When you do a search on Google or other search engines, “Organic Search Results” are the ones down and on the left – based on the search engine’s evaluation of the importance and relevance of the page. “Click ads” are the sponsored links at top and right which people are paying for.
A recent report in Ad Age pointed out one reason why organic search results – as opposed to paid “click ads” – are superior.
We’ve commented many times on the rapidity with which the Internet changes over time. This is a recent change.
People are now distinguishing between organic search results and the click ads – and ignoring the click ads in large numbers (on the order of 90%).
Of course, that doesn’t make click ads invalid, since you are still only paying when someone clicks through to your website.
The point is there is a LOT more traffic to be gotten by getting high natural search engine results.
It can be a lot of work to get high search engine rankings. It can also take a while (it has taken us as much as a year to get someone onto page one on Google).
Sometimes it is easy.
And you don’t have to pay for every click!
Sometimes click ads just don’t make sense economically. But when they do, the best use of click ads in most cases is short- to medium-term, until you can get your natural rankings where they should be. And they possibly to continue to use them as a supplement to increase traffic volume.
MOST cases. There are exceptions.
