Search Engine Optimization (SEO) has been in existence for quite a while, ever since people started using this platform for gaining business-specific visibility. And, along with SEO, there came a bunch of other alternatives which paved the way for optimizing the marketing strategy for a website in an altogether different ways, directed towards the core objective: improve visibility and search ranking. Out of all other alternatives, Pay Per Click (PPC) has become quite effective and beneficial for businesses, bringing instant results.
Which one you use and is beneficial for you depends on a number of factors, like for example, a small scale business looking for local leads for a week should focus towards an SEO strategy, whereas an eCommerce in the present age, vying for space against the giants like Amazon, eBay, should implement a specific fast-paced PPC campaign to gain immediate traction in the industry.
But there is no specific rule that you should only one. And this is where combining SEO and PPC as marketing strategy could be really potent to bring you desired results. This way, you can alleviate the cons of both, and maximize the potential of both the platforms to achieve greater results. There are a number of factors which will induce you to run both the organic (SEO) and paid (PPC) campaigns parallel:
PPC is highly efficient in identifying the efficacy of the keywords and helps to distinguish the best combination of keywords and ad copy that have the highest conversion rate. This data can be used to enhance every SEO element of your campaign, including meta titles, descriptions and content body.
The higher you rank, the better traffic and conversion rate you have. This is the primary purpose of the organic marketing strategy to rank your keywords higher. But one thing, that you would have noticed is that more often, the top two or three search engine page results are PPC ads. If you hold dominance in both the organic and paid results for a particular keyword, you are assured of high visibility in the SERPs, establishing your brand as a prominent brand in the industry.
Combining PPC and SEO will help you optimize your content, making more favorable to get click throughs from targeted audience. Several studies have particularized this theory, stating an average increase of about 10 to 15% in CTR when SEO and PPC are combined.
An improved CTR will definitely lead to an increase in conversion rate, which, according to some studies, can be as high as 200%.
SEO focuses on providing you a greater insight into the consumer behavior and consumer metrics based on long-term metrics, while PPC returns an in-depth assessment and feedback from the targeted market. A combination of both of these can help give a comprehensive and deeper understanding of the market as well as consumers, specific for short-term and long-term goals.
Whenever someone says something bad about your firm, product or service, you spring into action taking measurable steps to protect your reputation. This can be effectively done when you control the organic and as well as paid results for a certain category or keyword. A combination of SEO and PPC (Pay Per Click) helps you in telling your side of the story more controllable and in implementing a strong damage control initiative. When you have a higher, top-ranked visibility in SERPs you can effectively manage what your readers are going to know about you. Also, having a strong presence gives you more authority, so few bad publicity won’t affect your brand value.
When you work through a combination of professional search engine optimization and PPC, you stand to gain from both long-term organic results and instant, fast-paced inward traffic, giving your brand a greater exposure that becomes unmatched for your competitors.
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