Businesses face a constant challenge of finding the most effective ways to increase their online visibility, attract potential customers, and drive revenue, with a multitude of different marketing channels that they can use.
Two of the most powerful forms of digital marketing are Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising. While these strategies differ in execution, they can work in tandem to create a synergistic marketing approach.
So what should your business do? Invest in SEO, or put money into PPC spend? In this blog piece, Verde will explore how SEO and PPC work together, and whether businesses should exclusively rely on one channel or harness the power of both.
Understanding SEO and PPC – the basics
- SEO (Search Engine Optimisation): SEO is the process of optimising a website and its content to rank higher in organic search engine results. It involves various on-page and off-page techniques to improve a website’s visibility and authority, thereby attracting organic (unpaid/natural) traffic from search engines such as Google, Bing, and Yahoo. SEO strategies include keyword research, content optimisation, link building, and technical structure of the site.
- PPC (Pay-Per-Click) Advertising: PPC advertising, on the other hand, is a paid advertising model where businesses bid on specific keywords or phrases to display their ads in search engine results or on other online platforms. Advertisers pay a fee each time a user clicks on their ad. The most common form of PPC ads are Google Ads, due to Google’s share of the market. PPC allows for immediate visibility and can target specific audiences based on keywords, demographics, and other criteria.
How do SEO and PPC work together?
- Enhanced Visibility: Combining SEO and PPC efforts increases your chances of appearing on the search engine results page (SERP). With PPC, you can secure a top spot immediately while your SEO efforts gradually improve your organic ranking. This dual presence increases brand visibility and trust.
- Keyword Insights: PPC campaigns provide valuable data on which keywords convert effectively and generate revenue. This information can inform your SEO strategy by helping you focus on high-converting keywords in your content optimisation efforts.
- Testing and Optimisation: PPC allows for A/B testing of ad copy, landing pages, and keywords, which can provide insights that can be applied to your SEO strategy. What works in PPC can often be translated into effective on-page SEO changes.
- Seasonal and Short-Term Campaigns: PPC is excellent for short-term promotions or seasonal campaigns where immediate results are crucial. Once the campaign is over, you can allocate resources back to long-term SEO strategies.
- Competitive Insights: Analysing your competitors’ PPC ads can reveal valuable information about their target keywords and messaging. This knowledge can guide your SEO strategy to outrank them organically.
- Efficiency in Spend: When performing well organically, for example, then spend for that specific keyword or keyword group can be utilised on other keywords where performance isn’t as strong, and vice versa.
Should you be using both SEO and PPC?
While the combination of SEO and PPC can be a powerful marketing strategy, it’s essential to consider your business goals, budget, and resources before deciding whether to use both channels or focus on one exclusively.
- Budget Considerations: PPC advertising can be expensive, especially for highly competitive keywords. Smaller businesses with limited budgets may find it challenging to sustain PPC campaigns over the long term. In such cases, prioritising SEO efforts is a cost-effective alternative.~
- Business Goals: Consider your business objectives. Are you looking for immediate results and conversions, or are you willing to invest in a long-term strategy for sustainable growth? Combining SEO and PPC is ideal for businesses aiming for a balanced approach.
- Industry Competition: In highly competitive industries, it’s often beneficial to use both channels. SEO can help establish your authority over time, while PPC can provide immediate visibility.
- Resource Availability: Managing both SEO and PPC campaigns requires time and expertise. Evaluate your in-house capabilities and consider outsourcing if necessary.
There is no one-size-fits-all approach when looking at whether you should be conducting SEO or PPC as part of your website’s marketing efforts, or both combined.
SEO and PPC are both valuable channels, and their effectiveness can most definitely be amplified as well as increase efficiencies when used together. Businesses should carefully assess their objectives, budgets, and resources to determine whether to focus on one channel or harness the power of both.
Ultimately, a well-balanced strategy that leverages the strengths of both SEO and PPC can yield the best results, driving traffic, increasing conversions, and ultimately contributing to business success in the online landscape.
If you want to understand more on how you can best undertake SEO and PPC for your business, then please get in touch with [email protected].
