SEO vs Traditional Advertising

With the age of information and the Internet upon us, traditional advertising is no longer the only option for businesses looking to get the word out about their product or service. It used to be that a business would only have to worry about local news placements, national trade publications and a good spot in the Yellow Pages. Now, with all three of those methods falling out of favor among many demographics, it its necessary for businesses to consider other forms of advertising, such as search engine optimization (SEO).

SEO is a tactic used in an attempt to make a company or organization’s website more visible in search engine results. SEO specialists have to consider how search engines work, what people are searching for, how to choose the correct keywords and what search engine their clients’ consumers use most often. It is a great tool that is now employed by a wide range of organizations, from large corporations on the West Coast to small non-profits in Utah. 

There are many benefits to employing SEO tactics, with the first being cost-effectiveness. Quality results can be achieved for a relatively low cost. This is why a small business in Utah can use it as effectively, if not even more effectively, than a multinational corporation. 

According to Neilson.com, 63 percent of survey respondents from Utah to the East Coast somewhat or completely trust television ads, while 83 percent trust recommendations from people they know and 70 percent trust branded websites—meaning $1 million TV spot is trusted less than content that can be produced and shared through SEO. The same goes for the resulting website visits generated through SEO efforts. 

And the price tag on SEO services? It certainly won’t reach the range of TV advertisement costs, or even the price of employing a team of PR specialists to manage media relations. Plus, SEO is a gift that keeps on giving. Rather than place a 30-second ad on TV and hoping it does the job and reaches the right audience, SEO will be a continuous effort, working to reach consumers daily and more directly. 

Larger, more renowned companies can afford the costly TV spots. For most businesses though, SEO is a must—not only because it can be less expensive, but also because it is more likely to yield business results. With the combination of a beautiful website and a steady stream of visitors, SEO is much more cost-effective for the average business in Utah.

Ian Carry writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter.