We all know that SEO can be a longer term investment and PPC can be up and operating in a matter of days. Both digital strategies require research, analytics and weekly, if not daily, management. Both are equally important. However, should companies be focused on one and not the other? Or, cut one program when the other begins to show results? The answer is no! SEO and PPC work better together and there are distinct advantages for continuing both simultaneously.
1. SERP domination and visibility
If you have specific keywords that have moved to position number one or two organically, this doesn’t mean it is time to turn off PPC. PPC still gives you the top two or three listings of page and having more visibility and page domination will ensure more traffic, leads and business. By utilizing SEO and PPC, you are pushing your competitors out of the most coveted spots in the search results page. Moreover, potential customers see companies with multiple listings as being more established and trustworthy.
2. Learn what keywords perform well with PPC, apply them to SEO
Take advantage of the quick-turnaround results in PPC by testing additional keywords to understand which produce more clicks and conversions. Integrate those that are performing well into your title tag strategy. You can also experiment with your meta descriptions depending what ad content is performing well.
3. PPC remarketing campaigns help drive conversions for ALL campaigns
Remarketing campaigns are paid ads that target customers that have visited your website, but did not convert. These campaigns can be set up to target second-time visitors to your website regardless of their original source – PPC campaign, social media, organic listing or even TV ads. These ads show up when someone is again checking out your company and will strengthen your brand identity and awareness which in turn encourages more traffic to your website.