PPC and SEO are two sides of the same coin. However, most of the time businesses consider them individually and a combined strategy is never implemented. There are many benefits for a combined SEO and PPC strategy than both done singular.
Search Engine Optimization is the act of improving the code, content and presence of a website to increase its chances of ranking well in popular search engines. By using SEO techniques organic search results are generated. Organic search results are the non-sponsored search results that display in the top ranking of a web search.
Pay Per Click is a way of marketing in which advertisers pay a fee each time one of their ads is clicked. It allows business owners to list their website in search engine by paying for sponsored advertising.
Let’s have a look at some of the benefits of a combined PPC&SEO strategy.
A combined SEO and PPC approach will give your business a better visibility. Top results on most Search Engine Result Pages (SERPs) are PPC ads. Along with a better SEO practice you can dominate the organic search results. Being on top of sponsored and organic search results would give your company an impression of an established firm. Having a paid and organic search listing has proven to increase the total web traffic and influence the customer to make a purchase.
Running SEO and PPC simultaneously generates double the amount of keyword data to analyse. This way you can get to know better which organic and PPC keywords are getting high conversions. PPC ads are a good way to optimize keyword strategy which can be used to refine keywords for the evolving SEO marketing technique.
Combat Negative PR
Businesses are prone to negative reviews and comments in online platforms. These can be combated effectively by targeting SEO and PPC for these negative keywordsand redirecting to compliance pages. PPC can be used effectively if your company is facing allegations on products or quality. In the recent past several companies have come up with paid campaigns to restore consumer faith and brand loyalty.
Social Media Analysis
Social media is the next gen market where companies are concentrating most of their sales pitches. Targeted ads provided by social media platforms like Facebook, YouTube and LinkedIncan be used to deliver custom ads to selected group of people. PPC ads like this can be targeted on specific users within specific area and age group. The information analysed this way can be used to build a better SEO strategy. This data from PPC ads will be helpful in discovering user preferences, search keywords and other useful information.
Organic Content Strategy
Strategies working for PPC can be used as a torch light to frame organic content strategies for SEO. By determining which PPC ads returns more conversions, you can create title tags, meta descriptions and content for the page you want to rank organically. PPC ads return test results very quickly and you come to know what works and what does not. On the contrary organically testing the same will take more time.
Combing PPC and SEO technique, your business could harvest the trust generated by organic search and boost sales and visibility in a faster period using the power of paid advertising. Both are complimentary and each have its own ups and down. Please refer to the infographic for a comparison between SEO and PPC techniques.