There is much debate in the internet marketing world about which is better for your business: Search Engine Optimization (SEO) or Pay-Per-Click (PPC) advertising. The reality is that SEO and PPC can almost be looked at as two sides of the same coin, and they can actually work together to yield great results. This is because SEO and PPC are both forms of search marketing.
Search marketing is the process of promoting a website or product through search engines such as Google. The goal of search marketing is to generate more visibility for the website or product, resulting in generating leads and sales from consumers who are actively searching for similar products or services.
SEO and PPC are the two main types of search marketing. Both are methods of using keywords and other techniques to improve the visibility of a website in search engine results pages (SERPs). However, there are some key differences between the two.
What Is SEO And PPC In Marketing?
SEO is all about optimizing your website and content to rank higher in organic (non paid) search engine results pages, while PPC is a paid form of advertising that allows you to place ads on SERPs. Google Adwords is a commonly used form of pay-per-click advertising. These PPC ads are displayed at the top of the search engine results pages, above the organic results. Both SEO and PPC can be effective ways to drive traffic to your website and generate leads, but they each have their own pros and cons.
SEO takes longer to see results than PPC, but it can ultimately be more cost-effective. PPC, on the other hand, can provide immediate results but may be more expensive in the long run. Some businesses decide to either focus on one or the other, but a combination of both SEO and PPC typically produces the best results.
How Do SEO And PPC Work Together?
When used together, SEO and PPC can complement one another to provide a more holistic approach to digital marketing. Let’s look at how the two can work together to help grow your business.
By using both SEO and PPC, you can increase your chances of being seen by potential customers. The organic search results and paid search results are in two different locations on the search engine pages. If your business is in both places, it not only increases your visibility, but it adds credibility to your company as well. Think of it as additional branding for your business.
Short-Term and Long-Term Results
One of the greatest benefits of utilizing both SEO and PPC is that you can yield both short-term and long-term results. SEO is more of a long-term marketing strategy. Typically it can take up to 6 months or longer to begin seeing results from SEO. However, once a website ranks highly for its target keywords, it will typically maintain its position and require little maintenance. As a result, SEO is a worthwhile way to build sustainable online visibility and drive long-term leads and sales.
PPC on the other hand is a great way to get quick wins. When done right, these paid ads have the ability to generate results almost instantaneously. What this means is that a PPC campaign can supplement your results while you’re waiting for your SEO to begin generating organic traffic to your website.
Using both SEO and PPC provides more opportunities to collect data about your target audience, and use that data to improve your marketing campaigns. For example, running a Google Adwords campaign gives you the opportunity to test different keywords. It’s fairly common for keywords that convert well in paid ads to also perform well with SEO. Having this keyword insight is a huge leg up. You can also test different headlines on Google Ads, and then repurpose the ones that perform well into your SEO content.
Better Click-Through Results
Google performed a really interesting study where they found that businesses who have organic search results typically see better click-through rates on their paid ads. As we previously mentioned, having your business appear in two different locations in the SERPs adds credibility and a positive brand perception around your company, which likely plays a role in the improved click-through rates.
Better PPC Ad Quality Score
One of the factors that Google takes into consideration when choosing which paid ads appear on its search results pages is a quality score for each advertiser. The quality score is based on a number of factors including the relevance of your ad to the keywords you’re targeting, the expected click-through rate (CTR) of your ad, and the overall quality of your landing page or website.
The quality of your landing page or website is directly related to SEO. The better SEO optimized your landing page is, the better user experience it will provide, resulting in a better quality score for your paid ads.
SEO And PPC Marketing Agency
We hope that this article has provided clarity on the roles SEO and PPC play in marketing, and how they can each play an important role in your marketing strategy. Maybe you’re already implementing these strategies, or maybe you’re not but are interested in doing so.
If you’re a business looking to expand your online presence but don’t have an in-house marketing team to assist you, outsourcing to an SEO and PPC marketing agency can be an effective solution. At The Alchemy Consulting Group, we’re an experienced agency that has the knowledge and resources to develop and implement successful SEO and PPC campaigns.
We offer a results-first SEO program where you don’t pay until we’ve ranked your business on page 1 of Google. Our team has also managed more than $10million of ad spend in PPC campaigns and are experts in keyword identification and generating high conversion rates. To learn more about these services and how we can help you grow your business, call us at 877-978-2110 or schedule a call at a time that works for you: https://calendly.com/gordonvanwechel/15min.