As a marketer, your main goal is to drive meaningful and relevant web traffic. There are many strategies that help you achieve this, but the two biggest ones are pay-per-click and search engine optimization. People would usually see this approach as two completely different strategies to perform separately.
Sure, they are different in various ways, but they are best used together since they are two sides of the same coin, which is all about search. There are various ways your PPC and SEO efforts will complement one another, leading to a successful search strategy.
But how exactly does PPC Impact SEO and why should you use both together? Read on to find out.
How PPC and SEO Relate
As a business and site owner, you want to make sure that all aspects of your digital marketing campaign work together to benefit your business. And before you invest time and money in pay-per-click advertising, you will most likely want to ensure that how it improves your website’s ranking and ROI.
This leads us to the question: Does PPC affect SEO, and how so?
While one expects a simple yes or no question, the truth is that PPC doesn’t directly affect SEO, but does so indirectly, in ways that make it worth doing both at the same time. There are various indirect results that occur when using both methods, and here are ways PPC does impact SEO:
1.. PPC Ads Help Maximize the Real Estate in Search Results
When running PPC ads, they will appear on the top of search results, with people seeing this first as they conduct online searches.
If you match PPC with SEO, the ads will help businesses occupy even more territory in relevant search engine results pages. If ever someone skips the ads and looks at the organic search results, they will still see your website on there as well, giving you double the exposure, since you get to be seen both in paid and organic listings.
The chance of people clicking in either listing increases, having them more likely to check out your website. This double exposure has your target audience and searchers more biased towards your website since if they were to see it multiple times, you are more reputable. Not only PPC and SEO give you exposure, but better engagement, too!
2. PPC Helps Discover Valuable Organic SEO Keywords
Keyword targeting is a vital part of PPC and SEO strategies. If your goal is to appear in relevant search results, you need to target correct keywords. However, it takes time to see results from your SEO strategies, making it difficult to see how effective your keyword targeting was right away.
With PPC, you can see immediate results, seeing what keywords attract more traffic and those that are less effective. This will have you optimize your SEO targeting, getting improved results.
When you use PPC keyword data to help your SEO campaigns, you will get to understand what your target customers want and the keywords they type in searching for your industry, products, and/or services. Rather than wait for the results of your SEO efforts, use PPC data for quicker results and make the necessary tweaks to improve your SEO campaigns ASAP!
3. PPC Helps Create Brand Awareness for More Clicks
PPC ads help drive more clicks to your site. If someone were to click on your PPC ad, it will lead them to your landing page, where they can learn more about your business. In certain cases, people will click on the ad, be distracted, then leave right away.
This is discouraging, but it also has people gain awareness of your brand’s thanks to PPC ads!
When people search for similar products and services, later on, they’ll remember your business and it will be more likely that they’ll click on your organic search listings over your competitors.
As leads will get more familiar with your business, they will be more likely to engage, clicking on your organic content later on. This would result in more site traffic and conversions for the business. Meaning to say, your ads can build brand awareness which leads to organic search traffic!
4. PPC Helps Increase the Reach of Local Leads
It’s important to reach local customers, and this should be a much-focused part of your marketing plans. After all, many people would conduct local searches, finding businesses offering products and services they need.
When you use PPC ads in local searches, this can increase your website’s local leads.
When users will conduct a local search, the first thing they’ll see is the PPC ad. Since a lot of local searches are made using mobile devices, the PPC ad will fill most of their screen, followed with Google My Business Listings.
This means that the PPC ad will draw immediate attention to the business. They will see your PPC ad, either clicking on it or skipping it, only to scroll down further to see your Google My Business Listing. And if they continue scrolling down, they might see your website on the organic listing section.
Now, this is TRIPLE exposure, compared to the double exposure I mentioned above! This has them believe that your business is one of the best to choose, driving more people to check your website out, boosting your organic rankings.
Why PPC and SEO Are Better Together
Now that you know how PPC can directly affect SEO, the next question is: Why do they work better together? Here are the reasons why you should consider implementing both PPC and SEO simultaneously:
- When PPC and SEO are used together, it increases brand visibility, as seeing two listings in one search engine results can have a huge impact on the audience
- PPC data can help improve your SEO strategies, as SEO and PPC use keywords to trigger your listings on search results pages. You get a lot more data to analyze and use for your current and future campaigns, knowing what you can do to drive more clicks and conversions. It can also help with your SEO campaigns on social media platforms!
- PPC data can help you know what keywords people search for so you can add it to your current and future content. You’ll know the questions people ask, the keywords to add to your content, and what you should answer to fulfil your target audience’s wants and needs
Wrapping It Up
There are many ways to increase your website traffic, with PPC and SEO being common and effective ones. It’s better to use them both at the same time, as you get more insight and data, which can help further drive you to success. If you are unfamiliar with what to do, there are experts like Gold Coast based Adwords Agency to guide you through reaching your goals.
I hope that this article on PPC and SEO gave insight into these two useful marketing methods. Don’t wait any longer and implement both PPC and SEO into your marketing strategies today!
Do you have questions or want to share your tips and experiences when using SEO and PPC? Let us know what you think in the comments section below, I appreciate all of your ideas and advice.