Our clients effectively utilize SEO promotion to gain a number of benefits for their website and business as a whole. Here are a few of them:
But, about as often, we encounter misunderstanding of this method of promotion from business executives, marketers, and others who represent the interests of a particular company.
Therefore, in this article we will analyze the importance of SEO in the development of your website. We will compare SEO with contextual advertising and find out why Moldovan websites should be promoted in Google PS.
According to Biroul de Audit al Tirajelor si Internetului (BATI) for 2023, the number of Internet users in Moldova reached 1.458 million, of which 1.387 million used the Internet daily.
Online shopping activity is also high: 512,262 people made online purchases, with varying regularity: 91,000 bought several times a month, 110,000 almost every month, 255,000 several times a year and 57,000 once a year.
These data emphasize the level of Internet penetration in Moldova and the active participation of users in online shopping.
According to SimilarWeb analytics tool, for June 2023, the majority of Internet users in Moldova – 97.19% – used the Google search engine.
Other search engines such as Yandex, Bing, DuckDuckGo and Yahoo occupy only a small share, with Yandex in second place with 1.15%. This reflects the trend of favoring Google as the main tool for finding information on the Internet in Moldova.
Firstly, SEO is a method with a long-term perspective, which, although it requires a large investment initially, makes attracting customers more profitable over time. The key point is that once a site reaches high positions, it continues to attract the target audience without having to pay for each click to the site.
Secondly, SEO can greatly improve the effectiveness of other marketing channels. For example:
Thus, proper SEO optimization not only helps improve search positions, but also improves the overall effectiveness of marketing efforts.
To visualize the difference, let’s imagine the following scenario.
The client is the owner of an online sports nutrition store who wants to promote the site. The budget is limited, so the question before us is “should we choose SEO or contextual advertising?”. Let’s look at an example:
1. Contextual advertising
Advertising budget: $1000 per month.
Expected number of clicks: 500 clicks.
CPC calculation for contextual advertising:
| CPC=Total advertising budget/Number of expected clicks |
2. SEO
Initial SEO costs (first month): $2000.
Monthly cost to maintain and improve SEO (from month two): $1000.
Expected organic traffic per month after 6 months of operation: 2000 visitors.
Expected conversion per click (going to the site from a search engine): 100%.
Calculating the effective cost per click (eCPC) for SEO for the first year:
| eCPC= Initial Costs+(Monthly Costs×12)/Total Expected Visitors for the Year |
Where the total number of expected visitors for the year assumes a gradual increase in traffic, to simplify the calculation let’s take the average number of visitors per month for the year as 1000.
Scenario-based inference:
The cost per click (CPC) for contextual advertising is $2.00 per click.
The effective cost per click (eCPC) for SEO for the first year is approximately $0.78 per visitor.
In Moldova, where more than 1.4 million people use the Internet and almost all (97.19%) prefer Google for search, SEO is a key element for effective promotion. SEO strengthens the foundations of a website, increasing the quality and quantity of traffic for long-term growth and visibility, improving conversion rates by keeping visitors interested in the content.
It is important that we do not advocate using only SEO and neglecting other methods of promotion. The choice between SEO and other channels depends on the budget, goals and target audience. And only for those who are interested in the long-term development of their resource, SEO will be mandatory and the main element in any marketing strategy.
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