A well thought out marketing strategy can propel a business to unimaginable heights. Businesses are using older marketing methods with newer ones to get an edge over the competitors.
One thing is certain:
Today’s marketing is different from the past and this is a testament to how fast the competition is getting tougher in local and international markets.
The best marketing strategies use different techniques, and this depends on your specific objectives and goals.
Some of these methods are being used by established and growing businesses. For example, content marketing is much more than writing blog posts and articles, companies are now focusing on creating informative content in the form of tutorials, videos, brochures, and infographics.
Apart from developing engaging content, brands are using other technicalities to attract potential customers, this includes using PPC and SEO.
The Difference between SEO and PPC
SEO is part of the content where certain phrases and words are added to the content to make a web page rank in the SERPs.
PPC is part of the advertisements that direct your target audience towards the content and generate leads.
The main difference is clear:
SEO generates organic traffic while PPC requires a payment each time a person clicks an ad.
A complete search engine marketing (SEM) strategy takes into account organic search listings and paid search listings and the more effective the strategy is, the better the results will be.
This is the main reason brands hire marketing professionals to develop the best marketing strategy.
The Benefits of Using PPC and SEO Together
Enhanced Visibility
SEO and PPC are used to target the search engine results pages or SERPs. The issue is that some search terms can become popular distracting the focus away from PPC efforts. It is important to note that PPC accounts for the top 2 to 3 results on most SERPs.
Using both PPC and SEO gives you an edge over your competitors by dominating both paid and organic results.
Learning from PPC
Certain elements of PPC work for SEO as well. If a PPC ad is helping you with lead generation and sales conversion, you can input the same elements into your content development strategy.
You can improve the Meta descriptions, page content and title tags to influence the same successful results.
This is a fast way of identifying working strategies.
One thing:
An organic search strategy takes longer to show these attributes but paid search lets you know much earlier – you can then use what you have learned for your SEO for faster results.
Social Media
Social Media and PPC is an effective combination with sites such as LinkedIn, Facebook and YouTube creating an opportunity of an impressive ad campaign.
Ad campaigns on social media platforms can be targeted to a specific section of your target audience. For instance, you can choose for your content to be shown only to people between 21-30 years. This information can be used in your SEO strategy as well.
A Two-Fold Strategy
Getting traffic organically is tough. Just take a look at social media and you will see promoted paid campaigns over organic traffic.
However, people can show interest and click on the ads but fail to take the desired action such as signing up or making a buy.
This is the time to use SEO, to attract traffic organically, so that the visitors get a good idea of what you’re offering.
Later, you can go after these customers and recapture their attention using PPC campaigns.
Unearth More Highly Effective Keywords
The main benefit of SEO is it naturally uncovers keywords that were not in your strategy in the first place. Some of these keywords can bring in more traffic.
This can be cross-referenced with engagement metrics to know the ones that will lead to improved results. These keywords should then be added to your PPC strategy and this will expand your keyword set.
Combining SEO and PPC leads to a more effective, time and cost-effective strategy.
If you would like to test out this strategy, Contact Us today to see how we can help you.