This is based from a Jonathan Mizel interview, a true Internet marketing legend. Listen to more interviews over at Podcast Interviews
Search engine optimization is definitely a great place to start when you’re getting online, getting that initial traffic, just learning the basics of the way keywords work and just online marketing. Let’s think a little bit about comparing SEO versus paid traffic.
First of all I am a huge fan of search engine optimization strategies and I am also a fan of free traffic. I think that a lot of the methods that are out there regarding optimizing your pages and getting your sites in Google and other search engines, are really fantastic. That’s especially for people just getting started. This is a way to get traffic that is relatively high quality, for free.
The big difference between SEO and paid traffic, and when we talk about paid traffic, I’m just going to exclude from the conversation Google AdWords, that’s it’s own separate animal. The big difference is that there are huge amounts of advertising inventory out there, whereas when you’re trying to do search engine optimization you’re really limited to the keyword volume that your niche actually has. So for example, you may be going into weight loss or something, or belly fat - let’s just say that is the word you’re going to try to optimize for, is lose belly fat.
I’m sure there is a lot of search volume on belly fat but there’s not an unlimited amount of search volume for that phrase. In order to get ranked for that phrase, it’s really determined by how many people are looking for that particular phrase, that particular topic.
Where paid media starts to shine, once you have an offer you know works, once you have an affiliate offer, or you have an offer that you’ve developed yourself, your own product, and you have some idea what visitors are worth and what kind of conversion rate you’re going to get and you understand your metrics and your numbers and you’ve done some testing and some tracking, once you get to that level, you get really frustrated with your SEO campaign.
You just can’t get more than the traffic that you’ve been getting, based on the number of people who are searching for that particular phrase, then divided by all the other competitors that you have and all the other paid listings and all the other stuff.
Really, where paid traffic comes in is, it allows you to evolve your traffic generation from just whatever comes in, based on search engines being a bit more proactive. You’re going out there and you’re saying, through keyword ads, through general ads, through banner ads, through pop ups, contextual ads, though opt in email ads, through all the other places and all the other types of media you can run, you can actually take something like a belly fat offer that really, on a search engine optimization basis, is going to be limited.
You can enter this whole new world and start to get significant amounts of traffic. Let me give you a story, because I know a lot of people say, well what’s the difference here? The difference is that really good SEO specialists I know, really top guys, can generate maybe a couple of thousand visitors a day, if they’re really good, if they’re really lucky and if they’ve created the process to continually generate new content. With those two thousand visitors, they’re going to make however much they make.
But there comes a point where people want to make more. They want to grow their businesses and they want to make more money for their families and they want to take vacations and buy all the things that we want to buy, houses and cars and toys or just retirement or college fund or a savings account. We don’t have to get all ambitious with Ferraris. People want to grow their business so they can get themselves security. A lot of people find it very difficult to do that with just the traffic that they get from SEO techniques.
What paid media really allows you to do, is to go outside the people who are looking for your product and start really proactively approaching people through banner ads and so on. Probably the most common ones are banner ads, the little text ads you see that look like Google ads but they’re not Google ads, and maybe pop ups, that when you visit a site you actually get a pop up. All those things mean that you now are not limited to a few hundred or at the most a few thousand visitors a day. You can get a few thousand visitors an hour.
That is the sort of result it is possible to get with paid traffic.
Search engine optimization is definitely a great place to start when you’re getting online, getting that initial traffic, just learning the basics of the way keywords work and just online marketing. Let’s think a little bit about comparing SEO versus paid traffic.
First of all I am a huge fan of search engine optimization strategies and I am also a fan of free traffic. I think that a lot of the methods that are out there regarding optimizing your pages and getting your sites in Google and other search engines, are really fantastic. That’s especially for people just getting started. This is a way to get traffic that is relatively high quality, for free.
The big difference between SEO and paid traffic, and when we talk about paid traffic, I’m just going to exclude from the conversation Google AdWords, that’s it’s own separate animal. The big difference is that there are huge amounts of advertising inventory out there, whereas when you’re trying to do search engine optimization you’re really limited to the keyword volume that your niche actually has. So for example, you may be going into weight loss or something, or belly fat - let’s just say that is the word you’re going to try to optimize for, is lose belly fat.
I’m sure there is a lot of search volume on belly fat but there’s not an unlimited amount of search volume for that phrase. In order to get ranked for that phrase, it’s really determined by how many people are looking for that particular phrase, that particular topic.
Where paid media starts to shine, once you have an offer you know works, once you have an affiliate offer, or you have an offer that you’ve developed yourself, your own product, and you have some idea what visitors are worth and what kind of conversion rate you’re going to get and you understand your metrics and your numbers and you’ve done some testing and some tracking, once you get to that level, you get really frustrated with your SEO campaign.
You just can’t get more than the traffic that you’ve been getting, based on the number of people who are searching for that particular phrase, then divided by all the other competitors that you have and all the other paid listings and all the other stuff.
Really, where paid traffic comes in is, it allows you to evolve your traffic generation from just whatever comes in, based on search engines being a bit more proactive. You’re going out there and you’re saying, through keyword ads, through general ads, through banner ads, through pop ups, contextual ads, though opt in email ads, through all the other places and all the other types of media you can run, you can actually take something like a belly fat offer that really, on a search engine optimization basis, is going to be limited.
You can enter this whole new world and start to get significant amounts of traffic. Let me give you a story, because I know a lot of people say, well what’s the difference here? The difference is that really good SEO specialists I know, really top guys, can generate maybe a couple of thousand visitors a day, if they’re really good, if they’re really lucky and if they’ve created the process to continually generate new content. With those two thousand visitors, they’re going to make however much they make.
But there comes a point where people want to make more. They want to grow their businesses and they want to make more money for their families and they want to take vacations and buy all the things that we want to buy, houses and cars and toys or just retirement or college fund or a savings account. We don’t have to get all ambitious with Ferraris. People want to grow their business so they can get themselves security. A lot of people find it very difficult to do that with just the traffic that they get from SEO techniques.
What paid media really allows you to do, is to go outside the people who are looking for your product and start really proactively approaching people through banner ads and so on. Probably the most common ones are banner ads, the little text ads you see that look like Google ads but they’re not Google ads, and maybe pop ups, that when you visit a site you actually get a pop up. All those things mean that you now are not limited to a few hundred or at the most a few thousand visitors a day. You can get a few thousand visitors an hour.
That is the sort of result it is possible to get with paid traffic.
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