The Dallas Business Journal recently ran a story on one of our clients, Wasp Barcode Technologies, describing how they went from spending enormous amounts of money on PPC to focusing more on traditional SEO and link building. The strategy paid off -- Wasp spent less and got better results. These are the kind of results every small to medium sized business would like to enjoy.
Wasp cut its external spending by 13% and reinvested the funds into in-house personnel, who "re-architected" the site so users would find it easier to use and more relevant. Those steps meant optimizing the site for specific key words such as "asset tracking" and "inventory control" and continuing to add richer online content, including slide show presentations, Webinars and YouTube demos. This strategy also including increasing the link popularity of the site by both natural and aggressive means.
The efforts are paying off in a multitude of ways. In 2007, the company's Web hits grew by 60%, topping 600,000 visits. "The added visibility makes the company appear large and established, and bodes well with resellers such as Fry's and Staples who rely on brand awareness to sell Wasp's products," Wasp President Steve Coffman said. "It also helps Wasp reach small businesses, which often turn to the Web for technology guidance."
While a PPC campaign can deliver traffic with relative ease, it can be very costly and has no real longevity -- once you stop shelling out the cash, the traffic goes away. SEO and link building require a lot more creative effort but can have more sustainable results. It also allows a business to target a larger base of users as most studies reveal that 75 - 80% of searchers click on organic listings as opposed to paid listings.
Wasp learned this after spending considerable funds on Google AdWords and other PPC programs. That is not to say that they did not learn from the PPC experience. They most likely were able to gather intelligence on specific terms searchers were looking for related to their products. They also very likely learned how to improve conversions for each keyword search they attracted.
So the lesson to learn here is to lay your foundation with SEO, link building and maybe even some social media marketing. If you have additional budget, incorporate the PPC as well. However, don't overlook the potential that a strategic SEO and link building campaign has to offer in your web marketing efforts.
Wasp cut its external spending by 13% and reinvested the funds into in-house personnel, who "re-architected" the site so users would find it easier to use and more relevant. Those steps meant optimizing the site for specific key words such as "asset tracking" and "inventory control" and continuing to add richer online content, including slide show presentations, Webinars and YouTube demos. This strategy also including increasing the link popularity of the site by both natural and aggressive means.
The efforts are paying off in a multitude of ways. In 2007, the company's Web hits grew by 60%, topping 600,000 visits. "The added visibility makes the company appear large and established, and bodes well with resellers such as Fry's and Staples who rely on brand awareness to sell Wasp's products," Wasp President Steve Coffman said. "It also helps Wasp reach small businesses, which often turn to the Web for technology guidance."
While a PPC campaign can deliver traffic with relative ease, it can be very costly and has no real longevity -- once you stop shelling out the cash, the traffic goes away. SEO and link building require a lot more creative effort but can have more sustainable results. It also allows a business to target a larger base of users as most studies reveal that 75 - 80% of searchers click on organic listings as opposed to paid listings.
Wasp learned this after spending considerable funds on Google AdWords and other PPC programs. That is not to say that they did not learn from the PPC experience. They most likely were able to gather intelligence on specific terms searchers were looking for related to their products. They also very likely learned how to improve conversions for each keyword search they attracted.
So the lesson to learn here is to lay your foundation with SEO, link building and maybe even some social media marketing. If you have additional budget, incorporate the PPC as well. However, don't overlook the potential that a strategic SEO and link building campaign has to offer in your web marketing efforts.
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