SEO Spend – 50% should be on content creation
SEO is the science of getting the right content to the right people - using popular searches to guide content creation, then promoting that content to the right audience, leading to higher traffic and conversions.
A fantastic keyword list doesn’t help rankings or traffic until it has inspired pertinent, quality content. And the thousands of Twitter followers and Facebook friends can’t spread the word if there’s no word to spread. Viewed in this light, content creation should take up half the SEO budget – without it, there’s no SEO at all. Additionally, quality content can raise a site’s ranking, even without other optimization steps. We know of a very, very large online retailer that introduced category descriptions on their site, and fairly quickly saw their traffic from organic search listings rise by 5%. That led to many millions of dollars in increased sales for a fairly low investment in content.
PPC Spend - 15% should be on content
Many marketers see paid advertising, whether AdWords, banner ads, or advertorials, as a completely separate beast from organic strategies and content creation. However, Google's own Quality Score is based on how well your offering fits the ad created. The better the content matches the user's need, the higher the quality score and lower the ad cost.
SEO is the science of getting the right content to the right people - using popular searches to guide content creation, then promoting that content to the right audience, leading to higher traffic and conversions.
A fantastic keyword list doesn’t help rankings or traffic until it has inspired pertinent, quality content. And the thousands of Twitter followers and Facebook friends can’t spread the word if there’s no word to spread. Viewed in this light, content creation should take up half the SEO budget – without it, there’s no SEO at all. Additionally, quality content can raise a site’s ranking, even without other optimization steps. We know of a very, very large online retailer that introduced category descriptions on their site, and fairly quickly saw their traffic from organic search listings rise by 5%. That led to many millions of dollars in increased sales for a fairly low investment in content.
PPC Spend - 15% should be on content
Many marketers see paid advertising, whether AdWords, banner ads, or advertorials, as a completely separate beast from organic strategies and content creation. However, Google's own Quality Score is based on how well your offering fits the ad created. The better the content matches the user's need, the higher the quality score and lower the ad cost.
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