Pay for Performance

Return on investment has often been a difficult thing to justify when Marketing Executives and Directors have looked at organic search positioning. When it comes to paid search, it is easier to see where the money has been used and the effects of that outlay. With organic search we can only see returns in server statistics from search engines rather that a real defined pay against results service.

Many organisations and corporations have a defined budget to stick to and specify a need to provide documented proof that any funds paid out are showing a profitable return which is why many choose to use pay for performance organic SEO.

PPC Reliance

The inability to gain such evidence with organic search is why many Marketing Directors push their digital marketing budget into sectors such as PPC where return on investment can not only be accurately tracked but also predicted. PPC offers reassurance to those in charge of the marketing budget that their outlay will see positive results.

A lesser budget on natural search engine positions does not always offer the same guarantees that a corporation wishes to be promised which then sees them taking the safer option of sinking most of their funds into PPC.

Pay For Performance – is this the answer?

For those who need the comfort of seeing real traffic figures in return for their budget, Pay for Performance is the option to select when optimising a website. Unlike other SEO companies, High Position is secure in their abilities to provide either Pay for Performance or organic search engine listings.

The experts at High Position know that successful organic search depends on the strategy implemented and that above all, that strategy must involve credible, natural, generic and relevant information. This results in a significant increase in the volume of visitors which is the main aim of the website owners and the search engine optimisation specialists. Of course these need to convert but the conversion ratio will at least be in line with most PPC forecasts, often higher.

The higher return will be based on the fact that the majority of the visitors will come from natural and relevant search, much PPC traffic comes from third party sources and poorly structured advertising very often factored with less relevancy.

Google are constantly battling against low quality directory type sites to improve the internet users experience and the quality of the content that feeds advertising traffic. Natural search does not encounter this problem, if somebody searches for a Ferrari T shirt and your website not only sells Ferrari T shirts but the actual shop page carrying that product is featured on page one in Google your likely conversion ratio will be at its highest.

High Position's Confidence in PFP

High Position have the ability and confidence to work on a website, secure in the knowledge that our achievements will see a return for our clients as well as us. Pay for Performance removes the need for an ongoing management fee thus pacifying those who want to see definitive proof of what they are paying for through results. Once the campaign becomes seriously successful, company directors see more money going out and know that their website is working to the optimum level for them.

Is PFP for Everyone?

In short the answer is no. PFP does not suit every website which is why High Position is here to analyse and advise on your individual circumstances. There are some websites that have a need for an internet profile but are not selling services or products. In some of these sectors the ‘Pay for Performance’ model could be based on visitors alone with appropriate benchmarks selected on visitor thresholds.

For websites that provide a product or paid service, organic SEO can possibly double the profit. If this can be done by applying less budget to PPC without risk then it is a solution worth taking. That said, pay for performance is here to stay as a quick fix solution offering more visitors in a shorter space of time. For more information or to discuss this in more detail please call 01206 544677 or mail info@highposition.net