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SEO and PPC Strategies

SEO and PPC Strategies

Use SEO and PPC Strategies Together for Business Success

If you’re dependent on website marketing to sell your product, maybe you’re wondering whether to choose SEO or PPC to best achieve your business goals? The Imagefix team recommends clients stop thinking of it as an either/or choice and, instead, combine SEO and PPC strategies in order maximise the online visibility of your business.

SEO and PPC are two different ways to use the Google Search Engine to power your online marketing strategy. Search Engine Optimisation does it through building site authority to achieve greater online visibility. Pay-per-click advertising (PPC) uses targeted adverts that appear to shoppers looking for your product or service.

SEO and PPC strategies are different, but they have similar aims. And, when used together, they work efficiently to drive greater success for your website marketing strategy. In this article, the Imagefix team looks at how SEO and PPC work separately, and then as a combined strategy, to maximise your results.


What Does SEO Do

What Does SEO Do?

SEO is a long-term strategy for achieving an improved ranking in the major online search engines, such as Google. The techniques used to make your website ‘search engine friendly’ include technical optimisation, keyword research and integration, link building and content creation.

The aim of all businesses working with SEO is to achieve a Page One ranking on Google. The strategy is organic, which means it can take 3-9 months, dependent on the sector, for your site to gain authority and start to rank well. Once this process gains momentum, though, the changes are significant and long-lasting.

What Does PPC Do?

PPC uses online ads which are paid for each time someone clicks on them. These ads take prime position at the top of the search engine listing pages, and they’re powered by smart technology. This means that your ad will only appear to shoppers who are actively searching for products like yours.

The results of a PPC campaign are fast; traffic is driven to your website almost immediately. Once the campaign ends, though, the surge in visibility, conversions and awareness will cease as quickly as it started. PPC is a short-term strategy and is usually utilised for website promotions or new product launches.

What Does PPC Do?

How do Combined SEO and PPC Strategies Work?

Despite the differences between SEO and PPC, there are two key ways in which their aims are similar. Both strategies:

  1. Drive Traffic to Your Website. Both use the search engines to increase the number of people visiting your website.
  2. Use Keywords for Growth. Keywords are the phrases or vocabulary used by online searchers to locate your products or services. PPC uses high-volume keywords to target ads at the right shoppers, whilst SEO uses keyword enriched web content to make websites more likely to turn up in appropriate search results.

 

The two strategies actually support each other whilst attempting to achieve their shared goals. As a result, they arrive at a greater success rate than if each strategy was used separately.

Here are the ways in which SEO and PPC strategies work symbiotically:

One of the reasons that SEO takes time to build momentum, is the fact that the correct keywords for your product need to be researched and utilised. As you begin to see which keywords work best, you are building an inventory of effective keywords for use in your PPC ads.

PPC ads start generating detailed customer data immediately, so SEO campaigns can clearly see which keywords attract the most traffic and integrate these into their website content as part of the ongoing optimisation process.

If your website is already ranking for a keyword in the top 3 SEO results on Google, you may be thinking ‘Job Done!’. The Imagefix team would, however, still urge a PPC presence on the page. Why? Because shoppers scan the adverts first, then look down to the rest of the results. When they see a business appearing for the second time on Page One, the brand value goes up, and a click through is more likely.

Certain types of businesses providing services in a local area can also take advantage of Google’s ‘Local Services Ads‘. This is an ad placed at the top of the search results that appears when someone searches for your services, showcasing your business and a custom page with your details. This is an excellent alternative to traditional PPC for businesses such as plumbers, electricians and other general contractors.

Even a page one ranking SEO ranking will benefit from PPC, as shoppers click through more readily to repeat listings.

When a PPC campaign comes to an end, the brand awareness that it has built is in danger of fading away quickly. An organic presence in the search engine can, however, serve to maintain your brand’s presence for shoppers.

Someone who has clicked through to your site via PPC may not have completed a sale, but this initial encounter will have raised their awareness of your brand. When searching again, they are therefore primed to remember that initial encounter and, as a consequence, are more likely to engage with organic listings.

Using SEO and PPC strategies helps to maintain and capitalise on PPC generated brand awareness after the campaign is over.


Want a Website That’s Working For You 24/7?

SEO and PPC work together to turn your website into an efficient marketing tool for your business. That’s why, here at Imagefix, our SEO specialists work alongside PPC experts to ensure that we extract every benefit from having the two approaches working symbiotically. Our clients are seeing huge benefits from this approach, with more traffic to their websites and a higher ranking on Google.


Would you like to talk to a member of our team about using SEO and PPC strategies to increase your online visibility? Give us a call today on 01525 715608.