There’s an unparalleled power behind SEO and PPC working together. It’s enough to launch your brand visibility into the stratosphere! These online strategies are often pitted against each other in some sort of SEO vs PPC battle, but the reality is that you need both to drive traffic, leads and sales.
Like peanut butter and jam, SEO and PPC do fine on their own but are so much better together. In fact, they make each other much better. Here’s how you can leverage the best of both for maximum online visibility.
Understanding SEO, PPC and their place in Digital Marketing
SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) advertising are the two most effective strategies to increase a business’s online presence. Both fall under the banner of Search Engine Marketing (SEM), which aims to make a brand or website more prevalent on Search Engine Results pages (SERPs).
Search Engine Optimisation (SEO)
SEO encompasses all the practices that improve a website’s visibility in organic (non-paid) results. Each practice optimises an element of a website to enhance search engine-friendliness, increasing the likelihood of the site ranking higher for relevant queries. SEO techniques include keywords, metadata, backlinks, and user experience design, among many others.
Successful SEO takes considerable time (years), but the results are handsomely rewarding and long-lasting.
Pay-Per-Click (PPC) Advertising
PPC stands for Pay-Per-Click, and it is a digital marketing model where advertisers bid on keywords and pay a fee each time their advert (corresponding to that keyword) is clicked. The aim is to use the paid ad placements to drive traffic to a website.
While many online platforms facilitate PPC, the focus is on Search Engines such as Yahoo! Microsoft, Bing, and— by far the largest—Google. People often mean “Google Ads”, called Ads, when they refer to PPC because of the search engine’s sheer dominance.
Google holds 81.95% of the global search engine market!
Other popular PPC platforms include YouTube, Social Media Advertising (Facebook, Instagram, LinkedIn), Microsoft and Amazon Ads.
The benefit of Google Ads, or PPC, is that results are “immediate” compared to SEO. You can see results instantly, but reaching desirable performance takes a few short months.
SEM > SEO and PPC
As mentioned, SEO and PPC are forms of Search Engine Marketing (SEM), which aims to increase a website’s visibility and drive targeted traffic from search engines.
PPC advertising provides peak positioning on SERPs, which is especially good considering that most ad clicks are by people with buyer’s intent. Someone looking for more information on a subject or checking out options (discovery phase) is likelier to click on organic results.
As such, SEO and PPC are not competing strategies but complementary strategies that create an effective and holistic approach to boost a website’s visibility and generate traffic.
The Necessity and Benefits of SEO and PPC Working Together
It makes sense that adopting SEO and PPC in your digital marketing strategy will give you the benefits of each. However, when combined, SEO and PPC work together to enhance each other, providing a whole new set of benefits.
Maximum SERP Exposure
When a business optimises its website for SEO while simultaneously running PPC ads for the same keywords, it can appear in multiple spots on the first page of search results. Optimising for local and image search (also part of SEO) and Google My Business are more crucial elements that let you virtually take over the results page!
Higher click-through Rate
More real estate on the Search Engine Results Pages (SERPs) creates more opportunities for users to click through to your site!
Better Brand Perception
The combined presence of your brand in paid and organic improves brand reinforcement and credibility. You can use this strategically to strengthen your brand positioning!
Faster Results with Long-Term Gains
While SEO takes time to build organic rankings, PPC can give you instant visibility. Use PPC for immediate traffic while building authority to rank higher organically.
Higher Authority and Quality Score
Despite being paid advertising, no brand can outright purchase the top spot. You need a good Quality Score to rank high in Ads. Relevance and website authority impact your PPC campaign’s Quality Score. A higher Quality Score can lead to lower costs per click (CPC) and better ad placements. Likewise, a low bounce rate and higher conversions (from PPC) are positive indicators to search engines, improving your SEO efforts.
Adaptability
Sometimes algorithm changes can negatively impact organic rankings. PPC maintains visibility and traffic while you adjust to SEO strategy.
Keyword and Data Synergy
PPC campaigns generate quick keyword and conversion data, allowing you to test keywords rapidly. Apply these keyword insights to your SEO strategies and content creation for long-term benefits. You can also run campaigns on notoriously difficult organic keywords.
Tactical Remarketing
SEO and PPC can work together to take your remarketing to the next level. Use PPC to retarget users who initially visited your website through organic search (SEO) but didn’t convert. Remarketing ads can remind them of the brand, encouraging them to return and complete a purchase.
Higher ROI
This is the part that marketers, CEOs and CFOs like best. From reducing cost per click to improving keyword research, SEO and PPC work together to skyrocket each other’s returns.
How to see the Rewards of SEO & PPC ASAP
The benefits of SEO and PCC working together are unparalleled, but unlocking these advantages to their fullest requires deep technical know-how and experience. It takes years to master PPC and SEO, and the constant evolution of algorithms and user behaviour requires continuous learning and adaptation.
Rather than trying to navigate these challenging waters alone, teaming up with specialists can give your brand the upper hand. You get all the rewards of a well-executed SEO and PPC strategy without the painfully steep learning curve.
Not only will you enjoy these immense benefits sooner, but also to the fullest!
Famous Digital Media uses a blend of in-house and outsourced resources that are highly qualified in their respective fields of PPC, SEO, Content Creation and Digital Marketing strategy. We are certified Google Partners with a decade-long track record of helping B2B brands grow visibility online.