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Firstly, let me dispel a myth here. SEO is not free at all. SEO cost is 100% spent as labour cost (i.e. you have to pay an agency or staff members to do it) as opposed to Google Ads which is partly labour cost and partly advertising cost. Depending on how much time you spend on it, SEO could cost you more than Google Ads.

That said, I’m not dismissing organic as a strategy – by all means a high ranking in organic search will improve your business significantly.

It can take months, even years to see results from SEO especially for new businesses and websites, so that initial labour cost takes a while to recoup.

It is possible to get organic traffic from search engines without investing any time or money into SEO, but then you run into the trouble of scale. Without investing heavily in SEO it is very challenging to scale organic traffic from search engines. On the other hand, you can put in a much smaller amount of effort through Google Ads and immediately start getting targeted traffic to your website which (for smaller advertisers at least) can scale up or down to any budget fairly easily.

Also, you need to consider the quality of your traffic. Paid search traffic will convert better than organic traffic if you have a local service and you need to target a specific geographical region, or if you’re ranking organically for irrelevant keywords.

Finally it’s difficult to optimize SEO campaigns because you can’t always know what actions led to increased or decreased rankings. This can lead you to feel like the whole thing is a black box process. If you go with an agency you have to hope that you’ve found one that uses high quality techniques, because some agencies use unscrupulous techniques to try to trick Google. This can come back to bite you over the long run because Google regularly updates its algorithms to prevent these tricks from working.

This tip and many others are found at https://www.petramanos.com/category/tips/

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Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with a couple of new findings about our audience. We implemented elements to assist both of those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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