Search engine optimization (SEO) and paid search advertising (PPC) are two of the most powerful online marketing channels available to businesses today. They’re both effective in different ways, but you can use them together to accomplish even more!
Whether you’re looking to increase inbound website traffic or to generate more leads through your website, PPC can help boost your results if used correctly with SEO practices.
Many business owners like to use SEO (search engine optimization) and PPC (pay-per-click) together when they advertise their products or services on the web, but what are the benefits of this?
We’ve compiled ten ways to use these channels together, so your business can experience better results and get more bang for your buck. Keep reading to learn more!
In earlier articles we have already discussed about Best 9 Practical Steps for Conversion Optimization and How to Build a Digital Marketing Funnel That Generates Massive Sales
Comparison between PPC and SEO
PPC and SEO are age-old and ever-present, whether in-house or agency. SEO and PPC, when correctly combined, may help websites and organizations achieve far more excellent results than depending only on separate channels. Now let’s compare SEO and PPC and their respective advantages.
Advantages of PPC: hyper-targeted
1. Stability
PPC allows you to surf the wave of sweeping Google search engine algorithm improvements while remaining mostly unaffected, whereas organic rankings may suffer and fight to recover. Various aspects influence overall stability in Google Ads, such as budget and competition, but in general, these concerns can be handled fast and cheaply.
2. Reactiveness
You may set up a PPC campaign and be up and running in no time, dominating top positions in search results pages (SERPS) for your chosen keywords. You can create a laser-focused ad when it says, “Take my money, Google!” if you have a sale, service discount, or seasonal product offering.
3. Options for Targeting
PPC enables ultra-specific targeting, putting your ad in front of your perfect buyer. Age, gender, location, device, household income, parental status, in-market purchase intent, affinity interests, and other factors are baked into Google Ads as standard, ensuring you’re not wasting money promoting your product or service to a user who is unlikely to be interested in what you’re offering.
4. Capability for Testing
Through the targeting mentioned above, you can quickly execute A/B tests and assess ad content, images, and promotions on various demographics. You may raise spending on lucrative keywords for specific segments while decreasing spending on bad performers. You may design bidding strategy experiments and optimize and test them to your heart’s delight.
5. Visibility in general
In terms of exposure, Google Ads may display ad creative across several Google’s properties, including:
- Text advertisements on the Search network
- Google Shopping visual product listings
- Google Display Network visual ad creative across millions of websites (GDN)
- YouTube videos and other ad forms
That’s a lot of exposure.
SEO refers to organic traffic to your website
1. Free website traffic
Websites discovered and indexed by Google will receive clicks from the search results page depending on the keywords on your site pages. The common misunderstanding is that SEO is completely free. Do some keyword research, write some blog entries, and optimize some page names, and you’re finished…
In truth, for competitive keywords and sectors, top-ranked rivals are most likely investing considerably in their SEO strategy through content creation, technical improvements, link building, and public relations – all of which come at a hefty cost.
2. Longevity
Organic Google ranks will persist long after PPC ads have been discontinued. (As long as you’re not being too wicked). Rankings may fall over time, but you will remain visible.
3. Costs
In theory, if you conduct all of your website’s SEO yourself without using pricey keyword tools and trackers, the only expense you’ll incur is time. SEO may be done on a shoestring or non-existent budget if you do all of the work yourself – but keep in mind that you usually get what you pay for…
4. Higher CTRs
Organic search results often have better CTRs (click-through rates) than PPC advertising. A top Organic search ranking is more likely to provide a higher CTR than a full-position PPC ad.
So, how do PPC and SEO complement each other?
10 Ways PPC and SEO Work Better Together
To better comprehend PPC and SEO, let’s look at how these two marketing methods are utilized. Marketers have two alternatives for driving traffic to a website:
- Natural searches
- Paid listings
The first promises to boost credibility, while the latter guarantees a high ranking. According to one survey, 89.8 percent of Google users click on the first page. Only 10% of them bother to go to the second page. This demonstrates how important it is to maintain your goods on the first shelf of the supermarket.
A competitive approach that combines SEO and PPC is ideal for growing your organization. This mix of digital marketing methods results in a solid and all-encompassing digital marketing strategy:
1. PPC is sure, while SEO is like a gamble.
SEO is subject to change. Keywords that promise a lot of traffic now may not deliver the results you want later. Paid advertisements, on the other hand, are a guaranteed bet. Bing Ads and AdWords do not post your ad in one location today or tomorrow. In sponsored ads, ad ranking is relatively stable.
SEO is variable for various reasons, the most important of which is that Google adjusts its algorithm around 600 times yearly. As a result, today’s SEO strategy may not function as effectively tomorrow. SEO specialists constantly revise their SEO methods to keep up with Google’s adjustments.
For Example, Google has replaced sponsored advertisements in the sidebar with ads that appear above organic search results. This has had a significant impact on organic listings; the first three or four slots are occupied by sponsored adverts, leaving less room on the first page for websites that rely only on SEO.
It demonstrates how the Google landscape is evolving. Even the most knowledgeable SEO experts cannot forecast the most excellent SEO techniques for the coming year. Similarly, the new Google upgrade that emphasizes the context of the query rather than just employing the keyword has impacted search engine rankings. Content marketers had to rethink their strategy, and all prior efforts had been in vain.
Paid advertising provides you more control over your results than organic results. As a result, if a new Google update impacts your business, you will have the security of PPC to soften the blow.
2. Increased Online Visibility
There is a whole world of competition for a single term in the search results. Millions of brands compete for the same keyword to rank higher. We must submerge our brand in a sea of competition and wait for clients to find us.
According to experts, having a first-page presence is sufficient to attract visitors. However, the same results might result in double conversions. Apart from having a sponsored ad at the top of the list, an ideal technique is to acquire the best ranking on the first page. It will also provide you with a competitive advantage over other companies that use a single listing strategy.
3. High-Quality Traffic
Every online company is fighting to increase organic traffic. However, professionals understand that having a bazillion clicks on your website would be useless if they are of poor quality. Yes, any brand’s ultimate goal should be to generate traffic that leads to conversions.
According to Google research, organic search results can replace 50% of sponsored advertisements. It also found that when sponsored advertising is reduced, the fraction of clicks driven by organic searches increases automatically.
This means that organic searches will never drive quality traffic on their own. PPC is always required to provide game-changing results.
4. Increased Conversions
When your website receives a lot of traffic, the chances of turning leads into purchases increase. Conversions, on the other hand, will occur only if your website contains helpful material, appealing aesthetics, and is readily navigable.
It would help if you also improve your landing pages. Many pros tweak their landing pages in response to PPC and get fantastic results. This method is helpful since it allows you to optimize your landing page for a specific term.
Along with optimization, paying attention to the following factors might lead to higher conversion rates:
- Improved user experience (UX)
- Quick loading
- Optimization for mobile and desktop
- The graphics and design are excellent.
- At a glance, there is enough information.
- Support for customers
5. PPC Ads Assist in the Development of an Organic Strategy
Another clever strategy is to utilize PPC advertisements to determine which titles are most effective. Once found, they may be used to improve organic search by incorporating them into:
It will take a long time to test the titles and tags naturally. As a result, the immediacy of PPC aids in developing organic objectives. This is why SEO and PPC are frequently linked. This method proves that what works best for SEO also works for PPC.
6. Using Remarketing to Retain Customers
We can’t dispute that SEO may drive many visitors to our site. However, over 80% of clients return after their initial visit. To promote effectively, we may combine PPC and SEO. With the aid of PPC, we may launch a remarketing campaign.
These sponsored advertisements encourage clients to return and make a purchase in their second round. Our SEO efforts may be for naught if we let clients depart and do not employ PPC. This double-down tactic of re-engaging clients by luring them with merchandise is a great strategy.
7. Dealing with Negative Feedback
Brands receive both positive and negative feedback. The way a business handles unfavorable internet reviews is critical to client retention. If your company receives poor publicity or reviews, integrating SEO and PPC might be a lifesaver. This combination technique may be utilized to keep track of information and take appropriate action.
For Example: Following the Gulf Oil Spill, an outstanding illustration of this method was witnessed. Following this incident, BP took an innovative approach by using PPC advertisements to link with the phrase “oil leak.” The ad was intended to spread the cleaning narrative by redirecting viewers to a specific page.
In this approach, BP turned a flawed narrative into a favorable one for their company; they controlled the material people saw when looking for an oil disaster. Other brands may use this strategy to convey to their customers their side of the story. With this combined SEO and PPC approach, regaining client confidence became attainable.
8. Campaigns on Social Media
We are all aware that the social media environment is rapidly evolving. The barrage of advertising strategies has provided marketers with a plethora of instruments. PPC advertisements are one of them.
Channels such as LinkedIn, Facebook, and YouTube allow tailored advertising. These advertisements are intended to reach a specific demographic. The groups can supply SEO with helpful information. As a result, combining PPC and SEO adjustments might considerably increase conversions.
For Example: With PPC advertisements, a motorbike manufacturer efficiently targets its perfect clientele in its ideal area. It created a target group consisting of 25-year-old men living in Kansas.
Aside from that, these males are interested in motorcycles. The brand was able to target this specific segment with the use of Facebook’s profile. Furthermore, these Facebook profiles revealed client insights, and the SEO approach was adjusted appropriately. This has resulted in more conversions and a higher return on investment (ROI) in six months.
9. Testing and Future Plans
One of the significant disadvantages of SEO is its slow response time. It takes a long time to acquire the fruit from the seeds. In PPC, however, the situation is very different. It provides visibility quickly due to its fast action feature. As a result, PPC is perfect for trying new methods to determine if they will succeed in the long run.
For Example, a software firm evaluated a website with two product sequences:
- Products are listed in ascending price order.
- Products are listed in descending order of relevancy and client desire.
- The corporation then employed pay-per-click (PPC) adverts to generate visitors to the site.
After a few days, analytics revealed that the items presented for rising prices had more traffic. Therefore, the firm learned how to configure the products to receive more traffic. This could never be accomplished by biological means alone.
10. Improving PPC Quality Score
PPC and SEO are like hitting two birds with one stone. SEO professionals often optimize a website for organic results. They can, however, optimize their Ad quality score by collaborating with the PPC team. If the advertising quality score is improved, the budget might be reduced. This funding may then be utilized to promote the content, launch new campaigns, display advertisements, and so on.
Final Thought
According to Search Engine Watch, the combined effect of pay-per-click (PPC) and search engine optimization (SEO) methods increased conversions by 200 percent. These two tactics are viewed as two sides of the same coin.
However, both SEO and PPC are effective tactics with particular drawbacks. When utilized in tandem, the risks of both techniques are significantly decreased. Indeed, PPC and SEO complement one another and bring out the best in each other. A combination strategy is more dependable and yields more excellent conversion rates.