Should We Educate Searchers Or Just Get Better At SEO & PPC?
FastHosts recently commissioned a survey called Online Search Matters asking 1636 UK adults questions around their online usage and perceptions.
A whopping 24% are not aware of SEO or Search Engine Optimisation, and have no idea that search results can be influenced by website owners who embark on a robust and comprehensive content and linking strategy.
22% seem to think organic listings are paid for and 33% deem PPC or Sponsored Links as less “useful” or “worthy” than the main algorithmic results.
Now I love a challenge and when I meet someone who says, “I never click on the sponsored listings because they’re paid for!” I get a cheap thrill explaining just how relevant and timely they can be.
Consider the huge discounts being offered online right now. It could take days for organic results to show up a change in prices to reflect a quick two-day “50% Off Sale!”
But with PPC, a sale ad could be up and being clicked on in minutes………and that doubter could be a lot better off wallet-wise.
We’re the experts though. We live and breathe this stuff and I remember how hard it was when I was learning to get my head around it.
Maybe consumers just don’t care?
Ignorance can breed defensiveness if challenged so how do we educate? Is it necessary to explain to consumers the intricacies of how the web works?
2009 will be a big year for SEO and site architecture optimisation as businesses get their “sites in order” so they capitalise and profit when we emerge from the downturn.
Will increased relevance in both organic and paid change how people think about search?
Only time will tell….