Most of you manage PPC and SEO separately. Have you thought of merging these two strategies? Well, it is possible, and it is sure to yield an increase in your business output and the SERPs result. Today, several PPC companies and e-commerce retailers still believe that these search engine optimization programs are separate entities and cannot be blended.
Most online marketers fail to realize that both PPC and SEO must be merged to get the best out of a website. This is how SERPs can produce the best results using their total capacity. However, to understand how PPC and SEO can work in combination with each other, you need to understand the differences between both.
Difference between PPC and SEO
The intention of SEO or search engine optimization is to enhance the calibre and traffic in your site. Besides increasing traffic, SEO also strengths your brand’s position, specializes in the optimization, conducts link building, and others.
On the other hand, PPC marketing and advertising are just like the way marketing and advertising go on in the electronic media where advertisers gain a certain amount as soon as their ad gets clicked by a visitor. Although PPC and SEO come under search engine optimization, few differences exist between them.
First, paid ads significantly impact search engine optimization as they appear at the top of Google rankings. Second, once the advertiser is successful enough to create the desired traffic, he can attract anyone interested in his site. This rule remains the same for listings too. Third, PPC campaigns produce instant results. But with the end of the advertising, this niche audience seems to get back to the pre-campaign stage.
Similarities between PPC and SEO
Although there are some evident differences between PPC and SEO, some similarities also exist. Both PPC and SEO aim at increasing traffic to a site. Secondly, PPC and SEO are both driven by keyword searches.
How PPC and SEO coordinate with each other?
Now, let us see how PPC and SEO work together. PPC assists search engine optimization in the following manner:
Expanding SERP coverage
When a site organizes a PPC campaign, its mission is to pay attention to the outcome, that is, the final product that the visitors will see. When PPC is joined with SEO while working on a site, it gets the opportunity to present ads at the top, followed by organic and natural listings.
This amalgamation of PPC and SEO gives websites the chance to enhance their ability by double, thereby increasing the possibility of drawing more traffic into your website. Above all, SERPs provide the best representation of your site. You can at once rely on SERPs as it gives a better customer experience and easy solutions.
As has already been mentioned earlier in this write-up, both SEO and PPC are keyword-oriented plans. If your organization or business is more interested in using SERPs, you have to look for the apt keywords and phrases that gel well with your site. Further, if you are optimizing your site for quite a long time, you can use keyword data to generate better results through PPC.
However, if you are a newbie in the world of SEO and PPC, you may have to struggle a bit with both. Since PPC produces instant results, investing in PPC would not be such a wrong decision as an advertiser.
Enhanced brand awareness
When a customer clicks on your paid advertisement, he or she is soon directed to your site’s landing page from where they can be aware of your product or service and its related offerings. Here, your customers can explore related other sites to understand your brand better. Sometimes, they might get diverted and leave the page.
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Although this may be a bit demoralizing, there’s a positive side to this. Your customer just got familiar with your brand and its offers via PPC advertising. Later, when the customer looks for similar items, they will surely remember the website’s encounter and check out its organic listings.
How to trace and estimate performance?
It is known that all the objectives of your company will differ from one brand to another. Therefore, different companies will have different KPIs. The search engine optimization goal of a business should neither be too complicated nor too simple. The aims should focus on:
- The required amount for traffic generation
- The amount to be spent behind each lead
- The period within which the traffic should be earned
Keeping in mind the SEO factor, nothing can be better than Google Analytics to measure your business’s site’s performance. The parameters on which Google Analytics measures are:
- Keyword rankings
- Time spent on page
- Organic traffic
- Organic conversion
Therefore, combining SEO and PPC will yield a better result from your website as both have many things in common. It is high time that online retailers learn to use both for their business’s betterment.