SEO and PPC are often considered as two completely different marketing strategies. Many business owners are of the view that if they are already performing well through one of these approaches, the other is not necessary.
Although there are many differences between PPC and SEO, both are forms of the same attack – Search Marketing. There are many benefits to running both SEO and PPC campaigns together, working together to complement each other, and creating a more successful search marketing strategy.
1. Organic search can be unpredictable compared to paid search
With Google constantly making changes to its algorithms, organic rankings can change significantly in a short amount of time. One site may rank in the top positions for several competing keywords in a week, and may not be found anywhere near the first page of the next because of updates.
With these fluctuations often unexpected, the lack of Page 1 presence can be avoided if you’re additionally running paid ads. Ad Rank is generally pretty consistent, as long as you set up and manage your ads with the right mix of budget and Quality Score. In this scenario, by not putting all your eggs in one basket (in this case, SEO), you’ll still have another to fall back on and give you that all-important first-page visibility.
2. Double your visibility
One of the great benefits of running both a Google Ads campaign and an SEO strategy is the ability to appear more than once on the search results page. This will double your site’s visibility on one page, giving you extra ammunition to fight for user attention amidst the competition.
A site owner who systematically appears in the top 3 positions may decide that it doesn’t make sense to pursue PPC advertising. However, he should consider that some of the top results on the results page are paid ads. This means that the user can see your site listed in the top 6 results or twice on the page.
3. Get more click-throughs and site traffic
With added visibility in search results pages, clicks are more likely to occur on your website. This additional traffic means that a higher proportion of users or consumers will see your products or services listed on your site.
4. More opportunities for conversion
Getting more visitors to your website, in turn, presents a greater opportunity for leads and conversions, whether it’s an online purchase or a telephone call to list your services. Assuming that your landing pages are attractive to a user and meet their needs and requirements, conversions can skyrocket with additional visibility and traffic coming to your site due to the combination of SEO and PPC.
5. Keyword data sharing and testing
By running both PPC and SEO campaigns together, you will have twice as much data to analyze. This additional data will enable you to make more informed decisions as part of your overall search marketing strategy.
In addition, PPC advertising can be a useful method for testing keywords for use in your organic strategy. Ads can be set to check how well certain words convert. A decision can then be made whether to pursue certain phrases as part of your SEO campaign.
6. PPC ad copy display can help with organic content planning
Along with testing keywords using PPC, it can be helpful to see which of your ads are performing well. Resulting in the highest conversions in terms of ad copy. Taking working examples for PPC, you can build on-page content based on title tags, meta descriptions, and so on to achieve similar click-through success with your organic listings.
Testing elements with PPC Companies in Chandigarh are effective because of the immediate results that can be seen. You will be able to understand which ads are working and quickly. Whereas it can take longer to test things like title and metadata through SEO adjustments.
7. Use PPC data to choose the right SEO keywords
It can take months, even years, to systematically rank new web pages and how long the optimization process can be. You don’t want to waste time and resources working on ranking for the wrong keywords. Your customer may want to be known as the premier “Green Dry Cleaner” in Waikiki. So it’s too bad that there are a total of 4 LocalSearch users. Who care what chemicals are being used to suppress one of their special occasion Tommy Bahama shirts.
If you have any data to work with, PPC Trends is a goldmine of keyword effectiveness that you can use for SEO. If you find the specific PPC ad copy converting well, apply it to your landing page copy for optimization. Also, keep track of interaction rates and search volume for specific keywords before optimizing your web pages for those terms.
Conclusion
As you can see, there are a lot of advantages and disadvantages to taking an integrated approach to your digital marketing. By focusing on a single area or platform. You are ultimately reducing your potential for that all-important visibility, traffic, and conversions. PPC and SEO, though different, can actually help bring about additional online success when applied alongside each other.