Too often, marketers approach SEO and PCC as completely separate strategies. Even though both disciplines focus primarily on developing keyword strategies, content, and tactics to drive more traffic and generate revenue, it’scommonly known that SEO and PPC tend to work separately.
But have you ever wondered what could be achieved if both disciplines combined their efforts? The total sum of both strategies would far exceed what they can achieve individually.
The integration of SEO and PPC has a holistic approach to digital marketing. By incorporating these strategies into your marketing efforts, you can get many benefits including improved organic traffic, increased paid clicks, and most importantly, maximized ROI.
Before we cover the benefits of combining organic and paid- let’s go over some basics.
Understanding the Difference between SEO and PPC
There are two key differences between SEO and PPC. The first is that paid ads appear on the top of the page, above the organic results influenced by SEO. The other key difference is that SEO is “free of charge” in that no direct payment is made to appear on the organic results, whereas traffic generated from PPC has a cost for each click.
Organic search results, also known as SEO, is the process of including content on your website that has the potential to improve your visibility to search engines and users. SEO helps your site appear more often in relevant search queries. The placement of an organic result depends on the search engine’s algorithm— in other words, only proper optimization efforts can get you there.
Paid search results, on the other hand, are displayed at the top of the SERP and include an “Ad” designation next to each paid result.
Benefits of Using PPC and SEO Together
Improve Your Visibility
There is no doubt that traffic is the lifeblood of any online business. The success of an online business greatly relies on the amount of traffic it can generate for its pages.
Integrating SEO and PPC gives you a great opportunity to dominate both the organic and paid listings in SERPs. This will also allow you to gain exposure and establish authority in the eyes of your prospects. Using SEO and PPC has the power to generate more traffic to your site in the short run, and boosting your presence online for long-term success.
Uncover More High-Performing Keywords
The greatest – and most obvious- advantage of SEO is that it naturally uncovers keywords that were missing from your originalkeyword strategy. This data will reveal not only click through rates for given keywords in your geographical area but also valuable insights into which search terms your prospects are searching in order to optimize your ads in the most effective way possible. Marketers can leverage this SEO data to reveal any high-performing keywords and implement them within their PPC efforts to enhance ads performance and yield better results.
Achieve Greater Spending Efficiencies
Finally, integrating your SEO and PPC efforts can help you to improve your quality score for paid search. Fortunately, strong Quality Scores lower both your cost per click as well as your cost per conversion. Put simply, the higher your Quality Score in Google Ads and Bing Ads, the lower your cost per conversion.
These are just a few benefits highlighting the power of taking a more unified approach to search marketing. Regardless of their differences, PPC and SEO can really do wonders when implemented alongside each other.
However, the successful integration of organic and paid search strategies requires the help of your best marketing experts and the efficient use of your budget. This will improve the results delivered through both channels.