Whether you started your digital marketing efforts with pay-per-click (PPC) advertising or search engine optimization (SEO), you’re probably wondering when — and if — you should develop an SEO and PPC strategy.
The answer? You should. It’s only a matter of when.
Find the best time to launch your PPC and SEO strategy by asking the three following questions:
1. Do you want to increase your online visibility?
With SEO and PPC, your business improves its online visibility to search engines and viewers. While PPC provides your company with more of a boost, as it’s a paid form of advertising, SEO also helps your visibility in search results.
The question is, how much do you want to increase your online visibility?
I use SEO, why should I adopt an SEO and PPC strategy?
If you’re in the early stages of an SEO strategy, it’s a smart decision to integrate PPC into your SEO. PPC offers your company an immediate boost in search rankings, which can contribute to faster results as users who click on PPC ads are 50 percent more likely to make a purchase.
Even if your website ranks on the first page of search results for high-value keywords, allowing your PPC and SEO strategies to work together can maximize your return on investment (ROI) by capitalizing on the user intent of consumers that click on PPC ads.
I use PPC, why should I adopt an SEO and PPC strategy?
If you’re relying on PPC to increase your online visibility, your business should place a high priority on an SEO and PPC strategy. With PPC, your company pays for every single click. With SEO, you pay nothing when a user clicks on your organic search listing.
While PPC is a cost-effective strategy, SEO offers even better savings. With SEO, you’re paying for the costs involved with developing, launching, and maintaining your strategy. The same goes for PPC, except you’re not paying for every visit earned by your SEO.
For many companies, the value of increased online visibility is enough to adopt an SEO and PPC strategy.
2. Do you want to make smarter digital marketing decisions?
PPC and SEO provide your business with valuable data, which is critical to Internet marketing. With better data, you can improve your digital marketing campaigns. A better digital marketing campaign translates to bigger results, from improved revenue to increased brand awareness.
So, do you want to make smarter decisions when it comes to your digital marketing strategies?
I use SEO, why should I adopt an SEO and PPC strategy?
If you’re using SEO as your primary strategy for marketing your business online, PPC offers valuable data that can inform your SEO decisions, as well as optimize your strategy. Unlike SEO, PPC provides immediate feedback on your keyword research.
With PPC, you can test the viability of keywords for your SEO strategy. The data from your PPC campaign helps your team decide whether targeting a keyword, such as, “home window tinting,” is worth the investment.
I use PPC, why should I adopt an SEO and PPC strategy?
If you’re looking to make your digital marketing strategy smarter, then SEO is a wise decision. It’s an ongoing approach that often increases its ROI over time. While it does require routine maintenance and monitoring, it doesn’t include PPC’s continuous payments for clicks.
That doesn’t mean you should abandon PPC. Instead, you can adopt an SEO and PPC strategy to decrease your overall advertising costs. By having your SEO and PPC work together, you build a stronger digital marketing strategy, which drives even better results for your company.
For businesses to compete in their industry, a PPC and SEO strategy is often essential.
3. Do you want to recover missed clicks?
SEO and PPC share similar goals — they want to drive high-value traffic to your website. No matter where you rank in search results, however, it’s easy for users to skip your website and click on a competitor’s listing.
What if you could take back those clicks from your competition, though?
I use SEO, why should I adopt an SEO and PPC strategy?
If your company focuses on SEO, it’s important to know that almost 65 percent of shoppers click on an ad when looking to buy a product. That user behavior prevents your business from connecting with members of your target audience that are ready to buy.
When it comes to SEO, it’s also a challenge to rank for transactional keywords or buyer-intent keywords. By integrating PPC into your SEO strategy, you have the chance to earn a top position for these keywords.
As a result, users will see not only your organic listing but also your paid listing.
I use PPC, why should I adopt an SEO and PPC strategy?
If your business prioritizes PPC in your digital marketing strategy, consider that 70 to 80 percent of users focus only on organic search results. With a competitive SEO strategy — in addition to your PPC campaigns — you can maximize your exposure to users.
With greater exposure, you have a better chance of connecting with your target audience. That can lead to several positive results, from increased conversion rates to record-breaking quarterly revenues. In some cases, it can even contribute to improved brand awareness due to your dual listings.
For competitive, high-value keywords, it’s smart to integrate your SEO and PPC.
While SEO and PPC have different roles in search, they each offer immense value. That’s why digital marketing agencies often recommend an Internet marketing strategy that includes both, providing your company with a plan that drives results.
Resources
https://unbounce.com/ppc/seo-vs-ppc-infographic/