La verdad es que no existe confrontación entre el SEO y el SEM, entre pagar la publicidad y realizar una inversión de marketing, o realizar una inversión a corto, medio o largo plazo, con la esperanza de que el trabajo de posicionamiento web acabe reflejándose en la cuenta de resultados de tu empresa.
AL FINAL, CADA COSA ES PARA UN MOMENTO ESPECÍFICO
La publicidad en el buscador de google (o facebook, youtube, etc…) se basa en la inmediatez de resultados. En que los anuncios se ofrecen con una clara orientación a los que buscan un producto o servicio, y google les ofrece ese servicio o producto (la mayor parte de las veces), por lo que no es una mala estrategia de marketing online.
ADWORDS
El SEM tiene ese factor ‘oportunista’, y esas cualidades no deben ser infravaloradas, junto con unos costes asequibles y unos resultados innegables, así que, no hay más que decir ¿no?, ¿se contrata adwords sin dudarlo?.
Pues tampoco es tan sencillo, porque una campaña de adwords, con competencia normal, y funcionando varias horas al día, puede proporcionar unos miles de visitas al mes con un coste de entre 20€ a 50€ al día, y eso es bastante dinero.
Ahora bien, si 2000 o 3000 visitas te proporcionan unas decenas de ventas (siendo optimistas), a un coste de unos 1000€ o 2000€ al mes. ¿Realmente compensa?
Pues si vendes cartuchos de tinta y toner «a precio económico», y si, por ejemplo, cada clic en tu anuncio te cuesta casi un euro, no te interesa pero, si lo que vendes son saunas a 3000€ de media, entonces los números son muy claros.
CRO
Tampoco hay que olvidarse de que hay que convencer al visitante, que nuestro producto no sólo debe ser atractivo y económico, sino que debemos causar buena impresión al visitante, y es ahí donde entra en juego la página web, dónde un buen diseño y funcionalidad marca la diferencia entre conseguir visitas, y conseguir clientes (que al final es de lo que se trata).
SEO
Por otro lado tenemos los servicios SEO de posicionamiento natural, que pretende convencer a los buscadores de que nuestra página se merece aparecer entre los primeros resultados.
Este trabajo requiere tiempo, mucho tiempo, y una inversión económica con la esperanza de que, una vez nuestra página aparezca frecuentemente cuando se realicen consultas sobre lo que vendemos, las visitas nos reporte clientes y beneficios, y esa inversión final en la contratación de una agencia SEO, se amortice con los beneficios posteriores a largo plazo.
Se trata de invertir en marketing y de contemplar ambas alternativas (SEO y SEM) e, incluso, de compaginar campañas de publicidad mientras se establecen unas buenas bases para el posicionamiento, mientras se crea mercado y reputación, y se lleva a cabo un proceso lento y profesional de posicionamiento web que garantizará un flujo constante de visitantes sin apenas inversión posterior.
Tal vez se trate de una discusión en la que falta una tercera alternativa, la del marketing social pero, ¿qué pensabais?, ¿qué las empresas deben dejar de hacer labor comercial, incluso la ‘de toda la vida’?… ERROR.
Se trata de invertir en marketing y de contemplar ambas alternativas (SEO y SEM)
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