Search engine optimization is a digital marketing technique that improves the online visibility of a website. This technique is known for driving organic traffic to your website. On the other hand, PPC is an online marketing model where businesses pay a fee every time the audience clicks on their ads and visits their website.
Both techniques work to increase traffic and sales on a website.
The effectiveness of your website SEO and PPC efforts is measured on different platforms. These digital and social media platforms also provide outstanding targeting so you can serve ads according to your target audience. Lets see how both SEO and PPC models work.
SEO and PPC Mechanism
From Google to Youtube and Facebook, SEO is applicable for all digital platforms. Businesses want to make their products and services highly discoverable for their target audience. For this purpose, planning is essential to come up with relevant and engaging content.
In ideal situations, relevant keywords with high volume and low competition are filtered out. Then, grammatically correct content creation takes place with optimal keyword density. Even if businesses plan to post videos and images, accurate and relevant keywords in the description is necessary. This step makes their content more discoverable and drives organic traffic.
During the pandemic, the trend of businesses has shifted towards digital platforms. This shift in e-commerce businesses has over-crowded the digital platforms and increased competition. No company wants to let all its efforts go to waste because its products are not getting enough attention. It now requires continuous and effective marketing efforts to stay at the top. Therefore, organizations use Pay-per-click (PPC) advertising model to increase traffic, which helps them position their website on top of SERP. This fee that companies pay for every click is called Cost-Per-Click (CPC).
Combining SEO and PPC Strategies
SEO takes months to rank and generate traffic, but it lasts longer. PPC shows results right away, but it is only applicable as long as you are paying.
Although PPC and SEO are two different techniques, companies adopting PPC models of advertising will not affect their SEO ranking and vice versa.
But, the best way to attract maximum engagement, generate leads, and increase sales is to combine your SEO and PPC strategies. This alliance will result in the first page top ranking of SERP. Let’s look at the best course to harmonize both techniques for cost-effective online marketing of your business.
1.Boost Search Engine Presence
As you already know, your website’s proper SEO will increase its ranking and place it on the first page of search engines. Along with top-ranking, if you purchase PPC Ads for related keywords it will make the website highly discoverable. This will ultimately maximize traffic and leads on your website.
Most businesses complain that the whole online marketing budget was wasted even after combining SEO and PPC techniques. It is due to low keyword search and planning. Related keyword optimization and bidding are important for effective marketing strategies.
2.Incremental Clicks on Organic Search
Paid advertising increases the credibility of your business. If you have optimized your organic search content only, there is still a chance for missing out on potential traffic. You will probably think that there is no point in appearing on the first page twice. But, one research points out that around 89% of traffic was lost when top SEO ranking websites paused search ads for specific keywords. This shows that pausing PPC ranking negatively affects your traffic despite your website’s #1 ranking.
If you coordinate SEO and PPC, it will target the right audience by search ads and get your business more conversions.
In this way, companies can cost-effectively increase their conversions and revenue. In simple terms;
Paid + Organic Listing= Increased likelihood to visit your website.
Suppose your website has a satisfactory ranking and gets you enough visitors, but they require time to decide and purchase, and they leave before completing the transaction.
You can combine organic search with PPC to bring potential customers back by remarketing. For example, a visitor was buying makeup items from your website but left before checking out. Your company can purchase ad space from a website in Google’s network to show ads for the same makeup products at a later time. This technique will help businesses in tracking previous leads and optimizing conversions.
No SEO and PPC tips are fruitful if your content is not engaging enough to make the visitors stay. PPC can make your business discoverable and drive more traffic, but it cannot control your bounce rate. Therefore, along with strategizing online marketing, make sure that your content is relevant, creative, and engaging. This engaging content will ensure more interactions. Some of the examples of high engaging contents include informative blogs,humorous videos, creative product description and its utilization etc.
Advantages of Combining SEO and PPC
The combining of SEO and PPC services are always beneficial for:
Improving Brand Image and Reliability
Google’s business model focuses on providing the right result for the right search. Around 90% of traffic tends to focus on the first page of SERP. Therefore, when the combined efforts rank your business at the top, this will increase the probability of maximum conversions due to visibility and reliability.
Less Cost More Conversions
Businesses focus on generic keywords and waste their SEO efforts. These keywords require more bidding and fewer conversions. Suppose a searcher intends to find a plastic packaging company and you sell cardboard packaging. If you target generic words like “packaging” rather than specific “cardboard packaging” or “cartons,” it will cost you higher bidding with minimal conversions.
Therefore, rather than wasting money and efforts on generic keywords, companies must conduct proper keyword research for SEO. When these efforts are combined with the PPC model, it will help them in executing better and cost-effective marketing campaigns.
Direct Linking with Product Page
When it comes to e-commerce, you can link your product pages to PPC Ads. In this case, the user will be redirected to your product page, increasing potential sales.
For example, if you have bid on leather bags, the visitor clicking on your ad link will land on your product page where he can buy.
Tackle Negative Feedbacks
Not everyone will speak fondly of your product and services. One negative review can cost you the loss of potential customers. In such situations, combined SEO and PPC strategies can do considerable damage control. Companies can guide users effectively to positive services. For example, if due to any mishap, a company sends a different delivery than ordered. It will make your customer furious, and he might share negative comments about his experience. In such situations, companies can use their marketing efforts in directing the audience to your next step for satisfying the customer by exchanging the wrong delivery within one day.
Businesses can track all this data to monitor and manage the performance of their campaigns. Google Analytics tools are best for companies to keep track of their performance. In this way, you can calculate your marketing efforts’ actual results and improve your paid marketing campaigns on a minimum budget. Although both SEO and PPC are two different techniques, if you use them efficiently, it will improve your overall business performance.