I was talking to a business owner this morning who is in this dilemma. The business is starting to become stable enough that they want to invest in advertising (we should talk later about why they should have been advertising since the beginning). Today, businesses hear all about how valuable and important SEO is but they are also being sold paid advertising by a variety of vendors. Trying to sort out where online to allocate a small budget is really challenging. Vendors are calling and talking about directories, SEO, social, search ads, social ads, banner ads, text messaging, and much much more. I get it… I spent years being one of those vendors.
For the purpose of today's article I'm going to simply lump all the PAID advertising into the category of Paid Traffic and compare that to SEO with an emphasis on where a new business should begin to invest.
SEO or Search Engine Optimization is the process of TRYING to get one's website or web content to appear or rank high in organic search results. If I'm an attorney in Phoenix and people type “Phoenix Attorney” into Google I want my site to organically (not in the paid ads) be high in the search results. This is SEO.
Paid Traffic is any online advertising vehicle into which you insert a paid ad budget and expect to get some amount of qualified traffic to click through to your website.
Today's advertising community loves to talk about the benefits of SEO… and here is why:
- When done properly, work can pay off for years in the form of “free” traffic because you did the work to rank well
- Vendors who sell SEO services aren't held to a high standard because they are being paid to do something that is often unmeasurable and generally won't show any results for weeks, months, or years to come.
It is easy to see why some small business would be lured in by the idea of spending minimum amounts of money in advertising but getting super high on Google so that the leads and customers come in forever without any significant work. The pitch is however, a big fat lie. Here is how, as a vendor of SEO services, I would have to pitch you if I was being fully honest:
Mr Customer, being at the top of Google's organic search for your top search phrases will pay off endless future benefits but frankly, it often takes years to get into the top five results for competitive search terms unless your website already has a lot of traffic and domain authority from Google. Domain authority is built over time by showing Google and the other search engines that you can and do produce content that is relevant and valuable to an audience which brings me to my next point. The number one core activity in SEO work is content generation. Not junk content for the sake of having content… that stopped working in 2010. I mean legitimately valuable content that is better for the reader/consumer than your competitors content. Now, regardless of the work you are in; I suspect that in order to generate that type of content you will have to be involved. There is nobody at my agency/firm/office that produce content about your company and industry as well as you can so even though you are going to pay me to help you format it and train you to write it in the best way possible YOU are still going to have to write it. Lastly, you should know that because SEO benefits come so long after the work is done; if at all, we won't have enough traffic coming to the site in order to generate enough data to know if the lead/sales funnel is actually working. Meaning; the reason you want traffic to your site at all is because you have a service or product to sell. If we bring 100,000 new visitors to your website and zero of them contact your or buy your product then the work was for nothing. We need to optimize the marketing process and lead/sales funnel on your site in order to increase the CONVERSION RATE of that traffic to buyers/leads and in order to do that effectively we need a steady inflow of predicatable traffic… and SEO won't bring us that for a long time. So not only do you need to wait for any results at all but you also will waste a lot of eyeballs on your site because we won't have enough data in order to optimize the marketing funnel. You should also be aware that we do not own Google, Bing, or Yahoo and despite having some sense for what they are looking for in web content; we don't actually know for sure exactly how they choose to rank sites and they tend to change that criteria and methodology from time to time so its possible that our efforts even if successful could become worthless if the algorithm changes in a way that is negative to the work we've been performing at your cost. Lastly, please know that while we will do “stuff” for the money you pay us each month we won't be able to guarantee ANYTHING and may not have great answers about the impact that our work is having for at least 6 months until after we get started. Ok?
Would you Buy From Me????
Is this starting to make it clear why you need to prioritize Paid Traffic over SEO efforts?
Your #1 Goal in any online advertising is to optimize your marketing funnel. It doesn't matter how much traffic you can drive if none of that traffic opts in, buys, or contacts you with interest in your service or product. In order for any marketer to optimize the sales/lead funnel they need to drive traffic into it. SEO just can't do that in the beginning. In addition having to pay for advertising will force you or your marketing agency to make the funnel as good as it can be… something you will be grateful for when your SEO work starts to pay off in the future.
In addition, while paid traffic sources are sometimes finicky or can shut you down for misuse; they are still FAR more consistent and reliable a source of traffic than is SEO.
Now don't misunderstand me… I'm a big advocate for SEO. We take content creation and SEO ranking very seriously in our business. We set goals, and we work to achieve them… but SEO is our long game… Paid Traffic is our short game and it should be yours too.
Resource: Entrepreneurs You Are Machine Builders
Resource: Our Content Creation Formula for SEO