Hi, Lauren Kaye, here with this week’s Content & Coffee with Brafton. Click play to watch the video, or read below. 

Today, I want to talk about how much should you spend on organic – and I’m not talking about in the grocery store. Budget allocation toward SEO versus PPC is an age-old marketing debate. Every brand is different, but there’s new data that may help you decide where to invest.

According to the results from a recent MarketLive report, organic is the best choice for search traffic and revenue. A recent survey of ecommerce sites found that organic search engine visits far surpass those coming from paid content. More than 30 percent of traffic comes from organic content, compared to 18 percent from paid search clicks.

Organic search visits also proved to be more profitable, accounting for 27 percent of the revenue generated on ecommerce sites. PPC visits represented 21 percent of retailers’ revenue.

I know what you’re thinking – if organic web content outperforms sponsored ads, why would anybody spend money on paid campaigns? The truth is, they both contribute to search marketing success. PPC is a great way to jumpstart search presence. It can also enhance SEO for a brand that’s already ranking on page one with high-quality custom content, creating more SERP real estate with a paid ad on the side. Internet users will see that a specific brand is considered a credible and relevant resource on the subject.

On the other hand, paid campaigns must constantly be fed with funds, where organic content marketing continually drives SEO results after it builds momentum.

Of course, every marketer must look at his or her own content analytics to determine which strategies are paying off, in terms of site traffic and revenue, and then focus their efforts on those practices.

Catch you next week, and happy content marketing!

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.