Recent studies were finished comparing the search returns of Organic and Paid approaches. The results were a little surprising. The conversion rates were basically about the same. The study involved twenty businesses to consumer e-commerce sites. According to the results, both searches came up with a conversion rate of just over 3%.
It is logical that you would expect the paid search to concede a higher conversion rate but this was not the case at all. On the other hand, because of the editorial integrity associated with organic, some might have expected it to fare better on the conversion scale. Perhaps both should be utilized in some way because there is no evidence that either approach has the edge. Paid searches do deliver some advantages.The marketer can better manage the keywords used, the landing page and the message delivered. The major advantage of the organic approach is that you have a feeling of independence. Their search is more specific and tailored to their expectations. Not being able to manage your landing page though is certainly a disadvantage. On the other hand the volume of clicks tends to be about 1.5 times better than the paid search. |
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