Pay Per Click versus SEO

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Sixty-seventh Internet Marketing Podcast July 2nd 2010. Second page of Transcription

Pay Per Click versus SEO

Chris: We got to start editing or something. [Laughter] “Which gives you the sense that you are personally along for the ride on the learning curve. Also, I find myself laughing out loud in the car and using my voice memo feature to capture some of the suggestions.” So this is good that he’s listening to it in the car ’cause we are the Red Bull of SEO podcast. Paul: That’s right. Chris: So you can stay awake while you’re in your car. And it’s Corey — oh, my God! Now, it’s Corey. Thank you, Corey. Paul: Yeah, Mal — Chris: Malcheski. Paul: Malcheski. Chris: We’ll say, Malcheski. Paul: There we go. Chris: And we are sorry for any butchering we did. Paul: Yeah, that’s what’s up, Corey. That’s what’s up, Hardcore. Chris: That’s what’s up, iHardcore. Paul: iHardcore, baby. I’m going to call you Hardcore. That’s cool, man. Thanks. I think that’s — we appreciate that’s an honest review unlike some people, we don’t — you know, forge our reviews. We just ask people to give honest. And hey, we are world-class SEO and we’re on this journey together. We’re learning, you’re learning. So it’s awesome. Chris: And you know what, absolutely it has to be a journey because we mentioned one time we’re talking about Google places or Google local sponsored ads and we made a point. You know, there are other podcasts that we actually learned from — Paul: Yeah. Chris: — but they are no longer adding episodes. And so you’re not going find a lot of the new information. This is an ever green industry because Google is always changing, and as people manipulate more, Google changes and then as things — contextual — we would never thought about contextual a number of years ago. And now, it’s something that we’re talking about. So it’s always a journey. Paul: Yeah. Chris: We’re on it with you. Thank you very much, Corey. This is a — we really appreciate it. And it’s because you guys that we’re most popular SEO podcast on iTunes. If you want, Corey, send us some — send us to your website, send us an e-mail. You can send us an e-mail. Anyone can send us an e-mail — Paul: Yes. Chris: — at and we answer our e-mails, we follow up, we try and get e-mails on air whenever we can, and wow, we’re just speechless. This is awesome. Paul: That’s awesome. Chris: Thank you very much. Paul: So what’s all the menu for today? Chris: I don’t know. Paul: Let’s go find out. [Laughter] Chris: Let’s go find out. Hold on. Paul, we must — Paul: While we do some research. Chris: — do some research. We have a lack of viewer or listener e-mails which, by the way, I just gave out the e-mail. Go ahead and give us some of your questions. We love your questions. Even Darren, go ahead send us another one ’cause — wait, he did. Paul: He did. Dang it! We forgot to print that one up. Chris: I printed it. Paul: Sorry, Darren. We’ll get you next time, dude. Sorry, boss. Chris: I printed it out. Paul: Well, today we’re going to discuss something that we haven’t talked about and I’m going to say at least a year. I’m going to say at least a year. Chris: Wait. Wait. So are you telling me there’s something that we talked about a year ago? Paul: Yeah. Chris: And it’s still relevant? Paul: It’s still — yeah. Don’t ask me how. [Laughter] Chris: Wow! That’s — wow! I’m looking forward to this. Paul: I follow the fad, you know, just with anything. We’re going to talk about search engine optimization — duh! And we’re also going to talk about pay-per-click advertising. Chris: So let me give a little bit of intro if I could about this. Paul: Okay. Knock it out. Chris: We put together a number of quotes this last week and all of these quotes have included pay-per-click and organic search engine optimization. Paul: Why? We’re an SEO podcast. Why are we putting together PPC for people? Chris: That’s a great question which you’re going to answer. [Laughter] Paul: Uh… [Laughter] Chris: So there’s a reason, right? And what we also noticed and this is why we thought it was so important we should bring it up in the podcast is typically the budget related to, at least for us, this may not be true for other companies but the budget related to pay-per-click is larger than the budget related to search engine optimization. So if it has that much weight in these quotes and proposals that we’re putting out there, we need to make sure that we’re talking about it and expressing it so you guys, you know, you’re not just focused on SEO. And I know the one off companies out there who don’t — as part of the reason people go to SEO and try and work on SEO is because you have to really spend money. I mean we spoke — you know, one of the things that we said about pay-per-click is, whatever you do, do it in an organized fashion. Paul: Yes. Chris: Don’t just throw money on the wall and hope something sticks, right? And that’s why I think a lot of our listeners are probably listening to us ’cause they don’t want to just throw some money at pay-per-click and the orchestrated effort that they can do that doesn’t cost anything out-of-pocket costs a lot of time which is why we recommend that you use an SEO expert such as us, but it doesn’t cost anything out-of-pocket is organic search engine optimization. So we think probably a lot of our listeners are focused on that. But don’t forget about the value of pay-per-click. You know, when we look at it from the perspective of our clients, the first thing we think is we want to prove — a lot of clients are skeptical and a lot of them are skeptical and they really fall in two categories, the ones who just don’t know technology at all, the ones who are like, “Really? The Yellow Pages are dying?” I didn’t know that. I haven’t looked at the Yellow Pages in a year. So I just assumed there were still two volumes this big.” Paul: Yeah. Chris: So that would be the first one. The other is somebody’s been actually burnt. Paul: Okay. Chris: And w
e never posted on our Facebook. This is a running offer that up to $250 if you got burnt somewhere else we’ll take that off of our setup fee. Just let us know, show us the documentation, let us know and we’ll actually probably put a white paper together based on that, and we’ll give you a discount because we really — you know, there are really genuine and good SEO companies out there. We are one of them. So that’s the second category that they got burnt. I don’t know right now — Paul: [Laughter] Chris: Whoo! Just right up the — Paul: I was following you too and I was like, “You’re just going to stop?” Chris: Is that it? Is that all — Paul: Oh, come on, man. Chris: So there are two reasons that people are very skeptical about SEO. Oh, that’s exactly where I was. So it’s important for us also to include pay-per-click because it has instant results, right? Paul: Yes. Chris: They are just instant. You can start a pay-per-click campaign today and tomorrow you can look and see how many clicks came in because of that pay-per-click campaign. Paul: Yes. Chris: So that’s part of it if we’ve got a skeptical client. The other is we do believe that there’s value — I mean we all know the Google Golden Triangle and if you don’t, there’s a — Paul: Google phrase, Google Golden Triangle. Chris: Well, don’t Google that. Go into our podcast and type in “Google Golden Triangle” and you’ll find a podcast about it. We put — Paul: We posted, I think, a while back. Chris: Yeah. And that Google — if you can’t find it on our website, Google it. You’ll find it. It’s out there. But it talks about 80% of searches are organic. So there’s a lot of value in organic. In fact, that’s where most of the value is. And what we say is if a user can see your website in the sponsored ads and in the organic, it starts moving in the direction of branding. It really starts reliability and credibility. It generates a lot of credibility when you’re like, “Oh, wow! These guys are so good” is the assumption, that they’re over here and they’re over here. Really the good ones are us ’cause we’re putting you there and over there. But the assumption is that the company is actually that good in spending in that effort. So those are kind of some of the reasons we include it in quotes and now Paul is going to take it away and talk about — Paul: Well, that’s a — I’m kind of dovetail off what you said. The first topic I want to talk about is I’m going like this is — let’s say, SEO versus PPC. The first topic is the speed of results, right. With pay-per-click advertising, you can get results today. I tell people, hey, if you — you know, you sign up in a PPC account before 12:00, you can be on the first page of Google by 8:00 p.m. that night. It only takes a few hours. So you can get immediate results. You can test keywords a lot faster than you can with SEO. SEO takes time. If you’re considering search engine optimization and the company that you contacted didn’t tell you, “Hey, this is going to take time,” then you need to find another company ’cause we’ll tell anyone upfront, you need to be willing to invest money and time into this. You need to be willing to invest money into it without getting a return for a while — Chris: For a while. Paul: — because it’s not — you’re not going to be in the first page of the natural listings for competitive keyword tomorrow or next month. So take that into account. It’s not good or bad but just that’s how it is. Chris: The thing we do tell our clients is give us six months and you’ll never be — right, because there are some campaigns. And typically, they are already hooked by two or three months because we give them a monthly report talking about where their keywords and showing them, demonstrating how their keywords are moving up towards the first position. But it takes around, you know, depending on the competitiveness around six months. Paul: Yeah. And so the speed of results is something to take into account. If you need business tomorrow, we’ve said this a million times, then you want to go with pay-per-click or you have a limited budget and you can’t do both, you know. You need business tomorrow and you want to stick with pay-per-click. If you’re in this for the long haul and you’re willing to invest your time and money overtime, I’ve repeated myself, then you want to go with SEO. But the real truth is you need to do them both. Chris: Yeah. Paul: You really need to do them both and as we’re growing as a company and our clients need to grow and change we’re starting to tell them, “Hey, you need to do both.” Chris: And we talk upfront, we say, “Okay, here’s the pay-per-click campaign that we’re recomm
ending. Here’s the SEO campaign that we’re recommending. Once we start getting the SEO up into the first page we can start playing games. We can start reducing pay-per-click budget potentially and what we ultimately find out is that it’s not worth it. Paul: Yeah. Chris: That in your exposure, it’s great exposure. It’s kind of like what Chuck said about being on Facebook and Twitter. If they’re not going to find you on your website, they’re going to find you somewhere. So if they’re not going to find you organically, they’re going to find you — I spoke to a client yesterday, potential client yesterday who did not know that the right side was sponsored ad. Paul: Wow! Chris: Right? Paul: That’s stupid on the rock. [Laughter] Chris: You met him. He’s a nice guy. He’s not a dumb guy but — Paul: Sorry. I hope you didn’t tell him to today’s podcast. Chris and Paul: [Laughter] Paul: ‘Cause he is going to do like… Chris and Paul: [Laughter] Chris: Oh, no, I’m defending him now. Paul: Oh, okay. [Laughter]

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