Let’s face it, one of the main functions of a website is to get as much traffic and attention as possible. The more eyes on our webpages spreads our message to a wider “net” of potential customers.
A well designed and managed SEO campaign has the potential to increase our number of visitors. So too can a well managed PPC campaign bring us more visitors. Doesn’t it make sense that both can be used in concert with one another?
There’s a song in the Broadway musical “Oklahoma” called “The Farmer and the Cowman Should Be Friends.” The same holds true in search engine marketing, where that same real estate that is vied for by both paid and organic marketing can definitely work together for their common good.
For too long these strategies have been thought of as either/or, but the smart marketer knows how to make this strategy work well for them. The number of ways in which SEO and PPC can help each other are many, and you ought to know this in order to make the best use of your marketing dollars.
Let’s take a look at 5 reasons to combine PPC and Organic SEO
Get as much page one real estate as possible! – Obviously, having as many listings as possible on page one is the goal, and this can only help you dominate the traffic this pages serves if your site is showing up all over the results. In addition to that, this helps increase your brand authority.
Enhance brand exposure and solidify messaging – When your brand is seen often and in many different ways, your brand is given a large dose of authority and exposure. The messaging you employ in both your organic listings and paid ads can work in concert to give your brand a cohesive, unified message.
A net gain in total traffic – Many don’t take this approach as they feel it could cost them organic “free” traffic. Testing is showing that in most cases there is a net gain in traffic, as the overall presence on the page brings about more clicks. Plus, your PPC costs will obviously go down, as some will be clicking the organic results!
Enjoy increased conversions rates – Data is proving out that combining organic search with PPC can lead to your conversions rates soaring as much as 200%. This is from the combined effect of more clicks and increased authority. Nothing to sneeze at, right?
Improved keyword performance – The data you gain from your page analytics and PPC campaigns are a most valuable tool for discerning keyword performance and opportunity. Make sure you use this data in both directions, to help optimize both!
So, while a good SEO campaign can improve our webpages in the search results thus bringing us more visitors, having a PPC campaign running alongside or SEO work can really take our traffic to another level.