SERP Dominance: An On-line Strategy to Maximize Consumer Direct Traffic
Numerous studies have found that when a site has SERP dominance (visible in both paid and organic search results), both results receive more clicks than if either appeared alone. Adding Pay Per Click (PPC) advertising to your internet marketing plan will gain your company page dominance on the search engine result page (SERP) and drive more consumer-direct traffic. Statistics show that having PPC advertising and ranking high organically increases a company's click-through rate by 77%. One reason why page dominance creates higher click through rates, conversion rates, and revenue is: For many consumers, seeing a brand in several key locations on a search results page builds the consumer's confidence in your brand. When a consumer sees an ad on a SERP but doesn't see the company listed anywhere in the organic search, they are less likely to trust where the ad link will take them. Seeing the PPC ad and a well placed organic search listing reinforces that your company or pr...