When it comes to deciding which marketing route to go, many are torn between search engine optimization (SEO) and pay-per-click (PPC). Because one gets you organic results (SEO) and the other is a paid form of advertising, people often find themselves leaning one way over the other, depending on personal preferences. However, recently we have seen a trend of smart digital marketers encouraging their clients to use both. In reality, SEO and PPC complement one another quite well, when used correctly. While it may take a bit longer to see organic results from an SEO-only strategy, when combined with PPC, you will have more insight into which keywords are working, and which simply are not. Using some combination of PPC and SEO is an excellent way to implement a more effective campaign, as it increases your chance of getting the results you want – both organically and otherwise.
Even though SEO and PPC are different in many ways, they both share the same goal of working to get you search results and drive traffic. So, how do these two important forms of digital marketing work together? For starters, PPC can be used to target keywords that have yet to rank organically. While some keywords may take off and bring in results right away, others may not experience the same success. With the help of PPC, you can collect data and gain insight on any number of keywords, which will help you adjust your digital marketing campaign accordingly.
The Difference Between Organic and Paid Search Results
As mentioned, both organic and paid search results are important pieces of any digital marketing strategy. While the general consensus is that organic search results are the more trustworthy of the two, this is not to say there isn’t a place for PPC and AdWords. Many small business owners worry that dumping a ton of money into paid search strategies like PPC is a waste of time and overshadows SEO and organic results, but there is only some truth to this. As any savvy digital marketer will tell you, there is a place for both strategies.
Yes, SEO and PPC are very different animals, but they are both incredibly important to any digital marketing strategy today. Let’s keep in mind that both SEO and PPC were created with the same end result in mind – to drive traffic and increase conversion rates. With that in mind, marketers should focus on using a combination of both SEO and PPC to their advantage.
Studies indicate that organic results are nearly 9 times as likely to be clicked on than paid search results, which is huge. However, PPC results are nearly 2 times more likely to convert click thrus from the specific search. This means that – you guessed it – the perfect recipe is to use equal parts organic, equal parts paid.
How to Use SEO and PPC Together
PPC has many strengths, first and foremost that it is most effective for call-to-action and seasonal campaigns. When using a PPC campaign, you can reach a wide range of people much, much quicker than you can with organic SEO. PPC campaigns typically require a lot of manpower, which is where they can get expensive. However, when used in conjunction with SEO, you can cut your costs and get the results you are looking for from several different sides. Using a strictly SEO campaign won’t get you results overnight, but it will help establish trust with consumers and is better for the long-term. With these points in mind, it is highly recommended that you find a way to use both strategies. To learn more about the benefits of using SEO and PPC together, please contact Tech-Critic, Arlington’s leading digital marketing agency.