Search engine optimisation & pay-per-click advertising are two of the most common methods for driving traffic onto your website. While they may seem like opposing strategies, they can actually work together to maximise your online presence and increase your brand’s visibility. In this post, we’ll explore how SEO and PPC work together to improve your online marketing efforts.
First, let’s start with a brief overview of SEO and PPC. SEO is the process of optimising your website and content to rank higher in search engine results pages for chosen keywords / search terms. This is all achieved by completing a combination of on page and off page optimisation techniques, such as keyword research, content creation, referring websites / backlink building, and many more. PPC, on the other hand, is a form of online advertising where you pay for each click on your ads that appear on search engine results pages or other websites.
One of the main benefits of running both an SEO and PPC campaign simultaneously is that they complement each other. SEO is a long-term strategy that takes time to yield results, while PPC can drive immediate traffic to your website. PPC can help you identify which keywords and ad copy are driving the most traffic and conversions, which you can then use to inform your SEO strategy. Additionally, PPC can help you target specific keywords or phrases that are difficult to rank for organically, allowing you to capture valuable traffic that you may have otherwise missed.
Another way that SEO and PPC work together is through increased visibility on search engine results pages. When your website appears in both the organic and paid results for a specific keyword, it can increase the likelihood that a user will click through to your website. In fact, a study by Google found that having both organic and paid listings can increase click-through rates by up to 50%.
Furthermore, the data from your PPC campaigns can help you improve your overall online marketing strategy. By analyzing the performance of your PPC ads, you can identify which landing pages are converting the most users, which ad copy is resonating with your target audience, and which keywords are driving the most traffic. This information can then be used to optimize your website’s content and SEO strategy, leading to increased organic traffic and conversions over time.
In conclusion, SEO and PPC are not mutually exclusive strategies, but rather complementary ones that can work together to improve your online marketing efforts. By using both SEO and PPC, you can increase your online visibility, capture valuable traffic, and improve your overall marketing strategy. If you’re looking to improve your website’s online presence, consider investing in both SEO and PPC to get the best possible results.