Let’s Start with The Obvious:SEO stands for Search Engine Optimizations or known as Organic Results and PPC stands for Pay Per Click (clearly Paid Advertising). There feel better? Okay lets get started. If you have ever worked for a digital agency the question always seems to come up from time to time. "Do I Really Need SEO and PPC?” And simply put, yes you do if you want to have a successful marketing campaign on all fronts. When both departments collaborate efforts from each respected channel, you really can get that needle moving in the right direction. Here are 5 simple reasons why you need both.
Leverage PPC Search Terms For SEO Rankings:
Flash back to 2013 when Google removed keyword research data from Google Analytics, clearly they did that since that would not be in their best interest to keep that data present since that is the ultimate goal to figure out SEO wise. This has resulted in an increase in the good ole “(not provided)” response. When using PPC to pick up the slack you are able to use this data to make more sophisticated decisions for on-page optimizations. Over time the click and impression data will deliver meaningful characteristics and behavior on your target consumer. Relying solely on search volume or competition will not give you the insight you need to be successful. Using the power of Paid Advertising can pay dividends for your SEO Efforts.
Use High Performing Long Tail Keywords From SEO For PPC:
Over time sites will soon start to rank for many different variations outside of what you’d expect. Google actually helps you out here a bit in generating different variation with its auto fill feature. Finding these rare gems of long tailed keywords (LTK) in due time will help generate more qualified traffic to your site which will lead to more sales in theory. That is why you must do some deep diving into the data to find different angles to corner potential customers by targeting these high traffic LTK and also potentially targeting areas your competitors aren’t pursuing either. Win Win on two different battles.
Use Sitelinks to Promote New Content For SEO:
In today’s world is there are articles after articles on similar or even better the same exact topic no matter what industry you want to explore. This makes it difficult to get viewers to your content. You can ideally promote a new page of content or white paper on our site but using one of the many Ad extension features within AdWords. Paying for exposure can be very expensive depending on what route you take. Setting aside a small budget or even using your current Paid Search campaigns to push your new content or articles can go a long ways with quick results without paying the big bucks. Also having the correct content lining up with your Ad Copy will provide better changes in gaining a conversion from that user at the end of the day.
Get Hard Earned Visitors From All Channels Back To Your Site:
Let’s be honest; most of us do our research before we purchase an item on a site within the very first interaction that we found while searching through Google’s organic results. Case in point, have you ever searched for a pair of shoes and ultimately did not purchase them, but you start to notice they are now following on other sites as paid advertisement? This is called remarketing in the paid search world. It is a way to bring back those who have bounced from your site at any given time by re-engaging with a display and/or text ad featuring your brand/product during a set time period of time if properly set up correctly. The idea is to bring these users back to your site since they have already been there at least once with resulting in a purchase or form fill out. Capturing these users the second time is much cheaper than the first time around depending on what channel they came through. Another reason why you should consider this is even if they do not end up clicking on that ad it does not cost you to show up in front of them and still present your brand authority.
Use SEO to Offset the Cost of Expensive PPC Search Terms:
In certain industries such as Medical and Insurance, targeting specific search terms could cost you arm and leg per click. If you come across this you’re respected industry, it would be smart to have your SEO team aware of this so that they can ultimately place more emphasis on those terms since they are qualified and very expensive to capture on AdWords. Getting your site to rank for these terms organically long term is the goal since it will free up budget for the PPC team to reevaluate and redistribute budget in a correct manor unless you are rolling in the doe and like to be the big spender.
I could go on and on with how these two separate beasts go hand and hand. Hopefully this information has given you a good understanding as to why I believe these are some top reasons to consider pursuing both SEO and PPC. In closing remember SEO + PPC are better together. Be there for your customers on both ends. At the end of the day you must have the best interest for your client and using both channels only allows you to deliver those meaningful results. If you would like to find out how your current marketing efforts are doing for you, please feel free in requesting a Free Website Analysis.
November 15, 2016