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The Search Engine Optimisation (SEO) and Pay Per Click (PPC) marketing strategies have traditionally pitted themselves against one another. Proponents of each have argued that their approach is better than the other. However, opinions are now beginning to change, with many companies noting the benefits of using both SEO and PPC in harmony.
SEO vs PPC
SEO involves increasing the visibility of a website or specific web page within search engine results, which is perfect for promoting your brand. For more information on SEO, click here. With successful SEO the chosen website will appear more prominently in the ‘organic’, or natural, search results and therefore receive more visitors.
By contrast, with PPC, advertisers (you) pay the search engines or content sites when their advertisement is clicked. This article is a good starting point for PPC beginners. Typically, the prices are fixed for content sites but users have to bid for key phrases on search engines. PPC drives in even more traffic, so employing it alongside SEO can really benefit your business.
Identifying The Best Keywords
Firstly, through the use of PPC, you will be able to see which keywords drive customers to your website. Once the most useful terms have been identified, these can be incorporated into SEO strategies. SEO tends to be a longer-term process. So, using the quick results provided by PPC can help you concentrate your efforts in the most important areas and not waste any time.
If PPC shows certain keywords are providing a lot of traffic, you can then ensure the landing page contains relevant persuasive information on these areas. Creating the best possible landing page will increase both your overall PPC quality score and the number of results you receive through organic SEO.
Identifying Gaps in The Market
Through PPC, you will be able to track which pages your advert is shown on. If it is consistently used on a certain website, a good strategy would be to examine that site’s content. If it includes something relevant to your business which is not incorporated into your own web pages, then you will have found a gap in your marketing. Addressing this issue by writing your own similar content may lead to more traffic and reduce your dependency on advertisements.
This method will be particularly useful for new websites or web pages. New content is unlikely to get the same amount of traffic as established sites. Therefore, PPC advertising could be invaluable. It will bring attention to recent developments, providing the company with keywords to include and ways to expand SEO.
To ensure that what you have learned from PPC benefits your organic SEO, you need to be consistent with both disciplines. Occasionally, companies introduce better offers on PPC adverts than appear in the organic search results. If you offer a 50 per cent discount in an advertisement, but only 30 per cent off in the organic search, very few people will click on the latter. This will lead to spending more money on PPC as well as reducing the effectiveness of your SEO.
Alternatively, results received through organic SEO may provide some surprising keywords or phrases that can be incorporated into your PPC scheme. This demonstrates the advantages of using them simultaneously.
In order to test whether your marketing strategies are working effectively together, you can investigate the conversion pathways. Instead of simply recording the final advertisement viewed before the conversion, all stages of the marketing funnel are logged. This will show all aspects of marketing, such as email links, different PPC adverts and organic searches, which assisted in driving traffic to your site. Analysing the conversion pathways will allow you to determine the use of each strategy and optimising your marketing.
When employing search engine marketing, it is important to recognise the relationship between different areas and strategies. This is what using PPC alongside SEO provides. PPC allows you to constantly test and develop your website and marketing techniques. This holistic approach will provide stronger results and help you get the most from your internet marketing
Bio: Rhosanna Jenkins is a committed writer, with a variety of interests, including the rise the online marketing revolution.
Have you using both PPC and SEO in combination for your business? Share your thoughts and comments below.