Our Guide to Making PPC & SEO Work Together

Search engine optimization (SEO) and pay-per-click (PPC) marketing are two heavily intertwined marketing tactics that perfectly complement one another. They are parts of an overall digital marketing strategy that, when combined with several other key components, allow your business to effectively improve brand awareness and drive sales.

In this article, we’ll talk about what makes SEO and PPC work so seamlessly together. There are four strong reasons, and we’ll be going over each one in the following sections.

You can gain more visibility on the SERPs

If your SEO practices enable you to rank high organically and you target the same keywords with your PPC campaign, you can ensure that you’ll get more screen space in SERPs. This means that users will be able to see more information about your business in the top portions of SERPs, giving you more chances to attract their attention and click through to your site.

Additionally, SEO and PPC combined can help your brand develop a reputation for being the authority in whatever field it’s in, increasing the likelihood that consumers will choose your brand over that of your competitors.

You can use one to inform the other

Since PPC is able to deliver the near-instantaneous results that SEO often cannot, you can use what you learn about the market from your paid campaigns to establish a viable SEO strategy and adjust it as you go. PPC tools today are extremely powerful and informative, they can give you key insights into your target demographic. They can provide actionable metrics to fix inefficiencies in your marketing tactics and spot opportunities in the market.

You can get a second shot at converting

It’s not uncommon for users of your website to take multiple visits before finally converting to a customer or subscriber—and one of the most effective ways to ensure that happens is through PPC ads that are specifically tailored to them. In other words, if your content was not enough to convince them initially—or perhaps they just wanted some time to consider all their options—PPC ads that are targeted at their needs can provide the final push necessary for them to convert.

Similarly, SEO tactics can also provide a chance to retarget customers. By definition, PPC ads are not organic ways of reaching your customers—and this might be off-putting to some people. These people might have ignored your PPC ads when they first saw them, but then changed their mind when they saw that you had quality content to provide on the topic.

You can use both to maintain continuing awareness

PPC tactics are very well suited to limited-time promotions and events, while SEO shines when it comes to long-term strategies. This means that you can cover both your short- and long-term marketing goals without spreading your resources too thin. Take advantage of the fast-paced nature of PPC tactics to boost current activities, and then disable them when they’re not essential. At the same time, allot resources to your SEO campaign so that your content naturally flourishes over time.

Wrapping up

As you can see, using PPC and SEO together is incredibly advantageous, and the two opposing concepts work perfectly to support the other. Where one strategy is lacking, the other is extremely effective at—so make sure that you utilize both in your digital marketing practices.

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