Why You Should Use Both PPC & SEO?
SEO and PPC are often seen as different strategies to get traffic by most people. It’s true that there is a lot of difference in these strategies but if you look at the bigger picture, both SEO and PPC have a common thread: search. There are a number of ways in which PPC and SEO complement each other and when these are used together, it can make for a much more successful search strategy.
1. Better Visibility
One of the biggest benefits of combining PPC and SEO is that it provides additional exposure in the organic search results. Many businesses often scale back on PPC after achieving high rankings in the organic search results. However, you should not forget that in most cases, PPC ads occupy the top 2 to 3 search results. It’s better to get as much traffic as possible through paid as well as organic search results. It will also help in establishing you as an authority in your market as you occupy the top spaces in the search engine result pages.
2. Better Keyword Research
When you focus on both PPC and SEO, you will get a lot of useful data for further analysis. It will help you in figuring out the keywords that deliver the highest conversion rate (organic and PPC) and this data can then be used for the optimization of your overall marketing strategy.
3. Better Organic Content Through PPC Ad Copy Performance
In terms of copywriting, words that work for PPC are also good for SEO. By analyzing your PPC ads data, you will get a good grip on the type of content that converts best. It will help you in improving your page content, meta description, and title tags to achieve higher rankings organically. Spending money on PPC ads will give you real-time data to test a variety of page attributes to figure out the best combination for your organic content strategy.
4. E-Commerce & AdWords Integration
Google is constantly innovating and has recently introduced some changes for e-commerce. It is now possible for you to drive traffic to specific product pages right from PPC ads. Your PPC ad will have the product with reviews and when users click on that PPC ad, they will be redirected to the specific product page where they can buy the product. This integration allows you to give a significant boost to your e-commerce efforts.
5. Find PPC Keywords With Site Search Data
When you enable site search, you will get a lot of useful data by analyzing the terms visitors use for finding products. It gives you a great insight into the search habits and needs of your customers. This data can be then be used to boost your PPC advertising campaigns.
6. Reputation Damage Control
When you run a business, you are naturally going to have some people who are not happy with your company. They will say negative things about your business. This is when you need to put in extra efforts to control the damage, and combined PPC and SEO efforts can help with that. Combined SEO and PPC efforts give you more visibility which allows you to guide the conversation in a direction more suited to you.
7. Better Visibility On Social Media Platforms
There have been some dramatic changes in the social media landscape. From a business point of view, the biggest change is the highly targeted advertising opportunities presented by the social media platforms. You can use social sites including LinkedIn, Facebook, and YouTube to serve highly targeted ads to very specific groups of people.
8. Use PPC For Testing Organic SEO Strategy
One of the ways for you to test your organic keyword strategy is through PPC ads. Once you have chosen a set of keywords for your organic SEO strategy, you should use PPC ads to test the conversion rate of those terms. It will give you real-time data on the overall effectiveness of your chosen organic keywords and you can then use this data to fine-tune your overall strategy.