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Let's imagine a situation: you are a marketer and you need to decide whether to spend money on contextual advertising or on SEO, or maybe on both tools at once. In the context of advertising, you can choose any budget, and SEO is usually paid monthly and starts from 50,000 rubles. So how much does the result cost?
Contextual advertising can cost at least 40,000 rubles for a one-time setup and about 60,000 rubles per month for promotion. Additionally, you may be offered 10,000 rubles for supervision, comments and adjustments. As a result, the minimum amount that gives a tangible result is 100,000 rubles per month. This is approximately twice the cost of SEO. Let's figure it out.
You, of course, can find a contextologist who will take on the job for minimal money. Or you will encounter agencies that will say that a budget below 400,000 rubles per month simply will not produce results. But what happens in practice?
As an experiment, let’s calculate how much the result of SEO promotion costs in terms of the cost of contextual advertising. The main benefit of SEO is creating a base for future growth. Unlike contextual advertising, which does not improve the site, SEO includes working with the site: optimizing the structure, creating pages for search demand and improving content.
In addition, SEO is aimed at attracting targeted traffic, while the goal of context is not just to increase traffic, but to bring in quality users. SEO also helps keep users on the site, which affects behavioral factors and, therefore, positions in search results.
It is important to understand that when you stop working on SEO, the site loses traffic gradually - over several months, and not instantly. While when contextual advertising is stopped, traffic can drop significantly per day.
So what should you choose? Let's compare the results of SEO promotion a year after starting work with a budget of 80,000 rubles per month.
Let's assume that we analyze positions in the TOP and multiply them by the cost of the corresponding positions in contextual advertising. All calculations are made with large rounding, since the actual cost may differ significantly from the predicted one.
For calculations, we use data from the budget forecast service in contextual advertising. For example, in search results:
Using this data we get the following results:
To calculate SEO traffic in Yandex in Moscow:
Total: 844,000 rubles per month.
After 3 months the result will be as follows:
Total: 851,300 rubles per month.
Now we see that traffic from SEO on the site costs about 850,000 rubles per month. At the same time, SEO works not only in Moscow, but also in regions, and traffic from Google can be considered a bonus, since it was not taken into account in the calculations. As a result, we see that the project pays 80,000 rubles per month for SEO, which is 10.5 times cheaper than the cost of similar traffic through contextual advertising.
It is important to understand that SEO takes time to achieve sustainable results. If you are just starting promotion, keep in mind that the first tangible results can be expected in the second or third month of work. In six months, SEO will become significantly more profitable than contextual advertising, and after a year, the gap in effectiveness can reach 10-11 times.
For projects that span multiple regions, SEO can be even more beneficial. Regional traffic in SEO can cost 30-50 times cheaper than in contextual advertising, and traffic from Google is not limited to Yandex. As a result, SEO becomes 60-100 times more profitable than contextual advertising starting from the 12th month of promotion.
After the site reaches a leading position in search results, contextual advertising can be left for image purposes, for example, for branding and protection from competitors. Free funds can be used for other purposes, for example, business development.
Share your opinion. If your site has already achieved good rankings, how much do you spend on contextual advertising? What are the results and effectiveness of these traffic sources? How much does an application cost based on context and SEO?
If you have questions about SEO, do not hesitate to contact the SEO studio "SEO COMPUTER". Write to us by email info@seo.computer. We are always happy to help!
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