With the big push into paid ad campaigns, the questions “Is SEO still relevant?” has started coming up more and more.
I understand why this is happening. If you look at google search results for any highly sought after service you will see at least 3 to 4 ads at the top of the page and sometimes 3 at the bottom too. For better measures, google also adds a map with results after the top ads.
Moreover, as most searches now happen over a mobile device the organic results are pushed below the screen. As such the question of SEO relevancy is completely understandable.
So if you want the short answer
“Yes It Is Completely Relevant and Will Only Get More Important”
You can leave now if that’s all you wanted to know, but if you want to dig a little deeper stay with me. Below are 3 key points that I believe make SEO more relevant than ever.
Organic Makes Up The Bulk Of Web Traffic
Although PPC has started to gain a significant amount of web traffic to relevant landing pages “Organic Traffic” still makes a bulk of all traffic sent to your website. According to a study by Bright Edge, more than 51% of all visitors coming to websites are coming through organic traffic, while the rest of the digital mediums (PPC, Social, etc) make for the rest of it.
Users Have Become Smarter
Thanks or rather no thanks to badly designed clickbait ads and irrelevant landing pages many users have become jaded with the PPC ads and have more trust in organic results. A Hubspot study shows that almost 70% of users trust organic results against paid results.
In my view, this is not a PPC issue as we have seen great results with PPC for our clients but rather how some agencies have tried to use paid ads to game the system and drive you to a page which might not provide the information you are looking for or instead try to get your information
PPC Complements SEO Rather Than Replacing It
SEO and PPC, when used together effectively, is a marriage made in heaven. Showing up on the first page of Google allows you to build trust with your prospective users and then also showing up in paid ads on top help you keep ahead of your competitors who might try to hijack your users.
So yes some hacky SEO strategies like “copied content”, “spammy backlinks”, “meta stuffing” etc don’t fool google anymore more genuine SEO practices like “relevant content”, “structured snippets”, “site links” are still very much relevant. Invest in your SEO and PPC in an intelligent way and you will have a very trusting client base who will come back to you again and again.