An integrated SEO and PPC strategy can drive quality web traffic and improve your online visibility. Data from Techjury shows that 60% of user clicks on one of the top three results on a search engine results page, highlighting the value of combining organic search optimization with paid advertising to reach your target audience.
SEO, or Search Engine Optimization, helps promote your site in search engines like Google organically. SEO can be done on its own but it’s best when used with another marketing technique called PPC (Pay-Per-Click, paid ads).
SEO and PPC combined strategy can work together to help increase conversion rates and traffic for your business by making sure people find what they’re looking for which is what we all want
Let’s talk about your complete guide and strategy for using them together!
SEO Vs. PPC
To get started, let’s first discuss the differences between search engine optimization and pay-per-click ads. Although their intent is the same, to get people to your site, the way they performed and used are slightly different in online marketing.
How Does SEO Work
SEO uses organic keywords based on the content of your site. SEO is about being found in search engines’ natural results, which are shown at the top of Google. SEO requires research and planning to find the best keywords for your niche market to create higher rankings.
Once those keywords are chosen, they are carefully placed strategically throughout your site. SEO isn’t just about keywords though, it also means optimizing your site with better website speed, user experience, mobile experience, backlinks, and much more.
Understanding PPC Strategy for Fast-Track Lead Generation
PPC marketing on the other hand, is a direct approach to lead generation through targeted advertising on search platforms like Google Ads and Microsoft Advertising.
You only incur costs when a user clicks your ad, making this a cost-efficient method to promote products or services, test landing pages, and increase brand awareness.
With streamlined setup and immediate placement in search engine results, PPC enables businesses to reach their target market efficiently.
The Differences Between Them
Although both methods are focused on getting traffic to your site, their purposes are very different.
SEO needs time and research to see what keywords work best for your niche market, whereas PPC ads can have an almost immediate impact if you choose a keyword or phrase that resonates with the people who click it.
They both help you to promote your business and ensure that potential customers can find you but using different methods. This means if you want to get the most out of your marketing strategies, you should use them together!
How Your PPC Strategy Can Help Your SEO Strategy
Now that we have a grasp of SEO and PPC, let’s dive into how you can combine these two into a fantastic online marketing campaign. Let’s take a look at all of the ways these marketing techniques support each other.
SEO Helps to Increase PPC ROI
Each of your PPC campaigns is based on an escalation in sales. You are essentially looking for someone to click on your ad and purchase the product (a conversion). By properly implementing SEO throughout your website and products, you can help to improve those conversion rates.
If your products are enhanced with keywords, tags, ext. this will increase the overall operation and escalation in sales for your products.
Maximize Your SERP
Running a PPC campaign can get you at the top of search results and become the first one a potential customer will see, however, having the first spot doesn’t always guarantee a click.
By combining SEO campaigns with your PPC, you can potentially get the first couple spots as well as the ones under it in the organic results. Meaning you can potentially cover a large portion of a single search result and greatly increase your chances of conversion.
PPC Helps Promote New Products
When bringing out a new product, you typically won’t have a history of sales, keywords, or organic listing for the product. After all, it’s brand new. This can potentially harm your organic ranking at first.
This is where PPC can come into play. By running a PPC campaign based on your new products, you’ll be able to get traffic to your new product and page and increase its SEO viability quickly.
Keyword Research for PPC
By conducting keyword research for your SEO efforts, you’ll already have a list of words and phrases that are related to your business and products. Not just a list of keywords though, you’ll know what has worked and what hasn’t.
This will help to ensure that your PPC campaigns are targeting the correct keywords, which will result in higher click-through rates (CTRs) and more conversions. After, when you put money into PPC, you want to make sure as many clicks convert as possible.
Furthermore, using the same keywords in both your SEO and PPC campaigns can help to increase the effectiveness of each campaign and improve your overall ROI.
Better Brand Awareness
When a potential client clicks on your PPC ad, they are taken to a landing page that informs them about you and your services. They may expand their research to learn more about your company by clicking on one of the links. They might then continue to explore your site in order to get a better idea of the brand.
If a customer like this doesn’t convert, they will have noted your brand and your products or services.
With proper SEO, that same potential customer could find you in the near future by searching for your brand or products, but only if you’ve optimized your website and content to rank for proper keywords.
A Marketing Strategy that Works
SEO and PPC are the perfect tools for marketers to use together.
SEO will increase your CTRs and conversions on PPC campaigns because they’re both targeting the right keywords which have been proven through SEO keyword research. You can also combine SEO with PPC in order to maximize SERP positions as well as brand awareness online.
If your business has questions about these marketing techniques or needs a marketing wizard to do it for you, contact us today. We’d love to hear from you!
