In business the most important condition to turn a visitor to a website into a client is Trust. Before a visitor can become a client he first has to become convinced that you will meet his expectations.
This seems obvious , but can this be proved empirically?
To prove the point I am making here I will offer som Google Analytics statistics as evidence. People tend to trust paid advertisement less than free publicity. So by comparing conversion rates of Advertising and natural traffic to a website, it can be proved how important trust is.
In the last month a German webshop selling packaging materials shows a conversion of 0.65 percent for Adwords Advertisement and a whopping 3,78 for organic visitors. That means that organic visitors buy at nearly 6 times the rate of visitors to the webshop clicking op paid ads.
Finally it is obvious that investing in organic results by engaging an SEO firm makes a good business case.