It's a sad fact that many online advertising specialists tend to approach SEO and PPC as completely separate strategies. In fact, we've known several digital marketing agencies that had completely separate departments working on them. It is true that they are different in many ways, but for the best results you should be thinking of these two strategies being opposite sides of the same coin.
If you put the differences aside, there are many ways in which the two marketing strategies can work together, complement each other, and provide much more noticeable results. You need to ensure that your digital marketing agency, or your in-house team, is one that approaches the various strategies together.
A coordinated approach to all of your marketing efforts can result in much more interaction and engagement between your business and your clients, but there are specific benefits involved with combining your SEO and PPC marketing strategies together.
SEO & PPC: A Quick Overview
It shouldn't be difficult to see where the two strategies align. They are both dedicated to obtaining higher levels of more accurate traffic from search engines such as Google, Yahoo and Bing. Search engine optimisation may target organic search, but pay-per-click also applies to the same search engine results.
The major mistake that marketing professionals and CEOs tend to make is considering that, for effective SEO or rewarding PPC, it is always an either/or situation. The fact is that these two strategies can complement each other in a variety of fantastic ways.
SEO specialists will be loathe to admit it, but it isn't enough to be just number one on Google's first page any more. Paid advertising strategies need to be a part of your overall search solution, particularly as one good PPC ad can put your products or services ahead of your competitors who, solely,decided to focus on their site's SEO.
For its part, PPC isn't really enough when it comes to search marketing either. Organic listings tend to provide as much as 64% of all visits to a particular web page. In some way, this is because many people are still untrustworthy of paid advertising and believe that they are going to find more relevant content if they choose to first organic search page amongst their results.
8 Reasons To Combine Your PPC And SEO Marketing Efforts!
1. Search Visibility – The most obvious benefit of combining your SEO and PPC efforts into one marketing strategy is the added exposure that this will provide on search engines like Yahoo, Bing and Google. The more of your results that appear on a search engine results page (SERP), the more likely you are to gain clicks and relevant traffic.
PPC tends to trump SEO in terms of SERP placement, but you need to dominate both markets if you truly want to increase your traffic to the highest possible levels. As well as appealing to a much wider audience, you will also be viewed as a reliable and trust-worthy online presence that a potential customer is more likely to convert with.
2. Share All Keyword Data – All search marketing is based on keyword research and choice. By simultaneously running a pay-per-click and an organic marketing campaign, you'll be able to analyse twice the amount of data that you would have otherwise had available. This can help you to quickly understand which key words, phrases and terms you need to be targeting.
The major benefit of using PPC advertising to test certain page attributes is that you will be able to receive fairly instant results, whereas with SEO it could take weeks, if not months, for a campaign's failures and successes to become obvious.
By using one campaign to support the other, you'll be able to discover what works and which key terms offer the highest potential benefits.
3. Use The Best PPC Ad Copy To Influence Your SEO – The content that works for PPC will usually work for organic search strategies. If you have a particular kind of ad copy which results in higher levels of conversion, you'll be able to use that to influence the title tags, meta descriptions and even the actual content of your website pages.
This can also help when it comes to promoting a sense of coherency and cohesion amongst your brand's online presence. By using similar language, targeting the same keywords and appealing to the same audience throughout all of your search marketing, you'll be able to offer a comprehensive marketing scheme aimed towards your target audience.
4. Integration With AdWords – As always, Google is leading the way when it comes to online advertising and marketing. You can now link product pages,for example, to PPC advertisements. This means that the ad will feature in-depth information regarding the product you are selling. This can regularly include reviews and will take the user directly to the product page where the purchase itself can be made.
This can be a great way of boosting your existing online retail efforts,particularly if your products benefit from being shown in a visual sense. This can be perfect for clothes and a range of decorative items, but also electronic equipment, video games and more.
5. Inform PPC Keywords With Site Search Data – One of the most important goals of paid advertising is to discover which keywords your customers are using to find the products or services that you can provide. If you enable site search on your website, and take the time to analyse terms which are frequently used,then that can give you a great idea into your customer's search habits and specific needs.
This can have knock-on effects throughout your online presence, as you can create content and ad copy specifically targeted to your customers' needs.
6. Social Media Visibility! – The online landscape seems to change on a daily basis, and the social media aspect of the internet is certainly one of the most rapidly evolving. Part of the shift towards more social focus has been the development of highly-targeted advertising and marketing opportunities.
Websites like Facebook, YouTube, Twitter and LinkedIn (all of which happen to be cosy with, or owned by, Google) are all great platforms for serving up adverts to an incredibly specific target audience.
Using information obtained from social media accounts, it is now possible to target audience so specific that everyone who views the advert has to be:
· A 23 Year Old Male;
· Living In Manchester;
· With A Part-Time Job;
· Interested In Jazz &Marmosets;
· Owns A 1981 Harley Davidson;
Now, that may seem like a ridiculously specific audience (in fact, it might not even exist!)but it's just an example of exactly how precise you can target your adverts on platforms like Facebook and Twitter.
The data that you obtain from these campaigns may also help to uncover a range of other features about your audience which you've missed, and can help to refine your entire organic search marketing strategy.
7. Combat Negative PR – It's a sad fact that, at some point, somebody will say something negative about your business. Unfortunately, it happens; when it does, you need to make sure that you're using both SEO and PPC to provide great damage control. The basic principle behind this is visibility.
If you control the PPC and SEO regarding your business, you can guide the conversation and have more of an input. A great example of this was seen during the BP oil spill in the Gulf. For some time afterwards, the oil giant paid for a range of PPC advertisements linked to the keyword 'Oil Spill'.
The PPC ad itself led to information about the clean up information rather than news reports on the incident itself. BP's PPC ad was a great way to try and turn a negative event into, if not a positive event, at least to provide a little bit of damage control.
8. Trial Organic Keywords With PPC – PPC advertisements can be a fantastic way to refine your organic keyword strategies. As your long-term organic keyword strategy continues to evolve, you will be able to test the conversion rate,click-through-rate and more for any of the words that you want to rank for.
With paid online advertising, you'll be able to make full use of their immediate nature to undertake keyword evaluation. This can really help to fine tune your strategy on a large scale and make your entire online presence that much more productive.
Dominate Search Engine Results Pages, By Combining SEO & PPC Marketing!
If you can achieve complete domination of relevant search engine results pages, then your online presence is going to achieve a much higher number of clicks. Many internet users will be happy to click on paid advertisements, even if they don't really understand the difference between them and organic results, but many potential customers choose to search for products via organic results.
For the highest CTR and return on investment (ROI) you need to follow the very best practices for both forms of search marketing. If you're failing to make the most out of both of these marketing strategies, then you could really be leaving yourself vulnerable to your competitors.
Choose A Digital Marketing Agency That Works For You!
If you're digital marketing agency aren't able to offer both organic search engine optimisation services and highly-rewarding pay-per-click campaigns, then you might be better off choosing an alternative. For modern online and content marketing, you're going to need both forms of search advertising if you ever want to take full advantage of the potential benefits that the internet can provide.
For the very best results, you should choose a digital marketing agency that can provide a diverse range of online advertising services. Not only are SEO and PPC essential, but you're also going to need dedicated social media management, content marketing, conversion rate optimisation (CRO), display advertising and a comprehensive adaptive marketing solution to truly make a lasting impact online.
For more information, please don't hesitate to get in touch with the professional team of search engine optimisation and pay-per-click marketingexperts at Promote. You can call our friendly team directly on 0845 050 2500 or, alternatively, email any questions you might have to email@example.com and we'll get back to you as soon as we can.