3 reasons why SEO and PPC work together
When it comes to exploring digital marketing techniques, Search Engine Optimisation (SEO) and Pay-Per-Click advertising (PPC) are often viewed as separate strategies. However, by thinking holistically, combining both SEO and PPC can add serious power to your marketing approach, helping you boost your business’s online visibility, reach your target audience and increase website traffic.
What is SEO?
In short, SEO involves optimising various elements of a business’s website to improve its visibility and ranking on search engines, like Google. The ultimate goal of SEO is to increase organic – in other words, non-paid – traffic to a website, using the likes of:
- Keyword research
- Fresh and relevant content
- Link building (acquiring high-quality backlines from reputable and relevant websites)
- Meta tags and meta descriptions
- Local SEO, for example, utilising Google Business Profile (formally Google My Business)
What is PPC?
PCC is a digital advertising strategy which involves businesses paying a fee each time their ad is clicked. PPC includes:
- Search advertising (a technique that displays ads in search engine results when someone searches for the service and/or product offered by the business)
- Display advertising (an online advert that combines text, images and a URL that links to a website)
- Social media advertising
Unlike SEO, businesses ‘buy’ visits to their website, rather than working to ‘earn’ them organically.
Here, we take a deeper look into three reasons why SEO and PPC have the potential to make the perfect marketing partnership.
1. Shared insights and keyword data
Both SEO and PPC require extensive keyword research to identify the terms and phrases required to target a specific audience. By utilising both techniques, businesses will be able to gain a much better understanding of audience behaviour, which in turn will help to maximise their overall digital advertising performance.
Analysing how users react to your PPC campaigns and your organic listing will help to provide valuable insights into which keywords are driving the most traffic, generating conversions and ultimately producing a positive return on investment (ROI). You’ll be able to use this data to improve your SEO strategy moving forward, helping you to prioritise certain keywords and refine your content.
Furthermore, you’ll be able to use the results to shape your future PPC campaigns, whether that be reusing copy from a successful paid search ad or pausing keywords that are ranking in top positions organically (and therefore, don’t necessarily need paying for).
2. Increased visibility and traffic
It goes without saying that maximising both SEO and PPC will provide better exposure online, leading to a boost in search visibility.
Consider SEO as a business’s long-term strategy, which focuses on improving organic search ranking over time. On the other hand, PCC has the potential to provide instant visibility by placing ads at the top of search engine results pages for targeted keywords.
By using both SEO and PCC together, you’ll be able to work on improving your organic rankings – and better still, optimising your website for best results long term – while ensuring your website appears prominently in search results.
3. Increases brand value and credibility
It might not come as a surprise to hear that when PPC ads and organic search listings appear together for the same brand or keyword, it can reinforce brand value and increase overall click-through rates. After all, users are more likely to click on a search result when they see both a relevant PPC ad and organic listings.
Are you ready to boost your brand’s online visibility?
By combining SEO and PPC strategies, businesses have the potential to achieve greater visibility, drive more targeted traffic, gain valuable insights into consumer behaviour and most importantly, improve their online presence.
If you would like to discuss your digital marketing strategy then get in touch with the experts at Oxygen Graphics. We specialise in PPC and SEO, priding ourselves on being able to create businesses with a bespoke service shaped around each client. Let’s talk – book a meeting with us today.