Organic Verses Paid Web Search?
When researching to find a suitable hotel or dmc representation company to outsource your market specific sales and marketing to. Would you be drawn by the company that pays to be highly ranked, or would you look to the one that has organically grown to the top of the listings? The answer is obvious to me. It must be the organic route every time!
The difference between a company that is organically well positioned on the web verses one that has paid to be highly ranked is quite simple. The organically well-positioned companies will have worked hard to get their lofty unpaid rankings in the search results, whereas the paid search companies will have taken the easy and short cut route by paying for their ranking. For this reason, organically searched companies will have correctly used relevant SEO to optimize their website’s visibility and therefore must be doing something right to attract it’s viewing audience.
Why pay to improve your SEO visibility?
If a hotel or dmc representation company has paid to advertise on google, safari, Firefox or any other open-source web browser, it means they are trying to jump ahead of those that have rightfully earned their premium ranking. Of course, if you are after a speedy response, then paid advertisements are likely to deliver positive results much faster than any standard organic search. It does not take a genius to work out that it’s easier to spend money to get a company name in the spotlight. Buying advertising space via a search engine results page (SERP) allows the ‘have nots’ to ‘have’. It goes without saying that the larger the budget spend, the greater the chance to influence the targeted audience.
Why not to pay to improve your SEO visibility?
It’s re-assuring (as a travel sales & marketing company that does not pay for SEO ranking) that organic marketing historically tends to dominate the SERPs. By creating a continuous, strong, and relevant theme over a prolonged period the unpaid searches should gain better traction. Whereas it’s often been said that those who were paying for advertising and then stop find their visiting traffic dramatically eroded (the source browsers want your money!). In fact, if the adverts didn’t deliver adequate return on investment (ROI) during paid advertising campaign then the paying companies could end up being worse off financially, than before they started. I guess that’s the gamble that some are prepared to take to compete with the top performing SEO travel sales & marketing representation companies. You would hope that users understand paid adverts only get that preferred listing because a company has paid to be there. From my personal experience, I tend to bypass any paid adverts for any product that I look for ….in search of the 1st real organically ranked website. After all, the top organically ranked websites have to be there for a reason.
Who are we?
Select Representation is a travel sales & marketing representation company, headquartered in the UK. This experienced consultancy provides the perfect option for hotels & destination management companies (DMC’s) wishing to expand their business from the UK, Ireland, Belgium, Netherlands, Norway, Denmark, Finland, Sweden and Iceland (Scandinavia / Scandic). We are also a founder member of Global Travel Representation Alliance. 99% of our clients have come from referrals within the travel industry.
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Written by Jonathan Wilkins (Director) @ Select Representation – 27/08/21