It is very different driving calls into your company today than it was in 1995, or even 2008 for that matter. As we all know, practically no one uses the phone books anymore.
Two of the largest forms of internet marketing these days use either ads or the natural listings in Google. You see them all the time – the 4 ads at the top of the screen, Google Maps, and then there is what everyone uses, the “natural” listings below those ads. And of course Google is the king of the jungle of that game.
So which one works better for getting business? Ads or the Natural results?
For years, Google has reported that the ads outperform the natural results. However, in our company, we never found that to be true. We’d see a lot of clicks into a customer’s website, but not the phone calls. Plus, we’d ask people and maybe 1 out of 10 people would tell us that they use those ads. Most people don’t even look at them anymore. So the data that Google provided on this didn’t ad up, then they straight-up hide some of the data from everyone.
In 2014, Groupon – the giant online coupon provider – did a test for us all. They shut down their website from Google, literally turned it off, to test how much of their internet traffic came from Natural results in Google. What they found was startling. They found that 60% of all traffic that Google would report as “direct” is actually organic search. For the the full article, click here.
So what does this mean for all of us? It means that if you aren’t marketing the natural results, you’re losing out on the majority of business available for the internet.
Where, after all, do you think the leads that the lead gen guys are selling you come from? The natural results and the pay-per-click ads.
Dan York, Founder and CEO