SEO Different Effects of Listings in
Paid Versus Natural Results
The
AOL survey data given in the above figure demonstrated that natural results get
the lion’s share of click results. Further data from the Enquiro,
Didit,
and Eyetools
eye-tracking study shows which results users notice when looking at a search
results page.
Let’s See it through one table.
Some Remarkable Points from above table :
1) The natural results is double or more (up to six times) of the visibility of the same position in the paid results.
2) For example, in position 5 only 60% of users ever even notice the natural search result.
3) But the paid search results is worse, with only 10% of users noticing the result in the fifth position.
Some important points from enquiro study :
1) 85% of searchers click on natural results.
2) The top four sponsored slots are equivalent in views to being ranked at 7–10 in natural search in terms of visibility and click-through.
3) This means if you need to make business case for natural search, then natural search could be worth two to three times your PPC (pay per click) results.
An interesting note :
1) In spite of this data, companies are much more likely to spend money on PPC than SEO. For example, on June 30, 2008, Jupiter Research released a report showing that search advertising should continue to be the largest category of online ad spending,
growing from $9.1 billion in 2007 to $20.9 billion in 2013. That is significant growth.
An interesting note :
1) SEMPO data shows that spending on SEO was $1.3 billion which is 11% and 87% to PPC
Because
1) Clearly, the PPC model is easier for companies to understand because it is more similar to traditional direct marketing methods than SEO is.
2) The ROI of PPC can be tracked and demonstrated more reliably than SEO; thus, to date it has been considered more accountable as a marketing channel.
Because
1) However, as budgets are tightening and the focus is shifting to the highest ROI search investments, the focus is increasingly on SEO.
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