lot of trends in SEO . Trends if your audience is central or updating your website so that all information is relevant to your target group. But how do you handle that? Where do you start? You can run a lot of different buttons.
SEO depends on many factors. Google and the other search engines still can not read your website if a person can. By means of on-page SEO factors you can make your website easier to find for the search engines. For example, by giving images a good description (alt tag), using the number of incoming and outgoing links and allowing your content to fit in well with the search intent of the user.
SEO is developing rapidly and not only is Google becoming smarter , you also have to take into account 21 on-page SEO factors
Click ratio paid versus organic
By advertising in AdWords with certain keywords, you are at the top of the search results page (SERP; Search Engine Results Page). Depending on your bid strategy and what your competition does, you take a certain ranking.
The higher you stand, the higher (overall) the costs, but also the higher the click-through percentage.
On average, with a place 1 you get a click-through rate (CTR) of almost 8% and place 2 a CTR of 5%. Of course this percentage depends on a number of factors of your advertisement and the search behavior of your visitors.
So you have won a place 2 with your ad and your ads will be shown 7,000 times a month. Then you will most likely receive 350 clicks to your website. If these clicks cost an average of two euros, this will cost you 700 euros.
The organic results are shown below the paid advertisements. What you may not know is that these results have a higher CTR than ads . On average, a number 1 position in the organic results has a CTR of over 20% and higher.
That is 12% more than your paid advertisement. A good position in the organic results is labeled as authoritarian (you have the correct answer to the search intention) and reliable (you did not pay to be so high).
Organic well-standing can therefore provide a lot for your company. The result is free, but keep in mind that you do not get 1, 2, 3 in the organic results. A one-off investment of your own time or the time of a desk is a must.
Curious about all the pros and cons of SEO? You read it below.