Why Your PPC and SEO Should Work Together

 

While pay-per-click (PPC) advertising is effective for driving website traffic, leaving out search engine optimization (SEO) can end up hurting your campaign’s performance and increasing ad costs. Paid and organic search have many differences, but a big thing they have in common is that they’re both a type of search engine marketing which means they can influence each other - for better or worse. Read on to see why PPC and SEO should work together to achieve better digital marketing results.

Having both PPC ads and top organic search positions will increase your website’s visibility which can lead to higher click-through rates for ads. With ad space getting smaller due to the rise of mobile, the typical Google search on a smartphone will only show a total of four PPC ads - two at the top and two at the bottom of the search engine result page (SERP). However, ten organic listings (including ‘local packs’) are shown on the SERP which means those four ad positions are very competitive.

SEO also helps improve ‘Quality Score’ which influences ad position and the cost-per-click (CPC). Quality Score is an estimate of the quality of your ads, keywords, and landing pages. The more relevant the ads and landing pages are to the user, the more likely you'll see higher Quality Scores.

Having optimized landing pages that directly relate to your PPC keywords and ads will decrease your CPCs because they’re seen to be more relevant and higher quality than if the landing pages were too general or unrelated. When your website performs well in organic, it’ll also improve your PPC’s performance.

Keyword research is essential to both organic and paid search marketing. With PPC, keyword research can reveal inexpensive long-tail keywords with lower bid prices than shorter, general search terms. Combining SEO and PPC doubles your keyword data, allowing you to discover which organic and PPC keywords have the highest conversion rate for a stronger digital marketing strategy.

An integrated approach to digital marketing is more effective than treating organic and paid search as two separate entities. However, creating, managing, and implementing a digital marketing plan takes time and resources that not every business has available in-house. Partnering with digital marketing experts will allow you to reap the benefits of digital marketing while your team focuses on business operations. Sales & Marketing Technologies is a digital marketing agency in Orlando that offers organic and paid search marketing services that are tailored to your business to grow sales.

 

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