Online marketing is a powerful set of tools for increasing revenue, brand awareness, and market share. Two of its most well-known components, organic SEO and PPC, are often viewed as separate isolated strategies. This has given popularity to the idea that SEO is all you need and PPC is simply not necessary. Data and statistics, however, tell us otherwise.
Better Together: Organic SEO Hand in Hand With PPC
Which are better, earned search results or paid ads? The general answer is, yes! While it’s easy to view them as entirely separate marketing options, their true power lies in an integrated strategy. Consider the following benefits of using SEO and PPC to achieve your goals:
- Keyword Sharing
- Keyword Testing
- More Website Visits
- Increased Conversion Potential
A well-planned SEO strategy can take 3 to 6 months (or more) to achieve a first-page ranking. While not always immediate, a well-crafted PPC campaign can get you there much faster. However, the magic is when a user finds you on the first page both organically AND in a paid search ad. To the user, you appear established and dependable and they’re much more likely to consider doing business with you.
No need to reinvent the wheel, especially multiple times within your own company. Often what’s working for PPC will work for SEO. Pay attention to the ad copy with the highest conversion rates and let it inform your SEO strategy. Think specifically about your meta descriptions and title tags, but also the page content for pages you want to rank. Testing titles and metas organically can take quite a long time, but with PPC the results come back pretty quickly. Take advantage of it!
3) Keyword Sharing
In a similar fashion, let the SEO and PPC keyword strategy draw on one another’s research and results. You’ll have double the data to sift through to determine which keywords yield the highest conversion rates. Integrating your organic SEO and PPC keyword strategies in this way allows the best optimization of your overall digital marketing strategy.
Pro Tip: Enable Site Search on your website to uncover new keywords from user queries.
4) Keyword Testing
As mentioned above, it can generally take considerable time to see results from your SEO strategy. PPC, on the other hand, affords you the ability to test variables and receive meaningful results much more quickly. This means you can use PPC to test if new keywords for organic will drive conversions or not. Taking note of what keywords are working well in PPC will inform how to adjust your organic strategy.
What happens when a user clicks but doesn’t convert? Or searches but doesn’t visit your site? Searchers get interrupted and distracted all of the time. They may forget they were looking at you altogether by the time they’re ready to make a purchase. Don’t let these would-be conversions slip through the cracks. Begin an informed retargeting campaign for people who visited your website or searched for your products and services. This technique builds your brand awareness and typically improves overall conversions across all platforms.
6) More Website Visits
Maximizing your exposure in search results naturally increases visits to your website. While it’s true clicks don’t necessarily result in revenue, conversions are impossible without them. Neither PPC or organic SEO alone can drive as much traffic to your website as they will working together.
7) Increased Conversion Potential
With the increase in clicks to your website comes also a greater probability of conversion. Both organic SEO and PPC, when implemented well, should drive high-potential buyers to your website. Together they form a powerful team for maximizing your conversion potential and revenue.
Neither PPC or organic SEO alone can drive as much traffic to your website as they will working together. Are you utilizing both? Click To Tweet
Optimal Results in Digital Marketing
As a savvy business owner, you are adept in maximizing the value of every dollar you spend. You strive for this in every aspect of your business, including your marketing efforts. That’s why you’re successful. In digital marketing, one way to achieve this by integrating your organic SEO efforts with a PPC advertising campaign. Together, they’ll achieve far more than either could alone. For you, that means a fatter bottom line.
ITVibes is your local digital marketing expert. For more information on blending SEO and PPC or for help getting started, Contact Us.