3 Reasons Why Buying Web Traffic Is Better For Your Business Than Organic SEO
Paying for web traffic isn't as sexy as having Google (or some other search engine) showcase your website high in its search results for the simple fact of your awesomeness. The down-and-dirty practice of buying ads, and website traffic, is purely utilitarian. It brings web visitors who, in turn, bring money. Isn't that what you really want anyway?
You Control The Listing
When you buy website traffic, you're controlling your listing. With organic SEO, you don't really have control over what gets indexed in the results pages. Sure, there are things you can do to try to get a search engine to display what you want displayed. However, in the end, the search engine is the one controlling what gets displayed in its search results pages and where your organic listing is displayed.
You Can Better Measure The ROI From Paid Traffic
Perhaps the most frustrating aspect of organic SEO is the fact that you can't really track ROI in most cases. You don't know which strategies ultimately pay off. Yes, you can spend a bunch of money on organic SEO, try to monitor where your visitors are coming from, and then try to translate this into dollars and cents.
However, there is a point at which your visitors might find you from every corner of the Internet. Some of your SEO may have been totally ineffective, but you'll never know. Other initiatives could have played a major role in boosting visitor counts. You won't know that either. Regardless of whether you succeed or fail, you won't know why you got the result you got.
By buying website traffic, you can tweak and test each ad you set up. You can measure the results of your ad's effectiveness pretty accurately. You can change headlines that don't work, ad copy that isn't pulling, and monitor which ads provide the best conversion. With organic SEO, you sort of just throw stuff at the wall and see what sticks. You can track where people come from using Google Analytics, but this doesn't allow you to pinpoint how well that linkbuilding campaign is working or whether your press release worked when it was sent out to one group of sites as versus another.
Additionally, you can't alter your listing instantly (or easily) when it's organic. You can't change the ad copy that appears in the listing. You normally don't get more than one listing on a page for most keywords unless you're super-authoritative in your niche and Google decides to give you a double-listing for your keyword.
You Can Control The Medium
What happens if Google goes belly-up? Yes, this is unlikely to happen (at least in the short-term). However, it's not unlikely that you could be pushed down in the search engine results pages at some point. A tweak to the algorithm could put your traffic count in the toilet. When you buy traffic, you control the medium that you're advertising on. If you want to target a financial audience, you can buy ads on an ad network that services finance-related websites. If you want to advertise to gardening enthusiasts, you can place ads in gardening e-zines or with brokers that can target this niche for you.
If you're diversifying your traffic sources, you don't have to worry about whether one medium suddenly becomes unprofitable. You can just focus more heavily on the ones that still bring you traffic. If your entire marketing strategy relies on getting good rankings in Google, you're sunk if you lose your spot in the SERPs or - worse - if your site gets de-indexed.
The takeaway here is that buying website traffic gives you control. You have control over every aspect of the process from ad placement to tracking to conversion. The responsibility for your success lies primarily with you. The allure of organic SEO is that it is "free traffic." This is a myth. You pay for SEO services, right? Sure, you're not paying Google or Bing for the organic placement, but the cost is still there. At least when you pay for ads, you know what you're getting.