Are you thinking of boosting traffic to your website? Do you need to choose betweenpay-per-click (PPC) advertising and search engine optimization(SEO)? If your goal is to dominate search rankings, and you have enough budget to spend, why not use both SEO and PPC strategies? Although SEO and PPC have been serving online businesses and individuals with completely different strategies, they can complement each other in many ways.
First, let’s define their differences.
What is PPC Advertising?
PPC Advertising allows you to pay for traffic using PPC Advertising programs such as Google Adwords, Yahoo! Bing Network and others. You can find the display ads along with the organic results from Search Engine’s Result Pages (SERPs). Each PPC keyword will have varying prices depending on how competitive the chosen keyword is.You will also need to bid on much you want to pay for a click on the ad.
What is SEO?
Search Engine Optimization (SEO) can help you achieve high rankings in organic search results for free;that is, if you will follow the current SEO best practices. You will find the organic search results displayed next to the sponsored results (PPC Ads). It may take time for a website to reach the top rankings, but once you reach your goal, it will be well worth the investment.
Now, let me enumerate some of the reasons they are better when used together.
Increased Search Engine Result Pages (SERPs) Visibility
Most of the time, search engine marketers and specialists tend to minimize the PPC efforts when their target keywords have reached the top spot. The truth is, the top 3 spots on SERPs are PPC Ads. Dominating both organic and paid search results should be the primary objective. Online businesses can benefit from added exposure on the SERPs. This can translate into more traffic and conversions. It can alsoimprove the current Return on Investment (ROI) standings of the business.
Shared Keyword Data
Running both organic and PPC campaigns can help you determine the list of keywords with thehighest conversion rate. Google Analytics will be the best tool to use to extract the keyword data. PPC advertising can give you immediate results to figure out which keywords your customers use to get to your product or service.As you have that information, focus on those terms to go with your overall strategy.
PPC Ad Copy & SEO Meta Data
There is an existing notion that whatever works with PPC often works for SEO. By accessing PPC Campaigns’ instant data, you can measure the best performing PPC Ads with the highest conversion rate. You will know immediately what Ad Copies that works and what doesn’t. You can use it to create the meta data (page titles, meta descriptions, etc.) for your organic campaigns.
Keep in mind that search marketing is all about relationships. PPC and SEO can give you the best results for your website when mixed properly.
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