When you think of SEO, you probably think of organic search strategies or methods applied to increase your visibility in search engine results pages (SERPs). Pay-per-click (PPC), on the other hand, is when you pay for that visibility. If you think of the difference between PPC vs. SEO, you may be lost. If you think of PPC and SEO as two segments of the related marketing campaign, you can organize your efforts and reproduce your returns with a cohesive marketing strategy.
Digital marketing is an umbrella term for both PPC and SEO strategies to develop your brand visibility on the web. Balancing both is the key to short and long-term success in search marketing. The bottom line is that both PPC and SEO ultimately aim to convert visitors (through both click-through rate and conversion rate) and convert your audience into paying customers. The term includes both PPC and SEO strategies to improve your online visibility. Below are the reasons why:
If your landing page doesn’t match the ads you’re running, the customers will likely look the other way instead of transferring their hard-earned money to your company. PPC keywords should have high search volume but low competition for the ideal match. Of course, this isn’t always possible.
It’s hard to beat the competition in search marketing, especially when your competitors have had an outstanding online presence for decades. It can be done, but it will take some time. Price is only one of the components that come into play, but it’s one of the most important. Search engine optimization is a long-term strategy that must be maintained with ongoing work. PPC can be implemented as a short-term solution to gain visibility on the first page of SERPs until you’ve had a chance to ramp up your online search engine optimization efforts. But PPC isn’t just a short-term benefit. Many companies that use PPC for several years make huge profits. In case you could spend $500 per month to get a guaranteed winning of $5,000, how can you do it.
These strategies also have benefits in the short and long term. Many companies opt for a multi-channel plan and focus their efforts on SEO and PPC to ensure the profitability of their website over time. Things like duplicate traffic, social mentions, positive online reviews, and social followers are still important factors for Google in determining which websites are most valuable.
The best approach is to consider PPC and SEO as a complete campaign that has two distinct paths. If you keep both methods in mind when preparing your program, you’ll be more likely to consider how each will emphasize the other when actual traffic visits or clicks on your ads and arrives at your landing pages.