SEO and PPC: Join Your Strategies

With new brands constantly entering the scene and search engines updating their algorithms daily, keywords are becoming extremely competitive. In an effort to keep up in this chaotic and ever changing environment, many companies are investing their resources in two separate avenues: organic search and paid strategies. Although these channels are often approached separately by many companies, organic and paid give better results when approached holistically. 

PPC and SEO: What are they?

Pay-Per-Click, or PPC, is a specific online advertising model, subset of SEM, in which companies pay search engines each time a user clicks on their ad. When using a search engine, PPC ads appear the top of the page, and they can be easily noted thanks to a boxed "Ad" next to URLs. In order to hold those top page spots brands pay fees to the search engine. When it comes comes to PPC, brands pay in accordance to the amount of times their listing has been clicked.

Search Engine Optimization, or SEO, on the other hand is an organic way of getting a website to rank higher in search engines. SEO falls under the organic search category because it doesn't involve any ad purchase to get higher ranking; but rather, this strategy is based on optimizing web content to include valuable keywords. One of the challenges presented by SEO is the continuous changing of search engines' algorithms which require periodic changes in strategy to keep a high ranking position 

Benefits of a Holistic Strategies 

The merger of PPC and SEO can really help you get prime SERP positioning, optimize your messaging, drive more traffic, and retarget people that visited your website but haven't purchased. Here are some benefits of adopting a holistic strategy:

Optimize your click-through rate

Having two search engine strategies, PPC and SEO, running simultaneously, you are looking to maximize the exposure of your brand. Increasing your reach will hep you drive more people to your ads and optimize your click-through rate. Your click-through rate is a key factor in determining your quality score which in turns affect your SERP ranking. Having a strong click-through rate is essential for your brand to maintain a high ranking position in search engines.

Capitalized on information gathered 

Having a cohesive PPC & SEO strategy can also help you capitalize on the flow of information collected from each channel. An effective and well monitored PPC campaign can give you insights on what are the terms and phrases most searched by your prospective users on the web as well as the most effective ad copy. This valuable information can then be used by you to write targeted SEO content that targets what your prospects are looking for.

Retarget people that left you without converting

On average only 2% of visitors convert on their first site visit, the remaining 98% requires more interactions before converting. In order to avoid letting the 98% of your visitors go without further interactions, you can use retargeting campaigns to drive this audience back to your website and avoid that your SEO efforts go to waste. 

Increase Traffic and Brand Awareness Today

Keeping up with the with the continuous search engines changes can be tough. Joining your SEO and PCC efforts will ensure a greater visibility for your brand as well as drive more traffic and conversions. Having this holistic strategy in place will drive more people to your website, then it's up to your content to keep them on for the ride. 

If you have any questions or if you want to share your point of view on this topic, feel free to contact me.