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Search Patterns |
Search patterns reveal that less search engine users visit pay per click advertising sites than visit organic sites. In fact 4 out of 5 search engine users report that they never click on PPC results.( seopapers.com) |
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70% of search engine users report visiting organic listings daily. Study after study indicates people are less likely to click on paid search ads rather than on results from organic search. 78 percent of all respondents claim that they found the information they were searching for through sponsored links JUST 40 percent of the time. Studies are beginning to indicate that the trust level for organic results is much higher than that of paid results, Another study found that 66 percent of customers distrust paid ads.(seopapers.com)
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Keywords |
Keyword pricing begins at $.05 but the average cost for a top hospitality keyword starts and exceeds $3.30 to $7.50. Keyword costs have been increasing at least 20% per year. As larger companies with huge budgets continue to jump into the pay per click (PPC) arena, costs will continue to rise. More large companies will continue to join the fray, many of them throwing ROI out the window and bidding high prices for desirable keywords and key phrases for the sake of branding, which will squeeze out many of the current advertisers. |
There is no
cost for keywords in organic search engine optimization
campaigns. Franklyns Bay organic SEO plan begins
with extensive keyword research that helps determine
what words are most relevant to the hoteliers
properties and accommodations. Then Franklyn's
Bay works in house or with your web development
team to develop keyword-rich content in order
to deliver the traffic you need. This is followed
by ongoing optimization of the websites code,
structure, pages, titles, descriptions, links,
etc. to perpetually enhance and focus search
engine ranking results.
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Cost |
In 2006, $9.4 billion (up 63% over 2005) of the total $8 billion, or 86% of search engine marketing was spent on Pay Per Click Search Engine Marketing. PPC programs as a whole cost more than Organic Search Engine Optimization programs because the cost of keyword acquisition continues to climb as competition continues to increase. There are also additional costs for management services and management software as well as wastage commonly attributed to rampant click fraud. |
Only $1.1 billion of the $9.4 billion spent on search engine marketing last year was spent on organic search engine optimization. The cost overall of an organic SEO program from Franklyns Bay is significantly less than PPC programs because there is only an initial fee and a nominal monthly fee that helps keep hoteliers and their websites up to date and optimized for the major search engines. There's no continued cost for every click made onto a link to your website, all advertising achieved after the initial optimization is free. Our search engine optimization packages start for as little as $500 per month.
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Click-through rate |
Meanwhile,
pay-per-click costs are rising steadily. Average
prices increased by 55% in the last year, and
the cost of keywords can increase by as much
as 100 percent during the holiday season. These
costs aren't going unnoticed either, one study
of problems experienced by U.S. companies found
that 57 percent of respondents felt that their
desired keywords were “too expensive,”
while 51 percent expressed concern that they
are overpaying for certain keywords. |
Because there is much more potential targeted traffic through organic listings than through paid ads, there is a greater opportunity for converting traffic into customers. The overall conversion rate, or the rate at which searchers take a desired action on a site, is 17 percent higher for unpaid search results than the rate for paid (4.2% vs. 3.6%).Trends also have shown that more of the sales that result from search engines originated in organic search listings.
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Long term results |
There is little or no long term results in PPC programs. A pay per click marketing campaign will simply vanish as soon as the budget is cut. This means that when a company reduces its advertising spending in this arena, it loses all of its exposure immediately. |
First, practice patience when you begin your organic search engine optimization campaign. It will be worth it in the long term.
Organic SEO is "common sense" promotion for the savvy hotelier. It takes time. The addition of good navigation, good content with your keyword phrases throughout the pages and topical sites pointing links back to your website equals long term success for any Central Florida, Orlando hotelier.
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Search Engine Marketing Firms |
Many Search Engine Marketing Firms will start your PPC campaign for as little as $1000. Statistics show within a month or two you'll more than likely find yourself spending significantly more. Some hotel properties in Central Florida, Orlando run as much as $24,000 a month.
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Franklyns Bay can help hoteliers to achieve increased bookings while lowering their PPC spending. While driving significantly more targeted traffic to their website which will result in more conversions and a higher ROI. |
ROI |
Those supporters of pay-per-click often point at a studies stating that, in early 2005 advertisers reported achieving a higher ROI through a Pay Per Click Advertising Program than an Organic Search Engine Optimization program. Now in 2007 42% of search marketers who reported outsource BOTH the management of their SEO and the PPC campaigns, find that search engine optimization produces a higher ROI. (iprospect.com)
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Organic listings generate a significantly higher ROI than PPC programs. Studies show that more sales result from organic search engine listings than paid sites, meaning that hoteliers get more bang for their buck when working with a talented organic search engine optimization specialist like Franklyn's Bay. |
Relevance |
72.3 percent of respondents who use Google picked a natural search result as "most relevant. (searchenginewatch.com) |
Google has
recently announced that it will begin to take
the relevance of PPC of pages into consideration
when deciding in what order the PPC ads will
appear (which will mean that effective PPC campaigns
will need at least some basic organic SEO),
to do well. That means if you're using PPC,
you're going to have to start doing a little
search engine optimization to ensure the best
placement on the search engines.
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Fraud |
The CNET headline read, "Click Fraud Rate Lower Than Expected..." and the numbers it reported stunned an entire industry. The Click Fraud Index reported that the average click fraud rate is measured at 13.7 percent industry-wide. According to the Index, click fraud rates for Tier 1 search engines like Google, Yahoo! and MSN were found to be 12.1 percent; Tier 2 search engines were reported at 21.3 percent and Tier 3 search engines at 29.8 percent.
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SEO companies employ “black hat” techniques like link farms, shadow domains, hidden text or doorway pages to drive traffic to websites. These techniques can get you permanently banned from the search engines. At Franklyns Bay we strictly follow the SEO Code of Ethics in order to keep things legal, simple and running smooth. |
Management |
Are you paying for clicks every month, but have yet to see real results in terms of leads or sales? Anyone can setup a simple PPC campaign but you can't just turn on the account, bid on a few keywords and hope for the best. Management services are absolutely crucial in handling a PPC campaign. PPC Management includes keyword research, bid management and tracking.
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We at Franklyns Bay believe each dollar spent should have an appropriate return. Knowledge, measurement, metrics, strategies, and techniques can combine to maximize profit when managed the right way. |
Trust |
Studies are beginning to indicate that the trust level for organic results is much higher than that of paid results, 66% of customers report that they distrust paid advertisements. An additional 29% of search engine users report being annoyed by PPC ads. (iprospect.com)
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We optimize every website we work on as if it was our own, and we treat every one of your visitors as if they were a friend. Franklyns Bay values and respects the visitor and we do everything in our power to keep their trust. |
