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 of increasing a website's organic traffic through improved visibility and site authority. Alternatively, pay-per-click (PPC) advertising seeks to drive traffic through carefully created and targeted advertisements in search engines, social media, and other popular online destinations.
Although each is different, they both aim to achieve similar goals. Additionally, SEO and PPC strategies often depend on each other and feed each other with vital information that helps improve each other's performance. The question should not be whether you should focus your efforts on SEO or PPC, but rather how you should combine the two in order to achieve the best possible results for your business.
Strong presence on search engines
You probably already know that improving your website with SEO gives you a better chance of ranking on the first page of search engines , or even in the first position, for one or more keywords that you are targeting. Additionally, purchasing 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 taken to a landing page where they learn about a company and its offerings. From there, they could explore the site further to get a better brand review .
This consumer has just learned about 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 through to their 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 leads 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 in order to surface in related searches. For businesses to appear in search engine queries, they need to target the right words and relevant phrases.
For businesses optimizing their site for organic search, chances are you already have keyword data that can help inform your PPC campaigns and thus produce better results. For those new to SEO, evaluating the effectiveness of your efforts can be a challenge since results take time to appear. However, because PPC campaigns generate immediate results, advertisers can harvest keywords that have proven profitable and pass this information on to SEO teams to optimize pages and improve visibility and traffic.
Improves user experience
Every time your PPC ads or organic listings get a click , you ideally want the visitor to convert. This is why you must focus on optimizing your landing pages to make it easier for Internet users to use and index in search engines .
Landing page optimization includes tasks such as writing copy that focuses on the customer and their needs, adding attractive images, speeding up page load time, modifying forms that capture the interest of prospects and the addition of an attractive call to action (CTA) button. Remember, optimized landing pages are not only crucial for your SEO and PPC campaigns , but also for your overall marketing campaigns.
Best Content Strategy
High-quality content will help you convert your prospects more easily. When people search for a keyword in Google, they are 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 your 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 prospects who take time to decide. 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 come back to complete their conversion later — purchasing a product, making an appointment , a quote request, etc. Without remarketing, these users might have been completely forgotten about.
Need help creating a seamless SEO and PPC marketing plan?
To summarize, your business needs SEO as much as PPC. The benefits you'll get from integrating the two are far greater than anything you can get from using just one of them.
If you're not getting the influx of customers you think you deserve, your SEO is probably not as good as you think it is. We suggest you review your digital marketing strategy and our experts at Bofu Agence Marketing are here to guide you. As a digital marketing agency that specializes in SEO among other things, we will help you create real results for your business.
To find out how we can help you improve your website's visibility in search engines, retarget your site visitors, test new keywords and make smarter marketing decisions with using SEO and PPC, contact us today.
GOOGLE PARTNER MARKETING AGENCY
Structuring your business growthby establishing a precise strategic plan , allowing it to accelerate its development
and generate a return on investment
fast and measured.
Learn more about our Google Partner Agency certification here.
