Combining SEO & PPC for Stronger Search Engine Marketing
SEO and PPC are often seen as separate tactics in search engine marketing. But they actually have a lot in common and can even be integrated to achieve better ROI (Return On Investment) than using just one or the other. SEO and PPC are both based on how people use search engines, and they both work to increase traffic to your website with the end goal of more conversions.
For a detailed explanation of how SEO and PPC work, and how they can work even better together, keep reading. If your business or brand could use some help creating an effective digital marketing strategy through SEO and PPC, reach out to NAVEO for a free consultation.
SEO vs PPC: Which is better?
It’s not really a matter of better or worse. SEO and PPC are different techniques for different objectives.
SEO (Search Engine Optimization) is great because it builds value over time. Once technical SEO best practices are in place, the driving force behind effective SEO strategy is strategic content development. As your website grows, the network of paths leading new users to your site through search expands, and ROI increases. It takes time for SEO work to have an effect, but the value grows over time and delivers consistent results.
PPC (Pay Per Click) can put your website at the top of the results page right away, which can be useful for targeting highly competitive keywords, promoting time-sensitive information, or for new/small businesses to gain visibility when up against established brands. You also get more granular control over the appearance of PPC ads compared to organic sitelinks. However, once you stop paying for PPC all the value disappears.
Many businesses use an integrated approach with a combination of SEO and PPC.
How does PPC impact SEO, and vice versa?
There isn’t a direct link between PPC and SEO, but running PPC ads can still have an impact on how organic search users perceive your business:
Your PPC ad at the top of the results page is one of the first things people see when searching. If you have a paid result and an organic result on the first SERP (Search Engine Results Page), you’ve just doubled your territory and increased brand awareness.
Google provides more detailed keyword data for paid search customers, which can be used to inform SEO strategy. PPC also gives faster results than SEO, so you can use it to identify the most effective keywords more quickly.
PPC ads can be targeted to a specific region, meaning they’ll only be visible to search engine users in a chosen city, ZIP code or state. Increasing local traffic to your website can help improve organic rankings.
Ongoing SEO work can also have an impact on your PPC campaigns:
Research published by Google shows that having high-performing organic search results on the same page as paid ads increases the click-through rate on both.
As SEO work takes effect, organic rankings for specific keywords improve. As more of your web pages begin appearing on the first SERP, your cost-per-click (CPC) for paid ads can be reduced by adjusting bids based on the visibility of your organic search results.
Research for SEO content development involves figuring out not only what keywords people use when searching for a product or service, but also related questions, comparisons, and qualifiers. This information can help the PPC team craft ad copy that resonates strongly with searchers.
How SEO and PPC can work together
The number one way SEO and PPC can work together is by sharing the data analysis done by each team. Both approaches are keyword driven, and the data generated by each can help the other.
One example would be when SEO work results in winning a Featured Snippet (aka ‘Answer Box’). Some studies have shown that click-through rate on paid ads can drop when there’s an instant organic answer to the search query. In this case, the SEO specialist monitoring organic rankings should alert the PPC team when they’ve won a new Featured Snippet, so they can keep an eye out for declining paid results on that keyword and adjust the ad campaign accordingly.
SEO and PPC should also communicate about landing pages used for paid advertising. It’s important not to create duplicate pages (or pages with different content that target the same keyword) because this can hurt organic rankings. The headlines and copy used on both landing pages and PPC ads can be coordinated to create a strong, consistent sales message encouraging users to act.
SEO and PPC teams should also keep one another informed of significant increases in paid advertising budgets or organic search rankings. Big changes in your ad spend or landing page performance could affect the volume of paid or organic web traffic.
SEO and PPC integration under one roof
At NAVEO, we offer flexible PPC and SEO services. We’ll outline a cost-effective strategy targeting meaningful results while staying within your budget.
We start by listening to your short and long-term goals for your business, then explain how targeted SEO and/or PPC campaigns can help you reach them. We can work with your existing website, or design and develop a new web platform for you. There’s no pressure to learn more – reach out today!
