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Questions to AskProspective
Natural Search Agency
Before choosing a firm to manage your search engine optimization, be sure to
ask them the following questions:
Do you prefer to start with paid search or natural search?
There are some major differences between Paid Search and Natural Search. A notable
difference is that with Paid Search, one can (and should) advertise on a wide variety of key
phrases (at least in the hundreds) and track the results of their efforts on a key phrase by
key phrase basis. With Natural Search, one should focus on a small set of well trafficked,
effective key phrases.
By starting with Paid Search, one can gain explicit data on which key phrases convert into leads and/or sales, and then use this data to target key phrases for a natural SEO campaign.
Unfortunately, most of our industry fails to lead with Paid Search, preferring instead to launch Natural Search efforts first. Why is this? Two potential reasons present themselves. This could be due to simple incompetence. A less charitable interpretation of industry behavior would
be that Natural Search is typically FAR more profitable for the search marketing firm. With
Paid Search, most of the client’s money goes immediately to Google and Yahoo in the form
of media buys.
In our view, the only legitimate reason a business should focus on Natural Search before proving out key phrases on Paid Search is that the company is in an industry niche that is non-competitive and has fairly obvious primary key phrases with significant search volume. In virtually every other case, you will be well served by running a Paid Search campaign, at least at the start.
How extensively do you perform key phrase research, and what factors do you
consider when evaluating key phrases?
Unlike Paid Search advertising, where one can advertise on thousands or even tens of
thousands of key phrases, Natural Search requires focusing on a relatively small number of
key phrases. Also, with Paid Search there is no charge unless someone actually clicks on an
advertisement. The effort and cost of Natural Search is expended simply to have the website
listing shown.
Ideally, the effectiveness of particular key phrases has been measured via a properly configured and managed Paid Search campaign. This provides both Click Through Rate (CTR) and Conversion Rate (CR) data on a key phrase by key phrase basis. This data can be then married with various metrics indicating the relative competitiveness of key phrases, so that the most effective key phrases can be chosen. Even without running a Paid Search campaign, there is considerable research and analysis one can do on the competitiveness and value of prospective key phrases. If your SEO agency does not perform this analysis, you should wonder why.
