November 17, 2016

Magic 8 ball says outlook not so good

If you are only starting to think about SEO to get your website ranking for your key products in time for Black Friday – you are a little too late for this year. SEO is rarely a fast solution.
But read on! You have options…

It is that time of year again. Black Friday madness sets in as retailers prepare for the big sales weekend. We’ve been hearing from webmasters who want to be on page one of Google search results by next Friday. There are also those old reliable spam emails that come this time of year which promise number one rankings in just a few days. If you already have a well-optimized site that gets plenty of visits from organic search and just want to get a little boost for a product or two, then you might be able to make that happen.
The bad news is that SEO is not likely to provide last-minute fast results if you are only getting started with SEO or inbound marketing.
The good news is:

You Can Still Get Some of That Black Friday Google Search Traffic

…with Adwords.

When you want your site to show up at the top of Google’s search results tomorrow (or even today), Adwords Pay Per Click advertising is really the only choice.  Pay per click is not usually a solution for long-term visibility unless you have a lot of money to spend on ads. If you are prepared to pay the price to be in those top positions, a short-term Adwords campaign can help you get in on the Black Friday gold rush.

If you are selling one of this year’s hot items, like smart watches, you can expect the ads to squeeze out the organic results you would get from SEO anyway.

Organic Search vs Adwords

Ads for high demand products are much more visible and likely to be clicked than the organic search results.

Use SEO for long term visibility, and Adwords to show up in Google right now.

Getting started with Adwords is relatively easy to do. If you are in a hurry, you may want to get help. Ker Communications is a Certified Google Partner, and we can get an Adwords campaign set up and running for you ASAP.
Find out more here

  • Justin MacDonald

    Would this strategy really get the same results as an organic campaign?

    • Well, using adwords is not really a “strategy” any more than “use a car” is a strategy for getting on the highway. What it is, is a way to be very visible in Google search immediately and will last as long as your budget lasts.
      SEO (also not a strategy but an entire marketing discipline) is a way to improve visibility for the long term. When done properly that visibility will last until another site figures out a way to outrank yours.

      Most businesses which want to get visits from Google users should use both at some point. PPC for short term needs like a new site, new product launch on an existing site, or for things like temporary sales or special offers. SEO for improved visibility in general for a wider variety of search terms.
      Comparing SEO to Pay Per Click as if they were an “either/or” choice is kind of like comparing apples to oranges.
      Just for the sake of discussion, let’s compare them anyway.

      Let’s say we set up an Adwords campaign with a budget of $1500 per month, it will run for 6 months, targeting 40 keywords related to a given topic. Let’s assume the campaign is consistently delivering 1000 new visitors per month, and 100 of those are “converting” by either making a purchase or signing up for a mailing list.
      You end up with 6000 conversions after 6 months. After the campaign ends, so do the fresh visitors and conversions.

      Now let’s put the same budget into an SEO campaign targeting the same topic, same timeframe. In the first few months, there won’t be much of an increase in traffic or conversions. But by the 5th or 6th month, rankings are good for a variety of key search phrases – maybe even more than you were paying for in the Adwords campaign. At 6 months, let’s say we start seeing a conversion rate (PPC and SEO rates rarely match up this nicely in real life). Since we spent the past 6 months optimizing the site, and developing a sustainable content strategy, those visits and conversions just keep coming – but it might be another 6 months until we match the number of sales we made in the adwords campaign.

      So, if you are on a limited budget and need to choose between the two, the decision is really about how soon you need to get those conversions. If you need to make a lot of sales right now, Adwords is it. If you want to get the most out of your investment for years to come, SEO is the clear winner.

      Ideally, you’d have the resources to do both – run the Adwords campaign until the site is ranking well organically.