Why combine your PPC and SEO strategies?

If your search engine optimization (SEO) and pay-per-click (PPC) strategies are working in silos, it's time to change that.

Search engine optimization (SEO) is a method for increasing organic website traffic through improved visibility and site authority. Alternatively, pay-per-click (PPC) advertising seeks to generate traffic through carefully created and targeted ads on search engines, social media, and other popular online platforms.

While each is different, they both aim to achieve similar goals. Additionally, SEO and PPC strategies often rely on each other and feed each other with vital information that helps improve the performance of the other. The question shouldn't be whether you should focus your efforts on SEO or PPC, but rather how you should combine the two to achieve the best possible results for your business.

Strong presence on search engines

As you probably already know, improving your website with SEO gives you a better chance of ranking on the first page of search engines , or even in first position, for one or more keywords you are targeting. Additionally, buying PPC ads for that same keyword with a high enough bid allows your ad to appear at the top of the page when someone searches for that keyword.

If you optimize your website and purchase PPC advertising for a particular keyword, you ensure that your brand dominates the search results and thus, you have a better chance of capturing valuable clicks from your prospects.

Increased brand awareness

When a consumer clicks on a PPC ad, they are redirected to a landing page where they learn about a company and its offerings. From there, they can explore the site further to gain a better brand assessment .

This consumer has just become aware of the company and what it offers thanks to the PPC ad. When this person searches for similar products or services in the future, they will likely remember their interaction with the company's website and click on its organic listings.

As potential customers become more familiar with a brand, they are more likely to engage with its listed content organically, leading to high levels of traffic and conversions. PPC advertising helps generate awareness for a business, even if prospects don't convert immediately, which can lead to more organic traffic in the future.

Increases website traffic

Both PPC and SEO rely heavily on keyword optimization to rank in related searches. For businesses to appear in search engine queries, they need to target the right words and phrases.

For businesses optimizing their site for organic search, chances are you already have keyword data that can help inform your PPC campaigns and produce better results. For those new to SEO, assessing the effectiveness of your efforts can be challenging since results take time to appear. However, because PPC campaigns generate immediate results, advertisers can harvest keywords that have proven profitable and share this information with SEO teams to optimize pages and improve visibility and traffic.

Improves user experience

Whenever your PPC ads or organic listings get a click , you ideally want the visitor to convert. That's why you should focus on optimizing your landing pages to make them easy for people to use and indexed by search engines .

Landing page optimization includes tasks such as writing customer-centric copy, adding compelling images, speeding up page load times, modifying forms that capture prospect interest, and adding an engaging call-to-action (CTA) button. Remember that optimized landing pages are not only crucial for your SEO and PPC campaigns , but also for your overall marketing efforts.

Best content strategy

High-quality content will help you convert leads more easily. When people search for a keyword in Google, they're looking for the simplest solution to their question or search term. You want to write content around a keyword that can be used for both organic and paid search. Additionally, the page should be able to be used as a landing page that converts your visitors.

Data from your PPC campaigns will help you improve the quality of your content, allowing you to test and optimize it for future organic and paid campaigns.

Optimizes remarketing campaigns

Let's say your website ranks fairly well thanks to your SEO efforts and attracts a good number of visitors, but these are potential buyers or leads who are taking a while to make a decision. You can combine your SEO with a form of PPC called remarketing to reach visitors who have previously interacted with your brand and encourage them to return to complete their conversion at a later date— purchasing a product, booking an appointment, requesting a quote, etc. Without remarketing, these users might have been completely forgotten.

Need help creating a seamless SEO and PPC marketing plan?

In short, your business needs SEO as much as it needs PPC. The benefits you'll gain by integrating the two are far greater than anything you can achieve by using either alone.

If you're not getting the influx of customers you think you deserve, your SEO probably isn't performing as well as you think. We suggest you review your digital marketing strategy, and our experts at Bofu Marketing Agency are here to guide you. As a digital marketing agency specializing in SEO, we'll help you generate real results for your business.

To learn how we can help you improve your website's search engine visibility, retarget your site visitors, test new keywords, and make smarter marketing decisions through SEO and PPC, contact us today.

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