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How a PPC Specialist Incorporates SEO for the WinOctober 27, 2017 / Treena Bjarnason
Do you know the difference between Search Engine Optimization (SEO) and Pay-Per-Click (PPC)?
Should you use one method or both to reach your potential clients online?
Will you hire an SEO or PPC specialist, or attempt to drive traffic to your website on your own?
These are important questions you must ask when creating an online marketing strategy.
First, let’s define SEO and PPC to see how they fit into your business.
Two Ways to Boost Website Traffic
You built a stellar website for your business. It explains your products and services with clear copy and professional photos. You list store hours and locations. The testimonials page is filled with positive reviews from satisfied customers. Your staff page is engaging.
That all sounds good, but it doesn’t mean customers will find it.
Make sure your business appears in search engine results by using a combination of SEO and PPC.
Search Engine Optimization (SEO)
SEO is unpaid search engine results. These search results are called “organic” or “natural” since the website naturally matches the searcher’s query.
SEO listings are displayed underneath paid ads on the results page.
Search Engine Optimization refers to everything on your website that improves your ranking in search engine results. Your site’s technical structure, content, and links are important. Each one plays a part in driving traffic and increasing awareness of your site.
Higher SEO rankings are achieved with valuable content that is relevant and easy for visitors to understand. You must follow SEO best practices to be displayed prominently in the search results. It takes a lot of time and effort to reach the top of the natural results.
One risk with an SEO-only strategy is that when search engines change their algorithms, it can impact the website rankings. That won’t happen with paid traffic. You get a steady stream of visitors despite any changes to algorithms. But, if you have a limited budget, it makes sense to invest time in SEO to boost search rankings. Be aware that SEO efforts can take a long time to rank.
Pay-Per-Click (PPC) Advertising
PPC is paid online advertising. It can be a line of text, an image, or a video that advertises your website. PPC ads are displayed on search engine results pages and websites.
The ads are called pay-per-click because they’re free until someone clicks on the ad and is taken to your website. You pay a fee each time a visitor clicks through from the ad to your website.
When you buy space with a search provider like Google or Yahoo! Bing, the search engine places your ad at the top of the results in the sponsored section. Facebook and Amazon sponsored ads are examples of PPC advertising.
If you want more traffic fast and are willing to pay for it, then PPC might be right for you. But, it takes time to get PPC right. A PPC specialist can help you choose and bid on the right keywords in the right places.
Connect your PPC campaign to your Google Analytics account so you can track keyword conversions from PPC ads. That will help you decide if the money you spend on a PPC campaign is producing positive results.
As you can see, there are pros and cons to both methods. What happens if we combine the two? Keep reading.
SEO and PPC: A Winning Combination
Every PPC specialist will tell you that a strategy using SEO and PPC together will produce the best results.
Here are a few examples of the benefits of a combined strategy:
Increase Consumer Confidence and Awareness
A strong paid and organic presence will increase visibility with consumers. If you use SEO only, then your company will show up in the search engine results page (SERP) once. But, if you add in PPC, you’ll get extra exposure in the ads section. That means you’ll be on the page twice.
Paid ads are the top few spots on the results page. If your company appears there and below in the organic search results, it adds visibility and credibility.
Double Your Keyword Data
Both SEO and PPC will generate data you can use to improve your marketing plans.
You can take keyword and conversion data from your PPC campaigns, and use it in your SEO efforts. PPC results will tell you which keywords rank well, and which give you the most conversions.
Take your high-cost keywords and use them again in website content and other efforts. Use the results of A/B testing on ad copy and landing pages and use it in organic listing and landing pages.
On the flip side, use data pulled from website conversions to craft PPC campaigns that draw in more of your target audience. More data gives you more insight into your audience.
Incorporate Ad Copy into SEO
Look at ads that earn the most conversions. PPC ad performance can improve all your ad campaigns.
Learn from ads with the most conversions. When people click on your ads, it means the ads provide the right information. Duplicate that ad copy in your SEO campaign. Add it to your title tags and meta descriptions. Use it in the content on pages you want to rank.
PPC specialists recommend using PPC to test keywords before using them in long-term SEO strategies.
Remarket Your Site
What if your SEO work pays off, and your business is in the top organic rankings on the search engine results page, but visitors to your site don’t convert?
Remarketing will serve your PPC ads to those visitors. It’s a way to keep your business front of mind until they feel more familiar with your company and website.
PPC remarketing builds brand awareness by reminding people they visited. It also gives them an easy way to return.
Use High-Priced Keywords in Your SEO Efforts
Sometimes keywords are too expensive to use in your PPC campaign. This is true most often in competitive fields like car insurance.
When you can’t afford an expensive keyword, it’s time to use it in your SEO plans. Incorporate pricey keywords on your website. That way you’ll rank for the targeted keyword without spending your entire ad budget on it.
Examine your website analytics to find which keywords you rank for organically. Some keywords are expected, but you’ll discover others that rank naturally. Put those ranking keywords in your PPC keyword campaign — you already know they work.
Get in Touch with a PPC Specialist
Now that you know the beauty of SEO and PPC, what do you think? Are you ready to put them both to work for your business?
If you have questions, we have answers. Contact one of the Cheeky Monkey Media PPC specialists today. Together, we can create an online identity to connect you with your target audience.