There’s a lot of buzz on the web on how to channel online marketing tactics to win the battle against competitors. The competition is stiff.
For most marketers, content is king and the quality of service offered has become the basis for a competitive edge. To outperform competitors and emerge as a powerful brand on the search engine, the two tactics that are always mentioned by marketers are SEO and PPC.
It is often argued that SEO (Search Engine Optimization) is an excellent tactic to enhance SERP position, whereas PPC could be applied by new brands to good use for generating on-site traffic. However, this is true. You can use both together.
Both SEO and PPC complement each other. Using one may limit the marketer’s ability to leverage their potential of digital marketing to draw quality traffic and maximize conversions, thus guaranteeing a greater profit to the business.
According to Capital Solutions, “Business marketers who use SEO in conjunction with Pay-Per-Click (PPC) are likely to generate more conversions than those relying on only one tactic to drive more site traffic.”
Even though SEO and PPC are amazing tools in their way and could be used for their unique purpose, you need not necessarily give up one over the other. You could benefit from both, at the same time! Yes, this is not just possible, but it is also highly recommended.
This guide is specially designed to help you know why both PPC and SEO are needed to generate fast traffic and grow with conversions. We’ll look at some key digital marketing goals that are best achieved in a combination of SEO and PPC. If you want to grow your conversions rapidly, follow along!
Common Goal
While SEO works with link-building, content development, traffic appeal, and a lot of other factors to elevate a brand’s position in the SERPs, the PPC is paid advertising for each click received on the search engine and websites.
One helps you to generate more conversion using gaining organic traffic, while the other provides paid traffic to the site. It may sound a little confusing, but both tactics share a common goal. The desired result from both activities is to generate more traffic and attract conversions.
The PPC is often seen as a marketing tactic with a short-term orientation. On the opposite end, SEO which requires an investment of a great amount of time and effort progresses gradually and disperses the fruits to struggling marketers over some time. Hence, it has a long-term orientation.
Knowing that PPC has a short-orientation and will need to be launched to draw more visits every time indicates the need to reinvest now and then to allow the brand to engage customers. However, if PPC is used in conjunction with SEO, this issue of pumping dollars for each marketing instance could be overcome.
By using SEO in conjunction with PPC, the advertisers can gather more data on specific keywords that are high in demand. Keywords or phrases that are popular and moderate in competition could be used for SEO marketing.
Achieving top SERPs ranking is like a mountain that is always difficult to climb. Reaching the top position and sustaining it is easier said than done. Plus, customers who tend to be smarter and count on the search engine’s organic recommendations are not likely to pay much heed to the PPC ads.
In such circumstances, if a brand has both PPC ads displaying on the search engine as well as its website ranked on the SEO, it is likely to create a strong impression. Displaying the website on the SEO also helps a brand to win the trust of new prospects for quality service, thus enticing them to visit the website without any hesitation.
Increase Brand Awareness
Using SEO in conjunction with PPC may also help a great deal to increase brand awareness. There may be instances wherein the customer finds a PPC ad on the search engine, clicks the ad, and completes the visit. However, due to some reason, they may leave the site, thus abandoning the decision to convert.
Losing a prospect from the site may sound depressing; however, the good thing with using both SEO and PPC is that you still haven’t lost your chance at them. What happens next is that with constant SEO efforts guided with PPC keywords, you can elevate your position in the search engine.
The next time the customer Googles a similar product, they’ll see your ad. This will work as a brand recall and with your site appearing on the SERPs, the customer may just want to decide otherwise for your brand.
Both Share Keyword Dependence
Another major aspect of commonality between SEO and PPC is keyword dependence. You can’t succeed in SEO if you don’t know which keywords have to be naturally used and infused in the content to enhance visibility on the search engine.
Similarly, without adequate knowledge of SEO metrics, and SEO performance, brands using PPC constantly will struggle with generating a higher ROI. An advertising focus that is entirely devoted to PPC will also limit the brand’s potential for conversions as building brand image without ranking in SERPs is difficult.
However, when you integrate SEO and PPC into your digital marketing strategy, the result could be quite the opposite of what we just mentioned. The results could show staggering growth both in terms of traffic received and conversions generated. There’s a high propensity of achieving maximum returns!
Here’s how!
The keywords you’ve found with Google Analytics could be used by the SEO specialist team to enhance the SEO performance of your content and attract organic traffic to the site.
On the flip side, the PPC may help the SEO team to sustain ranking in the SERPs (Search Engine Ranking Pages) with the help of updated keywords from PPC campaign performance evaluation. Change in keyword trends could be processed as critical information for the SEO team to optimize the website and sustain the rank.