Search engine optimization (SEO) and paid search work in different ways to drive more traffic to your site from search engines like Google. While PPC ads can bring in more traffic immediately, SEO takes time to work its magic. On the other hand, PPC ads require a significant investment, and SEO tactics are relatively free. Though both are important for digital marketing, they are often managed separately.
However, the truth is that while SEO and paid search work well alone, you can actually get more out of your SEO and paid search efforts when they are used together. Similarly, when these two tactics are used across the organization’s digital marketing campaigns, the results are incomparable.
How SEO Helps Your Business
One of the greatest benefits of search engine optimization is that it is a low-cost digital marketing tactic. Though you have to spend time and resources creating great content, you aren’t directly paying Google or any other search engine in order to see results. All you need to get started is a keyword research tool and someone to start writing content.
Speaking of results, SEO is one of the best ways to expand your reach online. By creating well-developed, relevant content that provides value for your targetbbbbb audience, you are able to generate more traffic to your site and increase your brand awareness. Not to mention, the more great content you have online, the more opportunities you have to enhance your online reputation.
How Paid Search Helps Your Business
Paid search provides some unique benefits for your business. Let’s start with speed, which we mentioned earlier. PPC ads can produce results quickly. That’s because these ads appear at the top of the search engine results page. Don’t wait for your content to rank organically. You can take advantage of the opportunity to appear at the top of the page immediately for relevant and targeted keywords your audience is using to find brands like yours.
Paid search also provides you with the opportunity to drive more targeted traffic to your site. You can narrow your reach by targeting users in a certain geographic location or within a certain demographic. You also have more control over the outcome of these ads. Results from a PPC ad click are more likely by using targeted messaging, keywords with high conversion intent, and specific landing pages that guide users to the next step in conversion.
How the Combination of SEO and PPC Helps Your Business
While you can certainly get results from your SEO and PPC campaigns when managed separately, you can get even better results by using the two tactics in combination. If you want to optimize your results for both your organic and paid search campaigns, you’ll need to consider how the two can best work together to support one another.
When it comes to visibility, using SEO and PPC together allows you to target all stages of the buyer’s journey. SEO-driven content is great for top-of-funnel search engine users who are just starting to research their challenges and needs. PPC ads are helpful for targeting users who are ready to buy through a mixture of both branded and non-branded keywords.
SEO and PPC also have different emphasis on the user experience. Writers must craft SEO content not just for the search engines, but also for the person reading the content. This can be limiting when it comes to using keywords within the content. With PPC ads, you can optimize the content for conversions. Since most consumers who click on PPC ads are at a point in their journey where they are ready to buy, they are more likely to convert sooner than later.
When it comes to using SEO and PPC together, you’ll also want to consider their strengths and weaknesses. It can be difficult to get the keyword-level data that you need when dealing with SEO content. Though you can certainly see which content performs best, you are somewhat limited in your keyword use given the user-friendly nature of SEO content. But when it comes to PPC ads, this is a strength. You are able to get the keyword data you need to determine which keywords are worth pursuing and which are not right for your brand.
In addition, using both PPC and SEO together helps you fill in the gaps and resolve any shortcomings from either tactic. Search engine optimization doesn’t happen overnight. It takes time to create great content and even more time for that content to rank. While you are waiting on this content to be recognized and ranked by the search engines, paid advertising drives results and immediate engagement. PPC advertising will also provide more immediate data that you can use to adjust your SEO strategy.
SEO and Paid Search: Best When Shared Across the Organization
Historically, SEO and paid search are not only managed separately, but they are often also kept away from the rest of the digital marketing tactics. However, for best results, it’s important that companies share their insights from SEO and paid search across the organization, especially with strategic communications. This provides the most benefit to the entire brand when working toward overall business goals and objectives.
Here are just a few ways that you can incorporate what you learn from SEO and paid search across your organization:
- Structure press releases, blogs, and other content to use the best-performing keywords and copy from your PPC ads and SEO content.
- Combat negative public relations by guiding the conversation to more positive topics using SEO and PPC keywords or copy.
- Use data from SEO and PPC campaigns to better inform your overall digital marketing strategy.
- Utilize specific keywords that have performed well across paid and organic search campaigns for pitching to the media.
Though SEO and paid search can be powerful tools on their own, the ideal way to get the results you are looking for is by using both tactics together. With an integrated strategy in place, you can use what you learn from your SEO and PPC campaigns to inform your other digital marketing and strategic communications strategies and secure the best results for your business.