SEO Offers Better Return Than Pay Per Click Says

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Increasing competition for paid clicks on Google means the cost of advertising for certain phrases is now at an all-time high of over £50 per click. Dictated by the lucrative nature of certain insurance and service based industries, click values have soared during the past year say

Advertising for specific keywords on Google now costs upwards of $100, making sustainable results difficult for all but the largest of organisations. The legal, financial and insurance markets have masses of competition, resulting in extremely high budgets for online advertising. The insurance company Geico spends some $300,000 on advertising with Google per day according to a WCO released in the US in January 2011.

Internet marketing now takes many forms, depending on the target market and embracing different channels to reach those potential new customers. Some companies rightly use social media to optimise brand exposure, especially for fast moving consumer goods.

Targeted campaigns usually take a different format according to SEO company With so many specialist industries and companies which offer a very specific answer to a infrequent requirement, paying for clicks or organic SEO is the only answer when it comes to getting the best return on investment.

Neil Palmer, manager at says it all depends on the type of purchase involves: “There are many International organisations relying solely on brand exposure, and this is where social media works a treat. Imagine a well-known fast food outlet getting a million followers for their Facebook page. Daily offers appearing on a wall reminds people of the brand, and they frequent a restaurant 2 or 3 times a week for a burger, then this may be a deciding intervention”.

He went on to add: “If you are a specialist engineering firm, having the same number of followers will convert pathetically. Imagine a million people being faced with engineering news or products. It just wouldn’t return any value on the marketing spend. This is where SEO and ‘pay per click’ dominate the new age of online marketing – they target people who really want the service or product in the first place”.

Mr Palmer comments that the spend required to succeed when considering pay per click on the popular Google Adwords programme is becoming unsustainable for many industries. Inevitably, the bidding system used for Google Adwords placement means that there is a saturation point, and although the paying for clicks system is relatively immature compared with print and TV advertising, costs have already spiralled.

“There are some service based sectors in the UK which have seen click costs rise to levels that no-one could have ever predicted, not even Google” adds Mr Palmer. “The most eye-opening example we have come across is the Mesothelioma (cancer) legal claims industry. Getting to the top three positions for organic search results is an absolute gold mine, simply because it costs over $80 per single click on Adwords. If you convert at around one sale for every 100 clicks, it’s cost over $8,000 to achieve a sale. This results in SEO for Mesothelioma claims being perhaps the most sought after optimisation service alongside insurance claims”. ( manages organic search engine optimisation for over 100 websites, all marketing services or products towards differing target markets. Visit their website (


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Natalie Prussia

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