Google dominates the search engine market. Roughly 88% of all internet searches in the United States are done on Google(1).
The volume of searches performed by internet users on Google is staggering — 1.2 trillion searches per year (that’s 3.5 billion per day).
With 271 million people in the United States — more than 80% of the population — using Google (as of April 2021), chances are your target customers are searching for your products and services on their platform.
There are two main ways to tap into this resource to drive traffic to your website:
- Pay for ads. The average cost for each click you get on a Google Ad is $1–2, but can go much higher for competitive keywords. That means for every 1000 visitors you get to your website from running these ads, you’ll typically pay $1000–2000 or more. If you get a sale from 10% of these visitors, your cost of acquisition per customer is $100–200 or more. There is also an additional recurring cost to managing your ads.
… OR …
- Optimize your website to rank well in the search results for your target keywords, which makes your website visible to people searching for your products and services. While there is an initial and recurring maintenance cost to keeping your website optimized for ranking well, it tends to be a fraction of the cost of running paid ads. And all the visitors you get from this search traffic are free (i.e. you don’t pay anything per click). Additionally, search traffic tends to be high quality and more likely to convert to sales because these visitors are already searching for your products and services on their own when they discover your website on Google.
Option #2 tends to be most cost-effective for many small business owners who don’t have a huge budget for running ads. And even if you are running ads, you can increase your overall website traffic and lead generation/purchases by supplementing your advertising strategy with search engine optimization.
At Franklin Web Design, we specialize in SEO. We have one of the top SEO experts in the country. Our clients confirm it…
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