It is our firm belief that digital marketing can only work with a holistic approach. For that reason, we are paying special attention to the combination of Pay-Per-Click Advertising (PPC) and Search Engine Optimisation (SEO).
Before we get into it, we should mention that most people view these strategies as being separate. And, to be fair, they do differ in multiple ways. However, in the end, they do share the same basic strategy – search improvement. This is why that for most businesses, we are able to combine these two approaches to achieve better results than if we just used them separately.
The most notable benefits of using both SEO and PPC are as follows:
- Pay-Per-Click conversion rates and keyword data can help you boost your organic search results;
- Both approaches can increase the amount of traffic to your website. SEO helps through improving the Click-Through Rate of organic searches, while PPC provides more visitors through paid clicks;
- Expensive keywords can be transferred to the search engine optimisation strategy to lower the costs of PPC advertising;
- PPC offers the ability to test keywords before including them in long-term strategies;
- The increase in the visibility thanks to better optimisation and paid clicks can boost brand awareness in SERPs.
Let’s explore some of the ways these two approaches can work together and help you and your business:
Increasing Visibility in Search Engines and Social Media
One of the essential things these two approaches have in common is their goal. Namely, they both work towards increasing the exposure and profitability of a site. This exposure will, in turn, significantly boost the position of the website on SERPs. Managing the organic results and combining them with PPC visitors will undoubtedly increase the traffic. Also, it will build a reputation and establish the presence of the website in the market.
In essence, using PPC ads that are correctly targeted and getting high rankings in search engines gives your audience two access points they can use to reach you. And, the more people visit the website, the stronger they perceive your authority to be.
Moreover, you can use the targeted data social media websites like Facebook, and Twitter offers advertisers to refine your SEO strategy.
Keyword Data Sharing
SEO and PPC campaigns both come with a variety of tools you can use to gather data. And, combining these two approaches, you can get a large amount of information. By analysing that data, it is easy to examine metrics that both methods offer. Those metrics include the click-through rate, exit rates, conversion rates, and time spent on the website.
That data can help you create a list of keywords that are generating the most sales. Conversely, it can also help you identify keywords that generate traffic but are not likely to convert that traffic into purchases.
In the end
Gaining exposure on search engine results pages was not always as complex as it is now. However, the growth of the competition has changed the way marketers operate. Depending on the industry a company works in, the look of the results pages can vary drastically. For that reason, companies have to understand their specific niches in order to succeed fully.
Now, more than ever, it is vital for companies to lead aggressive digital marketing campaigns. And, one of the best ways to do so is to use the abilities of both SEO and PPC campaigns simultaneously as opposed to just letting them work independently.
If you need help, do not hesitate to contact us.