With over 3.5 billion searches performed every day on Google alone, it’s known to businesses nationwide that search engines provide a lot of internet traffic for websites. To get that traffic, brands need to put effort into their digital presence. However, many companies struggle to decide whether they want to try to rank organically or appear at the top of the results by using paid search. The best choice is actually to integrate both strategies.
While each search strategy offers its own benefits, used together, brands can see the best return on investment (ROI). Below, we’ve put together some of the factors we would consider when creating our tailored search engine optimization (SEO) and pay-per-click (PPC) methods to provide the most value for your brand and website visitors. You’ll also learn why using a digital marketing agency, like Single Origin, can help you on your journey.
What Makes a Successful SEO Campaign?
Organic search results are unpaid website listings that appear on search engines like Google. Investing in your SEO results in a high search ranking on Google leads to more views, clicks, and eventual revenue. While SEO is more long-tail in nature, the investment into your website is well worth it so you don’t have to pay Google for clicks in perpetuity.
To achieve an organic high ranking, website creators use several SEO strategies. These include:
- Incorporating keywords important to your business
- Strategic and high quality link building
- Providing relevant and optimized content
- Using meta titles and descriptions relevant to your overall strategy
With organic search accounting for more than 50% of web traffic, a well-crafted SEO campaign is a can’t-miss opportunity for any brand. Trying to navigate how SEO to rank organically on your own can be an arduous task due to the time and research involved in implementing and refining techniques.
What Makes a Good PPC Campaign?
PPC ads are the paid search results that appear at the top of search engine results pages (SERPs). Companies that use PPC ads only pay when a web user clicks on their link. Some brands use PPC ads to appear at the top of search results to bypass optimizing their website. The best campaigns use highly relevant keywords and actionable phrases to capture user interest. These ads tend to work well — businesses usually earn $2 for every $1 spent on a PPC ad.
PPC campaigns have numerous benefits. They’re budget-friendly and offer serviceable data, showing the demographics of users who click on your link. This data can then be used to target specific users who have shown an interest in your site. However, PPC ads require money upfront and often require bidding for ad spots that your competitors are also trying to secure.
What Are the Benefits of Using Both SEO and PPC Campaigns?
To get the best results, it’s not a matter of deciding whether you should use organic or paid search. It’s best to use an integrated approach. Below are the key advantages of using a combined search strategy.
Maximizes Your Visibility on Search
One advantage of using a harmonious organic and paid search approach is the increased chance your site will rank highly, especially on highly competitive keywords. PPC ads ensure that your site remains consistently at the top, cutting down the chances that a potential lead visits one of your competitors’ sites.
Makes It Easier To Discover the Most Effective Keywords
Finding and using the most effective keywords can take some time. Having a PPC campaign while building your SEO can fast-track your SEO strategy. When choosing which keywords you want to optimize for, cross-referencing CPCs, number of clicks, and leads generated off of any given keyword helps inform which high intent and conversion friendly keywords should be included in your SEO efforts.
Once you have this information, you can rest assured that the keywords you are using are well worth your time and money.
Targets the Right Market
User intent varies greatly online. Some users want to make a purchase right away, while others need time to decide. An omnichannel marketing strategy targets users in different stages of their journeys.
For instance, to attract users at the top of the funnel, you can create SEO-focused organic content such as blogs and articles that give them useful information. Users will then acknowledge your expertise and become invested in your brand. When your users see your PPC ad, they will become more inclined to go through with a purchase.
Allows You To Leverage Key Data and Insights
Finally, both SEO and PPC ad methods offer invaluable data to assist you with your marketing decisions. Organic SEO methods uncover how long users spend on your site and how often users convert — or go through with an action — with just organic information. PPC ads show your site’s click-through rate (CTR), bounce rate, site impressions, and cost-per-customer acquisition (CAC). Armed with this data, you can make the best marketing decisions that bring you the most value for you and your budget.
Jumpstart Your PPC and SEO Campaigns With Single Origin
The bottom line: Using both SEO and PPC search strategies will bring you the most fruitful results. PPC ads will let you know which keywords are best to use, while SEO methods will provide the best content for your website users. You’ll enjoy higher rankings, improved engagement, and a much nicer ROI. However, executing both strategies does take time and effort and can be difficult to initiate on your own. Plus, you may miss out on search opportunities that can be hard to spot without the proper knowledge.
Reach out to Single Origin to get assistance today.