As someone who runs an organisation, business or website, you may have come across the terms SEO and PPC. SEO (search engine optimisation) involves getting quality traffic from search engine results. On the other hand, PPC (pay per click) campaigns involve paying for an advert every time someone clicks to arrive at your site. Read on to find out how SEO and PPC work together to improve your visibility on Google.
The goal of SEO and PPC is twofold and the same: drive traffic to your site and increase conversions. The major difference is that SEO achieves this goal organically and for free, while you have to pay for PPC adverts.
What happens when you combine SEO and PPC?
If you combine these two methods, a business can end up taking up a large part of the first page on a search engine’s results. This can increase your company’s online visibility, as the ads tend to appear at the top of search engine results. If your site also appears on the first page of organic results, your business will gain more exposure and traffic. Users will have more confidence in your business, as they see that you are dominating the first page results.
You will get more data for better decision-making when you combine these strategies. For instance, you will get more information about bounce rates, click-through rates and conversion rates. This will help you make better decisions on how you should market.
How do SEO and PPC work?
If you’re after a more comprehensive run-down, check out our SEO and PPC FAQ pages. But basically, both methods rely heavily on keyword optimisation to achieve results. Therefore, you can use keywords that have produced organic results for you in your PPC campaigns. Alternatively, if your website is still new, you can experiment with different keywords on your ads to see what works. You can then use these keywords in your organic campaigns to get better results and improve your search engine optimisation efforts.
Here’s what you can do to improve your visibility
- Use ad campaigns to increase your visibility on social media. As you can set up your ads to reach a specific target group, this will help you to better understand your audience as well as refining your reach and improving your overall optimisation strategy.
- Re-target ads (that is, reach out to previous prospective customers). These are the people who needed time to make up their mind about whether to buy from you. Re-targeting ads can increase your conversion rates, as you remind them to come back to your site and complete their purchases.
Using organic optimization and paid ads can help to enhance your website’s performance and the profitability of your business. Since these two strategies are interconnected, it is important that you learn how to use the information derived from both sources to your advantage, so as to help you dominate search engine results.