Pay-Per-Click and Search Engine Optimization: 5 Reasons To Use PPC and SEO Together
Pay-Per-Click (PPC) and Search Engine Optimization (SEO) want the same thing – for your website to be found and clicked.
When used together, SEO and PPC make it much easier for people to find you and encourages them to click your URL in Google search results pages.
What is SEO? SEO is the specialized approach that makes it possible for your website to stand out from the crowd. The right SEO components and strategy help companies rank higher in search engine results pages (SERPs).
What is PPC? PPC is an online advertising strategy in which advertisers pay whenever someone clicks on their ad. The most common type of PPC is the paid search ad. These are the ads you see at the top of Google SERPs.
PPC and SEO use keywords to rank higher in SERPS to capture attention.
5 Reasons To Use PPC and SEO Together
An all-or-nothing approach to PPC or SEO doesn’t work – you need to use both together to get the best possible search results:
1. Share Keyword Data
PPC advertising campaigns use keyword data to inform ad structure, wording, focus, and messaging. SEO uses keyword data to guide website and social media content, so you can create content that gives people what they’re looking for.
When keyword data is shared across PPC and SEO, both strategies become more effective, allowing you to reach people across a much wider search curve. Sharing keyword data in PPC and SEO campaigns also gives you more data to analyze, offering more insights into what resonates and gets people clicking.
2. Enhance Visibility
Ranking in position number one in Google SERPs is not easy. However, the top three spots in Google SERPs are typically given to PPC search ads.
When used strategically, PPC and SEO can ensure a top rank position for the PPC search ad and the organic SEO result directly below the ads. People like familiarity and when they see a URL or company name appearing multiple times at the top of the SERPs they feel confident that this is a trust-worthy and useful search result.
3. Short- and Long-Term Marketing
While your organic SEO strategy is working to build awareness with people and the Google Quality Raters, your PPC strategy gives your brand and message immediate visibility and SERP ranking.
As BrightEdge highlights, there are 3.5 billion searches a day and ranking high in the SERP has tremendous power to drive traffic to your website. As part of their research, BrightEdge tracks what people are clicking, revealing that while 50.1% of clicks are from SEO traffic, 48% of all queries display paid advertisements at the top of the organic search results.
These numbers tell us that “brands that neglect to integrate organic and paid search strategies will lose out on tremendous potential for attracting the attention of prospects.”
4. Higher Google Quality Score
Google uses Quality Score to rank and rate the relevance of your PPC ad copy, keywords, and landing page. A high Google Quality Score helps lower your ad cost and helps your PPC ad rank in the top spot.
Combine PPC and SEO, to improve your Google Quality Score:
· Greater keyword data insight
· Maximize keyword effectiveness
· Test PPC ad copy with organic SEO
· Improve landing page copy
5. Better Content
Both Google and your customers are extremely savvy. They cannot be tricked into clicking or spending time on websites with poor content. PPC and SEO together gives you the data you need to create content that gets clicked, read, remembered, and shared.
The data from PPC search ads tells you what works – the meta descriptions, keywords, landing page content, page title, and more. Use this information to guide your organic SEO strategy and inform the content and structure of your website copy.
Contact me to talk about PPC, SEO, and how we can help improve your search engine ranking.