In the past decade, thousands of businesses have increased their investment in digital marketing. There are two branches of digital marketing that involve the advertisement and placement of your website on search engines like Google and Bing. These branches are PPC and SEO.
Search Engine Optimization or SEO
SEO, or search engine optimization, is a free marketing method that requires an immense amount of time, energy, and skill to complete successfully. The ultimate goal is to place your website as high on the results page as possible. The higher your ranking, the more organic traffic your campaign will produce.
Pay-Per-Click or PPC
PPC, or pay-per-click, is a form of advertising that can lead to an instant boost in traffic. Your brand will be placed in front of your target audience based on the keyword or factor you choose. For each click your website receives, your bill increases.
Rather than deciding between these two excellent forms of search engine marketing, we suggest combining them to build a competitive and effective campaign.
Here are five reasons why PPC and on-going SEO are simply better together.
Even when keywords and campaign goals aren’t tied together, PPC and on-going SEO can influence each other. Paid advertisements, for example, don’t affect organic rankings directly – but they can improve organic performance.
Why? Because users are more likely to click on organic results when they have a matching paid advertisement. The value of two links on a single page is staggering. Even better, once users choose to visit your website, they often click the natural link to avoid further advertising. This saves you click-based cash while boosting your traffic.
One marketing campaign is always better than two. When you target a similar audience with both SEO and PPC campaigns, you double your exposure. Since SEO is free and PPC is fast, there’s little reason not to invest in both options.
Share Important Data
When you run a single marketing campaign, how much data do you collect? When you run two campaigns, your data is twofold – and you can use that data to influence your marketing decisions in the future.
For example, if your SEO strategy succeeds in ranking your website highly for a certain keyword, you can increase visibility and brand authority by starting a PPC campaign for the same keyword.
Fight Negative PR
Someday, someone will say something negative about your company. When this happens, PPC and SEO can be used for damage control. You can guide the conversation by handpicking your keywords.
For example, BP purchased PPC advertisements after its famous oil spill. The advertisements, linked to keywords describing the accident, led readers to an engaging page about the company’s cleanup effort.
SEO and PPC have unique weaknesses that discourage business owners from using them. SEO can take months or years to succeed. PPC, while fast-acting, isn’t permanent. If you want your traffic boost to continue, you must continue to invest.
By using both marketing tools, you can test keywords with PPC before optimizing your website, ensuring you’ve used the right phrases. You can also enhance your SEO results with PPC, encouraging longer-lasting results.