How SEO and PPC interact:
While SEO and PPC have many differences, both can be very beneficial when used together.
Getting greater target audience insights
PPC can provide valuable data about your target audience. Google automatically collects data about the people who click on your ads once they are live. This includes their age, gender and job role.
These data can be used to help you refine your next projects in ongoing SEO. If you’re a business coach, and see that insurance companies are clicking on your ads for help, you might consider creating a piece of content, or a page about ‘Business Coaching for the Insurance Industry. This will allow you to keep bringing in leads via your PPC efforts and also help you attract those leads organically – it’s a win/win situation that you begin to dominate the SERP.
Brand awareness has increased
Combining both can increase brand awareness. One example is that someone may be doing some research on your industry and then visit your landing page via an ad to get a sense of what you offer and who you really are. They might get distracted and leave the website.
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If they search again for your product, or if they really need it, they will be able to recall your name and click on the organic listing. You could also use Google remarketing search ads to ensure you appear for both organic or paid ads.
You can test what works and use it in your SEO efforts
You can also try out new keywords to help your SEO. You can choose a keyword or phrase you believe you could rank well for and include it in your PPC ads. This is an indication that you should include the keyword in your content if you are seeing great results.
To see which elements of your landing page are working, you can review statistics like bounce rates and time spent on site. This will help you avoid making the same mistakes in other content on the site.
Does PPC affect SEO?
Although it’s not directly possible, the insights can be used to improve your SEO. While it can be part your overall SEO strategy, it is not necessary, particularly if your budget is limited.
What are the pros and disadvantages of SEO and PPC:
SEO: The Pros
- Increase traffic, leads, and brand awareness
- It is often less expensive than PPC.
- Visitors who visit your site are more likely to trust you because search engines suggest that you are the best match for their query. Rather than paying to get there,
- Google My Business and other local listings can help you attract local traffic to the site.
- People will search your site to find information and guide you, which can make you an authority figure within your industry.
- A great piece of content can bring in leads consistently – this is what we have seen with some of the top performing pages for our clients.
SEO Cons
- SEO is more time-consuming than other marketing strategies. Therefore, it takes longer for SEO to show results.
- SEO is a competitive industry that requires a lot of resources. To generate short-term results, you may also need to use PPC.
- SEO is not a sure thing. The algorithms are constantly changing.
- There are many factors that can cause a sudden drop in ranking, including competitor activity, the toxicity and algorithms of sites linking to you, etc.
- Organic results are not as high on the SERP.
Pros – PPC
- Generates almost instant results
- The return on investment is quite clear
- This can be used to feed your SEO strategy and provide insights that are harder to find via SEO.
- You will be at the top of the SERP in no time, as opposed to months or years of work with SEO
- People who are looking to buy NOW are those at the bottom of sales funnel
- To make sure that you don’t spend too much, you can set a daily maximum budget.
Cons of PPC
- If your competitors start to notice you, you might be in a bidding battle where the price per click keeps rising.
- People don’t trust advertisements as much as they know that businesses pay to get there. 97% of clicks go to organic results.
- It’s easy to burn through money quickly if you don’t do it correctly. We’ve spoken with many business owners and marketers who have spent so much without a return on their investment.
- Click fraud is a scam that involves people clicking on your ads in order to spend your money.
- For those new to PPC, the data can be difficult to understand.
Which is the best overall?
We are sorry to repeat the SEO cliché, but it really depends.
PPC is a great option if you need quick results and are able to optimize a campaign the best way possible.This could be a better option if you are looking to invest time in SEO strategies that will bring in consistent organic results.
We believe that a mixture of both is a good combination because of the insight you can gain. We review PPC campaigns on a regular basis for our clients to determine what’s working. Then we implement this information into their content.Get in touch today if you are looking for great results to take your business to new heights. Our clients receive video reports every month that show real growth and return on investment.