Sports Site Demonstrates the Value of SEO vs. PPC

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Many businesses exploring options in Internet marketing question whether to invest in SEO (search engine optimization), which generally provides for no guarantees of success in ranking a web site, or the “sure thing” of PPC (pay-per-click) advertising on the search engines.

Akron OH SEO firm Pilot Fish

We’ve been able to test PPC and SEO with a number of clients, and in each case we found that while PPC offered immediate results, SEO was the more cost-effective and better solution long-term.

Many businesses exploring options in Internet marketing question whether to invest in SEO (search engine optimization), which generally provides for no guarantees of success in ranking a web site, or the “sure thing” of PPC (pay-per-click) advertising on the search engines.

The simple answer is that when businesses allow qualified SEO firms to do everything they recommend, search engine optimization is highly successful and will generate results for a long time, possibly years, without the need to invest the amount that it would cost for PPC.

PPC lasts only as long as a business is willing to pay for the ads, and generally speaking, can be quite costly for terms that are highly competitive.

A current project of SEO firm Pilot Fish demonstrates the value of SEO over PPC.

The Akron, Ohio-based SEO firm worked with Sports Reporting Technologies to optimize its new high school sports site – http://www.sportsink.com. The site launched Aug. 24, 2009, the same day as the start of Ohio’s high school football season.

Pilot Fish was given free reign (with a budget) to promote the site in order to generate site traffic. The SEO firm focused primarily on SEO, but knowing that this company expected fast growth and that SEO can take some time to develop, two weeks after the site was launched Pilot Fish engaged in a month-long PPC campaign on Facebook to target the high school market.

During the one-month period that SportsInk.com advertised with Facebook, they spent $5,000 on ads, plus a PPC management fee of $1,500. The site generated 1,234 visitors from Facebook click-thrus.

By contrast, during that same month, the site generated 1,723 visitors from visitors finding the site through Google, which cost nothing except the initial site build. SportsInk.com discontinued the Facebook campaign, and continued with Pilot Fish’s Sustained Success program to increase the number of inbound links to the site.

As of January, the site has been generating more than 4,000 visitors per month from the natural results in Google, about a third of its traffic. To achieve that volume of traffic from Facebook, the company would have had to spend more than $16,000 in pay-per-click fees per month. Instead, SportsInk.com spent a little less than $2,000 per month for continuing SEO services, and has hit more than 12,000 visitors per month and over 60,000 page views per month, within the first 5 months since the site’s launch.

“We’ve been able to test PPC and SEO with a number of clients, and in each case we found that while PPC offered immediate results, SEO was the more cost-effective and better solution long-term,” said Pilot Fish president Angela Charles.

For assistance with your SEO project, contact John Inama at 877-799-9994 ext 2104.

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Angela Charles
Pilot Fish
330-666-5164 ext. 2102
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