The best way to know how SEO and PPC can work together is by first understanding what the two terms are. Search engine optimization is the process by which a website is optimized to rank better on the search engine results page using targeted keywords.
On the other hand, pay-per-click advertising (PPC) refers to the placement of websites on top of search engine results pages as a form of advertising. The term “pay-per-click is because companies placed there only pay for the ads when they’re clicked. However, companies have to bid on the keyword they want to target, which can be quite expensive depending on the demand.
Below are some of the ways SEO and PPC can work together to achieve better results.
Staying on Top of SERPs
As earlier mentioned, optimizing your website with SEO improves your website’s rank on search engine results pages. Likewise, when you purchase PPC ads, you bid for a keyword to appear at the top of the search results when someone searches for that word. If you could incorporate both forms of advertising, your website will dominate the top rank of SERPs.
Increasing Your Conversion Rate
Imagine a scenario where your SEO efforts yield good results and your website appears on top of the SERPs all the time. A customer clicks your website and goes ahead to purchase something they liked. However, they become reluctant to make a purchase and leave your website.
PPC comes in handy to remarket your website to such customers while surfing other websites on the internet. All you have to do is purchase PPC ads, and Google will advertise your products on the website such a customer is likely to visit. This will remind your leads about your products, and this time they can go and complete the purchase.
Assessing the Viability of a Keyword
You can use PPC to test the viability of a keyword for SEO. SEO takes a lot of time and effort before you see tangible results. Before targeting a keyword, you can use PPC to see if the keyword is worthwhile, judging by the number of traffic it brings to your website. If the PPC campaign is successful, you can go ahead and use the same keyword in your SEO.
Without a doubt, SEO and PPC complement each other perfectly to offer quality results. It’s quite evident that both channels are an integral part of the marketing mix and contribute a lot to a successful marketing campaign.