Website design By BotEap.comWhen you think of SEO, you’re probably thinking of organic search strategies or the methods you’re using to increase your visibility in search engine results pages (SERPs). Pay per click (PPC), on the other hand, is when you actually pay for that visibility. If you’re looking at the two as entirely separate tactics, you may be missing out. Thinking of PPC and SEO as two components of the same campaign will help you coordinate your efforts and multiply your results with a cohesive strategy.
Website design By BotEap.comSearch engine marketing is an all-encompassing term that includes both PPC and SEO tactics to improve your visibility on the web. A balance of the two is key to short-term and long-term success with search engine marketing. The bottom line is that both PPC and SEO have the ultimate goal of converting visitors (either through click-through rate or conversion rate) and converting your audience into paying customers.
Website design By BotEap.comWithout SEO, your PPC efforts could be a failure. Why? If your landing page isn’t relevant to the ads you’re showing, your visitors will walk out the door instead of shelling out their hard-earned money.
Website design By BotEap.comkeyword research
Website design By BotEap.comOne of the most important things that PPC and SEO share is the need to do extensive keyword research. The same keywords you are using to entice visitors to click on your ads could be the same keywords you want to use to improve your organic ranking on your site content and off-page SEO efforts, but they are not. forever.
Website design By BotEap.comPPC keywords should have high search volume but low competition for the ideal match. Of course, that cannot always be achieved. Depending on your niche, the competition can get quite strong with some hard-to-beat websites occupying the first page of Google’s SERPs.
Website design By BotEap.comCompetitive advantage
Website design By BotEap.comBeating your competition in the SEO game, especially if your competitors have had a strong web presence for years, is no easy feat. It can be done, but it will take time. With PPC, on the other hand, it is possible to beat your competitors quite easily if you have enough cash to outbid them on your desired keywords. Cost is not the only factor that comes into play, but it is an important one.
Website design By BotEap.comshort term vs long term
Website design By BotEap.comSEO is a long-term strategy that you want to maintain with consistent effort. PPC can be used as a short-term tactic to gain visibility on the front page of the SERPs before you’ve had time to ramp up your SEO campaign.
Website design By BotEap.comBut PPC isn’t just for short-term profit. Many companies continue to use PPC for years and make huge profits. The key is to find the sweet spot where your investment pays off in terms of ROI, in which case, it doesn’t make sense not to. If you could spend $500 a month to get a guaranteed payment of $5,000, would you?
Website design By BotEap.comGiven the similarities between the approach and the short-term and long-term fringe benefits, many companies opt for a multi-channel approach, focusing their efforts on both SEO and PPC to ensure their site’s viability over time.
Website design By BotEap.comIt doesn’t end there. The exposure you get from your PPC campaign (brand awareness, paying customers, and repeat business) can actually boost your SEO. Things like repeat visitors, backlinks, social mentions, positive online reviews, and social followers continue to be important factors for Google when determining which websites have the most value.
Website design By BotEap.comCombining the two: a cohesive strategy
Website design By BotEap.comThe best way to approach it is to think of PPC and SEO as a single, comprehensive campaign that has two different tracks. When you consider both approaches during the strategy planning phase, you’re more likely to consider how the two will complement each other when actual visitors view or click your ads and reach your landing pages.
Website design By BotEap.comWhen you’re thinking about the terms that visitors searching for your products and services are likely to enter, you should also consider what information would be most compelling once they land on a promising web page.
Website design By BotEap.com• What information can you display that is most relevant to the search query?
• What data will convince your prospects to click the “buy now” button?
• Does the landing page relate directly to the ad copy that brought the visitor to it?
• Are your headlines clear and engaging?
• Does your landing page link to related areas of your site that will provide more detailed information?
Website design By BotEap.comThe best of all these considerations is that if you plan your landing page and site copy to complement your PPC campaign, you’ll already be attracting search engines without even really trying. When you answer these questions, you are writing for the reader, not the search engine. That means you’ll have meaningful and relevant high-quality content, which is exactly what Google is looking for today. By balancing the two components of search engine marketing, you will make your life easier and reap great rewards while doing it.
