HOW SEO AND PPC WORK TOGETHER?
What is SEO?
SEO involves optimizing your website so it will appear in search engine result pages for products or services related to your business when people search for those products or services. As your pages rank higher in search results, you are more likely to attract prospective customers and existing consumers.
What is PPC?
PPC, also known as pay-per-click advertising, is a technique used by advertisers to pay publishers for each click on their advertisements. A pay-per-click (PPC) model may also be referred to as a cost-per-click (CPC).
Most search engines (including Google) and social networks (including Facebook) offer pay-per-click advertising. PPC advertising is usually run through Google Ads, Facebook Ads, or Twitter Ads.
PPC campaigns and SEO campaigns are often handled by two separate teams in many organizations. The teams run parallel to each other, even competing at times. Google research, however, shows that they are in fact working together.
How do SEO and PPC work together?
Since they both work to increase leads, conversions, and market exposure makes it easy to believe they could work together. Is it worth investing in both?
SEO and PPC help you maximize traffic to your website by providing better traffic. Although the use of both methods requires effective methodologies and strategies, the combination can yield great results.
This is because SEO works to get you the best rankings on search engines for keywords you are targeting. This means that your website will appear higher in the organic search results. When your website appears in the organic search results, more people will click on it than when it is not ranked.
PPC, on the other hand, works to get you more traffic through paid ads on search engines. You can pay to have your ad appear in the first few search results. When this happens, more people will click on it than when it appears further down the search results. In addition to the above, the combination of SEO and PPC can also increase your conversion rate by a lot. The combination of SEO and PPC can be an effective strategy if you are willing to invest time and resources into it. However, this should not be done without careful consideration and planning.
The most obvious case of a PPC campaign working with an SEO campaign is when a company uses Google Adwords for its PPC ads and Bing Ads for its SEO campaign. The PPC team would be responsible for creating keywords for the campaign, optimizing the landing page for those keywords, and selecting ad copy that aligns with the landing page’s content. The SEO team, on the other hand, would optimize the landing page for the keywords in the PPC campaign and ensure that it matches the ad copy.
There are several ways in which combining SEO and PPC can benefit your overall marketing strategy:
1. Create instant awareness for long-term benefits
A paid ad campaign can result in immediate results. Once a campaign is launched, your ads can go live within minutes, giving your brand or business instant visibility and (hopefully) traffic. As SEO results do not appear right away, PPC takes the place of organic search efforts while you wait.
However, when it comes to long-term SEO success, it’s the small wins that make all the difference. With PPC, you have the opportunity to create awareness for your brand or business that will generate sales long after your ad campaign has ended.
Long-term SEO efforts work in a similar way. While it is true that you cannot rank on Google overnight, the small wins add up over time. Building links, increasing content, and sharing helpful information are just as important as keywords. The point? If you’re looking to increase your ROI and generate sales from PPC, consider long-term SEO goals as well. Both are equally effective, but they take different amounts of time.
2. Increased visibility in search results
SEO and PPC together can enable your brand to become more visible in search engine results. Using paid search ads, your paid ad and organic search result can appear at the same time, thereby increasing your authority and chances of attracting more traffic.
When you advertise on both platforms, it is also important to make sure that your ad content matches your organic search result. In other words, if you are advertising a “best seller” product in Google AdWords, then you should also be advertising the same product on your website.
Using SEO and PPC together can enable your brand to become more visible in search engine results. Using paid search ads, your paid ad and organic search result can appear at the same time, thereby increasing your authority and chances of attracting more traffic. When you advertise on both platforms, it is also important to make sure that your ad content matches your organic search result.
3. Discover more about your audience
Through paid ads, you can find out what makes your target audience click. Which images and texts work well for you? By combining the information you gather from PPC campaigns with your search engine optimization efforts, you can utilize your understanding of search intent and consumer preferences to write better copy based on what keywords your audience is using.
Paid search advertising may be one of the least glamorous parts of inbound marketing, but it’s a critical tool for any size business looking to attract new customers or upgrade its current customer base. The key to a successful campaign is identifying which search terms your audience uses to find products or services online, then creating ads that rank well in search results.
Why should you do it? Because it can give you valuable insights into your current marketing campaign and help you plan future campaigns. The most common type of keyword research is competitive analysis. This will show you what keywords people are searching for, what websites are ranking for those keywords, and how much each competitor is spending on paid search ads. It’s also a great way to see what terms people are searching for that aren’t necessarily related to your industry.
4. Respond to time-sensitive content
If you’re running a webinar or conference, or have seasonal products, SEO may not be enough to reach your audience. PPC ads can accomplish the same thing by placing you right in front of your audience.
You can even target specific audiences based on keywords and other data. PPC is a good option if you want to attract new customers and you know that they will be searching for your product or service. However, it’s important to remember that you can’t just use PPC as an end-all solution. You need to put in the effort and create good content to attract search traffic to your site.
5. Traffic from organic search through remarketing
Another benefit of combining PPC and SEO is remarketing traffic generated by SEO with paid ads.
Let’s say your website page is consistently ranked high in search results. You are driving a lot of traffic to this site through organic search, and you can now use contextual advertising to reach the same visitors. Because these visitors are already familiar with your brand or business, remarketing ads can be extremely effective at driving conversions.
Google has made it easy to set up remarketing campaigns for PPC or SEO. Remarketing ads are targeted to specific websites that have visited your website, so they will only show when people are on your website. You can also set up remarketing ads so they appear on websites with similar content as your site. This can help increase the chances of a visitor converting.
CONCLUSION:
The most important thing to remember when using both SEO and PPC is that they are not competitors. SEO and PPC work in tandem to drive traffic to your website and help you generate more leads. There are many ways to optimize your site for SEO and PPC, but if you don’t use them together, you may be missing out on a lot of potential traffic. This relationship between organic SEO and paid search campaigns is just another example of how a successful marketing department today cannot be separated. Get your teams to work together and see how your teams can benefit your business by working together.
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