Google wants to steer all traffic through pay-per-click and is making things increasingly difficult for those (like me) who enable websites to rank highly. Recently Google decided that they would no longer allow full access to their keyword statistics. Keywords must be “commercial” in nature according to Google’s algorithm before you can view search statistics for that keyword.
Keyword research on the word “Facebook” stats was suppressed… for a while.
If you’re selling objects, maybe PPC has value. But if you’re selling a service where a long-term relationship with your company is going to be important:
…search engine users experience a much different cognitive reaction to PPC ads than organic search results. With a PPC ad, visitors expect that they are being sold something. But organic results do not necessarily imply that.
For instance, I tend to have a humanistic (emotional) type of personality profile, and will never click on a PPC ad, regardless of whether I’m actually looking for that service/product or not. That’s because humanistic people don’t want to feel as if they are being sold something; instead, I want to develop a relationship on my own terms. The only time a PPC ad will be effective on someone like me is via an accidental click, when I don’t realize that I just clicked an ad.
So, by choosing to only do PPC or only do SEO, you are also choosing to neglect some potential customers and definitely neglecting certain consumer modalities.
- “Google does not want people to have success with organic SEO, so that they will continue to spend on PPC.”
- “Google’s profits grow the most when their users spend on PPC.”
So be a tool for Google… or contact me.