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An interesting post over at SEOMoz highlights the spending disconnect that exists in the way that many companies allocate their online marketing spend.
Not surprisingly, search advertising should continue to be the largest category, growing from $9.1 billion in 2007 to $20.9 billion in 2013.
– Source: C|Net News, June 30, 2008
While the current spend on natural SEO?
SEO: $1.3 billion (11%)
– Source: SEMPO data via Massimo Burgio, SMX Madrid 2008
So, out of a total of around $10.4 billion spent on search, only $1.3 billion, or 12.5% is spent on natural search placement. Therefore you would expect the potential traffic from natural search to be the smaller piece of the pie, right?
Looking at the Google heat map we can see that it’s the natural results that catch the attention of users viewing the page.
This superior visibility is matched by the click through rate data,
The natural results in Google drive more than 70% of search traffic, though only account for 12.5% of online spend.
Why is this? Take your pick from any one or more of the following,