With the paid search costs growing constantly, the organic search proves to be the best affordable advertising channel in terms of returns on investment. The effective calculated cost per click that is typical for organic search traffic is normally 10 to 100 times cheaper than the PPC costs.
The paid social is usually cheaper than paid search, but the crucial difference between these lead sources is their prosperity to buy: those who search for something via Google are more likely to convert into leads and eventually to become customers (compared with a social media traffic with is significantly harder to convert).
Nevertheless, many small to medium business owners and marketing head & executives still prefer to undervalue SEO. What's the reason for that? Let's take a look at the key specialties inherent for the search engine organic marketing.
Obviously this fact detracts those who expect instant effect. You can hardly predict any significant improvements (measured in traffic volumes) unless you persistently invest your money and efforts to the SEO. There are some exclusions for the low-competition fields but the generic rule remains the same: wait al least for 3 months for optimization to take effect. The higher competition level you encounter, the longer time required (and the bigger budget).
Another side of this point is that once you've gained good rankings you will benefit for a long time as well. On the contrary with paid traffic, a search optimized website can generate leads for months or even years.
Lack of transparency
Whereas the PPC campaigns are rather easy to understand for anyone who doesn't even have any marketing education, the search engine optimization services could seem a mystery. We know that for a long time the Google employees themselves do not completely understand how the search engine actually works: that is because of the increasing role of the artificial intelligence. Apparently the SEO consultants are even less informed: that is why their statements and actions often seem to be unconfident and ambiguous.
However, the humanity is doing well with a number of things we do not completely understand. If you have appropriate metrics, that's not an obstacle. You can now realize why do we emphasize our commitment to stats & numbers: it is simply the single way of dealing with SEO.
The rank your website obtains and, consequently, the amount of traffic it generates is highly dependent on the variety of things. Such details as the website CMS, server settings, a couple of misprints in header, the domain name and even the way you organize text on your page have the certain impact on the successfulness of the SEO marketing.
Basically, this is not any kind of problem: the more options for tuning available, the more we can do for the optimization. The key condition here is to have proper competence, of course.