16 August 2019 by Madison Potter
Many people are under the impression that PPC & SEO are not friends and should be kept separate from each other. For some, SEO is no longer as essential to the success of their website. This rumour could not be further from the truth.
If you are looking to obtain the best results and highest return on investment, then your digital strategy should combine a PPC strategy alongside an SEO one.
Let's start by understanding what the purpose of SEO & PPC is and why they are important in driving traffic to your website.
SEO stands for Search Engine Optimisation. SEO is the optimisation of a website to clearly highlight the offering of the website and business. SEO increases the volume and quality of traffic to your website through organic search engine results. Your rank is determined based on on-page and off-page SEO factors, such as keywords used in meta descriptions, titles and content, site links, site loading time, backlinks and social media marketing.
PPC stands for Pay-Per-Click. PPC is paid advertisements on Search Engines, via search, image or video ads. PPC campaigns revolve around several factors, including but not limited to, keywords, bids for ad placement in a search engine, audience interests or locations & previous activity online or search history. When someone searches something using one of your keywords, depending on your ranking, your website will appear either in sponsored ads at the top or on the first page.
Now that you have a basic understanding of what the purpose of PPC & SEO are let's understand why these two components should coincide with each other.
Keywords are essential components when it comes to both PPC & SEO strategies. It should be no surprise that keywords are what brings these two together and ensure they both improve each other's standings.
When developing an SEO strategy, researching keywords is one of the first tactics. Once they are implemented into the site, you will not know if these keywords are responsive or not for a few months. SEO is a long but essential process, where it’s friend PPC delivers results and insights instantly. PPC campaigns give insight into which keywords are performing the best and which search terms people are actually typing into search engines. Having this information early on means the quality of your optimisation will be considerably higher and will drive your organic ranking.
Having corresponding keywords also helps your PPC campaigns. Google recognises if your keywords coordinate with your website and will rate the value of each PPC keyword based on the destination URL. If the keywords you are applying to your PPC campaign are not mentioned on that webpage, you will get a low rating. Having a low rating will mean a lesser chance of ranking on the first page, even if you have a competitive budget.
More is always better! Running a PPC campaign that integrates with your website and the overarching SEO strategy will help ensure you obtain more exposure. Do you ever wonder why some businesses have the top spots on Google Ads and have top spots for organic ranking? These companies have integrated their PPC and SEO strategies to ensure that both are well optimised and use similar keywords. Being ranked in both places will mean if anyone bypasses the paid ads the next place they go is organic listings. SEO is the primary source of success for organic ranking.
When a PPC ad is performing well, utilise not only the keywords that have driven this ad to success but the written copy! People searching have responded well to both these aspects, so use them when doing your meta descriptions, titles and content for your website. SEO results can take time, and you won't know if your strategies are working right away. When you use your PPC campaigns to inform your SEO, you know the likelihood of it performing well is much higher!
SEO & PPC are best buddies and should never be separated. They help each other become the best versions of themselves and pick up the slack when one is struggling. When working together, they lead to more exposure and quality traffic. Collectively they can lead to double SERP presence versus using one or the other.