Why are SEO services so important? Isn’t it easier and less expensive to simply bring traffic to your website using PPC advertising? In this article, I'll do my best to explain the importance of SEO campaigns and look at the long-term value of attracting organic traffic to your website.

By Published On: November 11th, 2021

SEO Marketing v PPC Advertising.

Lets get started with a quick look at how these types of digital marketing differ from each other.

Search Engine Optimisation

SEO is the practice of optimising your pages to make them reach high positions in the organic search results of search engines like Google. These pages are often referred to as SERPs.


This type of advertising is a useful tool for promoting your website above these organic search results. The financial principal behind PPC marketing is that an advertiser only pays whenever someone clicks on an advert.

Fundamentally both these practises cost time and money, so why invest in SEO services first? Below are five reasons why you should, partner with a good digital marketing agency, and invest in a long-term, holistic SEO marketing strategy:

Generate Loads of Traffic.

Benefit from higher click-through rates.

A successful SEO strategy can result in a lot of traffic! For example, if your site ranks high on Google’s result pages, it will result in a lot of organic traffic. This is because organic search results have a much higher click-through rate than advertisements in Google. Organic search drives more than half of website traffic, while paid search delivers less than a third.

Organic Search
Paid Search

Targeting The Top 10.

Being on the first page of Google, preferably as the first organic result, is search utopia. The first page of Google results account for all but just 8% of search traffic. And almost a third of all clicks, on page one, go to the first organic result. Once you get to the 10th (last) result on the first page, the click-through-rate drops to about 2.5%. So, this shows us that using a good SEO service provider, to ideally become one of the top results, will really payoff!

Analysis of Google Search Traffic.
Share of Clicks Made on First Page 92%
First Page Clicks From First Organic Result 32%
First Page Clicks From Last Result 3%

Search Audiences Are Highly Motivated.

Attract prospective customers who know what they want.

The most important thing about SEO is search intent. Audiences reached through search are highly motivated. This is because when people use a search engine, they are looking for something specific.

Search Audiences

For example, if a person searches for an exact brand and model of headphones or a certain vinyl album, they’ll probably want to buy those items. So, when they search, find accurate results, and click. Once they land on your website, they’re much easier to convince to buy your stuff.

SEO is a Sustainable Strategy.

Good Website Content Doesn’t Stop Ranking Overnight.

Advertising has never been a sustainable way to bring traffic to a website. This is because when you exclusively use tactics like PPC, you’ll need to keep doing it, which means you’ll always be paying to attract new traffic.

SEO is a long term strategy which takes time, but it’s also a sustainable strategy. Because, unlike a cancelled PPC campaign, a good website with quality content and brand authority, will not stop ranking overnight.

Regulation Proof Strategy

Global privacy laws are changing.

Global Privacy

In the future attracting the right audience through targeted advertising may well become more difficult and expensive. Currently powerful Audience Management and retargeting techniques are profitable digital marketing tactics. However, chances are that bringing targeted traffic to your website using these methods, will be made more complicated by stricter global privacy laws.

On the other hand, SEO is a rather straightforward strategy, which will not be altered by privacy laws as much. For that reason, it would be a good thing to start investing in SEO services now. That way you’ll have a head start over your competition, who are still (only) doing ads.

Search engines are getting smarter.

Quality SEO services have never been more essential.

Thoughtful SEO marketing has always been important, but it’s becoming more and more essential. That’s because over time, as search engines develop, they’re getting smarter. Clever AI powered algorithms already understand human language and are helping deliver better results. So poorly optimised websites will become even harder to discover.

Embrace new technologies.

As new technologies continue to come online, well-constructed website content, offering rich results with better relevance, will rise to the top. Cowboy SEO shortcuts, hacks and poorly written content will be demoted even quicker. So don’t get left behind, the time to start working on your website content management is now.

Avoid underhanded SEO.

Unfortunately, since search engines first arrived, the internet has been plagued by dishonest, self-entitled ‘SEO Experts’. Most guarantee unrealistic results, bamboozle clients with jargon, use fraudulent techniques and charge outrageous fees. However reasonably priced ethical SEO services do exist and they can deliver superb results.

High return on investment.

Benefit from expenditure which keeps paying back.

An SEO marketing strategy may appear to be a bit more work than setting up an advertising campaign. And it won’t deliver immediate results. But in the long run, it’s an important, cost-effective way to keep bringing quality traffic to your website.

SEO Investment

When you optimise your website for search, not only is the average conversion rate higher, it’s also an investment which keeps paying off. It’s always ‘on’ and although you’ll have to update your content from time to time, you won’t have to pay to keep it in the search results.

Retain the benefits.

In summary, if your website is accessible, well structured and easy to use. Then search engines will continue to display it’s good, well written and informative content, on their results pages. So by investing in SEO marketing ahead of PPC, you’ll continue to enjoy benefits long after your initial venture.

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