PPC (Pay-Per-Click) and SEO (Search Engine Optimization) are two of the most powerful search engine marketing techniques that marketers use to increase a website’s competitiveness on the internet. SEO utilizes a range of strategies such as on-page website optimization, keyword analysis, content creation, and link building to boost a site’s ranking on organic or unpaid search engine results pages (SERPs). Meanwhile, PPC leverages paid placements on major search engines to deliver and track leads to a website.
Although both SEO and PPC marketing strategies enable retailers to obtain better website leads, these techniques are often handled separately. Some businesses only invest in one as they think these marketing techniques are alternatives to one another. But this may be a tragic mistake – SEO and PPC can be combined to further boost a site’s potential and achieve better rankings on SERPs.
Here are the benefits businesses can obtain from implementing both PPC and SEO marketing strategies.
Increased Visibility and Lead Conversion
Keyword optimization is important for both SEO and PPC. Targeting suitable keywords or phrases to attract potential customers will help businesses to rank higher in the SERPs for relevant search queries.
Utilizing the correct keywords may be easier for companies that have been optimizing their website for search engines. They have existing keyword data that they can leverage for their PPC or SEO campaigns, producing better outcomes.
On the other hand, finding the right key phrases may be challenging for businesses new to these marketing strategies, particularly those new to SEO. But, using both SEO and PPC marketing techniques can make the task easier for marketers.
Since PPC campaigns leverage paid targeted adverts in search engines, they generate traffic and produce results almost immediately (compared to SEO). This can be advantageous for marketers, as they can use keywords or phrases that have proven to be profitable and share the keyword data to SEO teams, allowing for better keyword priority and increased chances for prospect clients to convert.
Better Brand Awareness
Apart from increasing conversions, SEO and PPC synergy can also help maximize a business’s brand awareness. This is fundamental to marketing as consumers almost often choose the more familiar brand name when selecting between competing brands.
Businesses can use their PPC campaigns to make their target audience aware of their brand. When prospective customer clicks on a PPC ad, they are taken to another web page where they will be able to learn about the business and offered products or services.
Even if they do not convert right at that moment, they will likely remember their interaction with the enterprise when they search for a similar product or service in the future. This means they are more likely to click on the brand’s organic listings.
SERP Domination
About 75% of average web users do not go beyond the first page and usually only look at the first five listings on SERPs. Therefore, dominating the SERPs, particularly page 1, is imperative.
Using both SEO and PPC campaigns can potentially enable a website to take up a large portion of SERPS – showcasing paid ads at the top of search results and organically ranked listings below. So, even if a search engine user skips the ad section, they will find the brand on the first five organic listings.
Combining the two search engine marketing strategies allows businesses to gain better visibility to their target market. In addition, they can more effectively encourage prospects to visit their site and convert to paying customers.
Improved Google Ads Quality Score
Implementing both PPC and SEO campaigns can also help improve a business’s Google Ads Quality Score. This is how Google rates the quality and relevance of keywords, ad copies, and landing pages to search engine users. A business can be given a Quality Score of 1 to 10, with 10 being the highest.
The Quality Score affects an ad’s position in search rankings and its keywords’ cost per click. Simply put, the higher the quality score, the higher the ad is in search rankings and the lower the cost per click.
Since one of the top factors that can affect Quality Score is the quality and relevance of an ad copy’s landing page, marketers can maximize their SEO campaigns to optimize the landing pages of their ads. With an improved Google Ads Quality Score, businesses can maximize their PPC campaign’s return on investment (ROI).
Conclusion
Solid integration of both SEO and PPC strategies as part of a business’s search engine marketing campaign can bring opportunities for better exposure on SERPs. Consequently, combining the two digital marketing techniques can produce high-impact results for brand awareness, website traffic, and conversion rate.
Furthermore, to guarantee successful SEO and PPC campaigns, businesses must partner with a reputable outsourcing SEO agency with proven strategies. WhitelabelSEOAgency.net is a full-service agency that can help small to medium-sized enterprises to grow their business without needing to build or expand their internal team.
References
https://blog.hubspot.com/marketing/seo-and-ppc-alignment
https://moz.com/blog/8-ways-ppc-and-seo-are-better-when-used-together
https://medium.com/@spsdgtl/why-you-should-use-seo-and-ppc-together-5b02c071d608