There’s been a competition going on between PPC and SEO for quite some time. And while there are pros and cons to both traffic-generation strategies, one of the best pro-PPC arguments has always been that PPC drives more targeted traffic.
But organic search engine optimization can deliver highly-targeted traffic, too – if you direct and qualify that traffic properly. Landing pages are the perfect tool to do it.
If you’re skeptical, take a look at the chart below from a survey of B2B marketers. “Search engine advertising” does beat out “organic search” by a little, but SEO comes in very close, and is among the best sources of traffic for high-quality leads overall.
Here’s an adjusted version of the chart, with only organic search and paid search for a clearer comparison:
So the two channels are actually neck and neck for high-quality lead generation. Add in the ability landing pages have to focus and convert the free traffic coming from the search engines, and SEO looks even better.
Because landing pages can convert organic traffic. Here are a few charts to prove it.
This alone can be valuable data. If you can estimate what a reasonable conversion rate would be, and you know roughly how many organic searches are happening for the keyword you want to target, all you need to know next is what a potential click-through rate from the search results might be.
Search click-through rate varies from position to position, but this recently-updated research about CTR per search position tells us that if you could get your landing page into say, third position, you’d get a click-through rate of about 9.75%.
But organic search engine optimization can deliver highly-targeted traffic, too – if you direct and qualify that traffic properly. Landing pages are the perfect tool to do it.
If you’re skeptical, take a look at the chart below from a survey of B2B marketers. “Search engine advertising” does beat out “organic search” by a little, but SEO comes in very close, and is among the best sources of traffic for high-quality leads overall.
Here’s an adjusted version of the chart, with only organic search and paid search for a clearer comparison:
So the two channels are actually neck and neck for high-quality lead generation. Add in the ability landing pages have to focus and convert the free traffic coming from the search engines, and SEO looks even better.
Because landing pages can convert organic traffic. Here are a few charts to prove it.
This alone can be valuable data. If you can estimate what a reasonable conversion rate would be, and you know roughly how many organic searches are happening for the keyword you want to target, all you need to know next is what a potential click-through rate from the search results might be.
Search click-through rate varies from position to position, but this recently-updated research about CTR per search position tells us that if you could get your landing page into say, third position, you’d get a click-through rate of about 9.75%.
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