Search engine optimisation (SEO) and pay-per-click (PPC) advertising are two of the most popular digital marketing techniques used by businesses to increase their online presence and visibility. SEO and PPC are often used in tandem to gain maximum benefit. By understanding how these two techniques work together, businesses can take advantage of their complementary strengths to maximise their online marketing efforts.
What Is SEO?
If you’re not familiar with search engine optimisation, or SEO, here’s a quick primer. Search engine optimisation (SEO) refers to the process of enhancing a website to achieve a higher organic search ranking for specific keywords and phrases.
If a business wants to rank higher in search results for the term “gardening tools,” it could, among other things, improve the quality of its product descriptions, modify its page titles and meta descriptions to include the term, make its site faster so that it loads more quickly, and build relationships with other websites that are also focused on gardening. Of course, you can boost your website’s search engine optimisation in many different ways besides those mentioned above.
What Is PPC?
Pay-per-click (PPC) advertising describes the sponsored results and sidebars on search engines like Yahoo!, Bing, and Google. It gets its name from the fact that the companies placing the adverts only fork over cash when one of their customers clicks on them.
Cost-per-click (CPC) advertising is a low-cost method of expanding a business’s client base. Bidding on particular words or phrases may be more or less expensive. Depending on how much competition there is for a certain keyword, the cost per click could range from pennies to hundreds.
How Do the Combined Efforts of SEO and PPC Improve Your Website?
- SEO and PPC Increases Search Engine Presence
You may already be aware that increasing your website’s SEO improves your chances of appearing on the top page of search results for the keyword or keywords you’ve chosen. More so, if you buy PPC advertisements for that term and bid high enough, your ad will show up near the top of the page whenever someone searches for that phrase.
If you optimise your website and use pay-per-click (PPC) advertising to target people searching for that term, you will increase the likelihood that people will click on your ad.
- PPC May Help You Recover Missed Search Engine Clicks
If your business is currently dominating the organic results page of a search engine for a given phrase, you might think it’s unnecessary to invest in a pay-per-click (PPC) ad for that keyword. What’s the point, after all, of having duplicate content?
One study conducted by Google’s internal research team discovered that when search ads for a term were paused, the organic ranks failed to restore around 89% of the traffic provided by these ads. It implies that even if your site is naturally ranked #1, suspending your PPC ads may have a negative effect on visitors.
Pay-per-click advertising allows you to recoup lost clicks and attention from search engine users. PPC can help you attract visitors from people looking for your products or services, even if you aren’t ranked #1 organically and for very little out-of-pocket investment.
Conclusion
SEO and PPC are two important digital marketing strategies which, when used in tandem, can provide a business with a powerful online presence. SEO works to improve the organic ranking of a website in search engine results pages, while PPC works to get instant results through paid advertisements. Both are important for a business to reach more customers, increase brand awareness and visibility, and generate leads and sales. When used together, they can maximise the reach of a business and help it to achieve its goals.
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