SEO (search engine optimization) and PPC (pay per click advertising) are two great ways to increase the traffic to your website, and ultimately, gain more customers for your business. You can run SEO or PPC campaigns individually with great results, but it is when you combine them that you see the greatest impact on your business and your bottom line.
A Quick Overview on SEO and PPC
SEO (Search Engine Optimization)
SEO is the process getting “free” traffic from the search engines. This is done by increasing your website’s natural rankings within the search engines so that they show up towards the top of the search engines when you do a particular search. If you do “landscaping in Boston” you want to be the first one to show up when somebody searches for landscapers in Boston.
PPC (Pay Per Click Advertising)
The term “Pay Per Click” can be applied to any form of internet marketing where you literally pay for each click through to your website. You can implement this form of advertising on Google, Facebook, YELP and tons of other websites. For the purposes of this article we’ll be discussing Google Adwords PPC.
Benefits of Combining SEO With PPC Marketing
If someone can get “free traffic” from SEO, why would they pay for traffic with PPC? That’s a good question, and a lot of companies that aren’t familiar with the benefits of running both SEO and PPC campaigns might use that strategy. They think that because they are getting good results from their organic search traffic that they don’t need to run PPC campaigns.
While it is true that you don’t need to run PPC campaigns, you could also say the same for SEO and any other form of marketing. You don’t need to do it. You technically don’t need customers either, you could always close your business and go get a job working for somebody else. For those interested in growing their business, however, it is strongly suggested that you take advantage of the same marketing channels that your competitors are using to grow their business day by day.
Combining SEO and PPC Data Helps Strengthen Both Campaigns Individually and Collectively
Google is pretty careful with regards to what data they give you in your analytics account. There’s some information that you don’t get from your SEO campaigns that you can get from PPC campaigns.
For example, when people come to your site organically, Google will typically not tell you what keywords the user searched for when finding your website. You do get this information when running paid search ads, however, and this can help you get much better insight into what your visitors are searching for, and what search terms convert at the highest rate when they get to your website. Using this information from your PPC campaign can help you develop a better keyword list to target in your SEO campaigns, attracting higher quality visitors to your website that are more likely to turn into an actual customer for you.
Get Instant Results While Waiting For SEO Traffic
It is well known that SEO takes a little time to start having an impact on the organic traffic to grow. You have to make changes, wait for the search engines to index those changes, and continue to work and make changes while that happens.
While most of our SEO clients do actually see increased rankings within the first few weeks, you can typically expect a legitimate SEO campaign take anywhere from 2-6 months before you see noticeable results. All of the organic traffic that you get for the life of your website will be free however, so it is worth the wait.
So what do you do if you’re looking to get sales or new customers from your website right away? PPC is the obvious answer here. Once an Adwords campaign is setup, you literally start driving potential customers to your website the moment the campaign is turned on.
Over time, the data is analyzed and the campaign is optimized so that you get the highest ROAS (return on ad spend), or in other words, the most bang for your buck. Again, the data that you collect from PPC campaigns can then be used for a more highly targeted SEO campaign that will drive more leads from that channel as well. SEO and PPC work together symbiotically to increase your overall return on investment for digital marketing.
Dominate the Search Results Pages (SERPs)
Paid Ads on Google take away a lot of traffic to the organic search results, and organic search results can take away a lot of traffic from the paid ads. It all depends on who is searching and what they are searching for. Running an SEO campaign along with PPC at the same time helps you be in the right place at the right time so you can capture as many potential customers as possible.
So how do you make sure that you’re in the right place at the right time? Simple. Be everywhere, all the time. You want to be at the top of the paid ads, the top of the local listings and at the top of the organic listings. Combing PPC with your SEO campaign is how you achieve that and dominate your competitors
Call 561 Media Today to Discuss Any and All Of Your Digital Marketing Needs Today!
With years of experience in the fields of digital marketing and web development, 561 Media provides the entire package required to take your website and your business to the next level. Call us today to discuss combining our SEO and PPC packages so you too can dominate the search engines! (561) 417-8505.
