Most companies and marketers start out using search SEO services or pay-per-click (PPC) advertising, viewing them as standalone tools. But, SEO and PPC are more powerful together than separately, which is why an SEO and PPC strategy wins every time.

Don’t forget that companies provide top-of-the-line PPC and SEO services to clients all over the world. So whether you need PPC services in DC or SEO services they can help your business to grow.

Read on to find out why and how SEO and PPC can drive traffic to your business

What is an SEO and PPC strategy?

Before combining these two digital marketing tools, it is important to understand what each one is, as well as their differences. Learn more about SEO services and PPC and how they create a powerful strategy, below:

  • SEO: SEO services involves improving the content of your website so that your web pages’ rank for specific keywords. For example, you can optimize a product page so that thermal slippers rank for the keyword “wireless thermal slippers.”
  • PPC: PPC involves search engine advertising. However, it is not like traditional advertising. Your ad is displayed in response to inquiries from users submitting your targeting keyword. It is a form of personalized and targeted advertising.

What is the main difference between SEO and PPC?

Merging SEO services and PPC is not about the same tools doing the same kind of work. Internal awareness of conversion opportunities increases, which is why these two tools work together to form an unbeatable strategy.

They offer a dual approach that creates a competitive advantage. While each has benefits when used alone, there are several advantages to combining them. Some examples include increased website traffic, click-through rates (CTR), conversion rates, and more.

Pay-per-click (PPC) advertising campaigns provide businesses with fresh, engaging, and innovative ways to engage consumers they might not otherwise be able to attract.

This paid search method requires campaign managers to bid on search phrases called keywords. The keyword with the highest average bid CPC (cost per click) and Quality Score wins the top spot on the Search Network. The Google Display Network offers advertisers the opportunity to show their ads on hundreds of thousands of websites around the world.

SEO services involves optimizing the structure and content of websites and is a long-term and time-consuming method of achieving high organic search results. Although it is not without merit, it is not as dynamic in generating relevant traffic as PPC ad campaigns.

7 Ways SEO & PPC Can Work Together To Drive Traffic

Seven impressive ways by which SEO and PPC strategy can drive traffic are,

 

  • Sharing Keyword to Generate Traffic

 

Enabling site search on your website and analyzing the most frequently used terms can give you useful information about the needs and search habits of your customers. Your business can use those terms in your SEO services and PPC campaigns to drive more relevant and high-quality traffic to your website.

PPC can also evaluate the effectiveness of branded keywords and help you choose whether to test them. Bidding on competing brands or your own can alert you to potential brand issues.

 

  • Increasing Online Visibility

 

The combination of SEO services and PPC also provides better exposure, which can give you a better chance of ranking for specific keywords. Marketers often cut back on PPC efforts once a search term ranks first.

However, it is important to remember that the first two or three results on most search engine results pages (SERPs) are PPC ads. Therefore, backing up your PPC ads with SEO can help you increase site traffic and establish a presence in your market.

Optimizing your landing pages is vital for any internet marketing campaign, but especially for a blended strategy, as your SEO services can inform your PPC campaign with critical information about consumer intent, goals, and desires. 

Use this information to choose or design the landing pages that offer the best user experience. That can help your business reduce bounce rates and increase CTRs, two factors that can affect your organic and paid rankings in search results.

 

  • Take Advantage of Social Media Data

 

With social media in constant flux, targeted advertising opportunities have also grown.

Facebook, LinkedIn, and YouTube allow specifically targeted ads. Using the information from your Facebook user profile, you can show an ad to a specific age group, geographic location, and users interested in what your company sells.

The data you collect from these campaigns can reveal details about your audience that can help refine your overall SEO services and PPC strategy. For example, you may find that a younger age group, versus an older age group, has an interest in your warm slippers.

With that information, your team can refine some of your messages on your website. For example, maybe you update your product images to show a younger age group or tweak your content marketing strategy to highlight the weaknesses of the sneakers for younger users.

 

  • By Improving CRO

 

With this combined SEO services and PPC strategy, you can take what you’ve learned from each and apply it to the other to improve your conversion rate optimization (CRO) efforts.

For example, if a PPC ad generates leads, you can add elements to your content strategy. 

Maybe you’ve developed a series of compelling calls-to-action (CTAs), for example, and are starting to incorporate them into your web pages. You can also use the performance of your PPC ads to improve your:

  • Meta descriptions
  • Web page design
  • And more!

In most cases, CRO can take time, especially when it relies on organic traffic. However, with PPC ads, you can take advantage of your paid traffic to provide immediate information about your website layout and copy.

By adopting PPC and SEO services, you will know what works and what doesn’t. As a cohesive unit, SEO and PPC can share valuable information that gives your team unparalleled insight into your digital marketing strategy.

 

  • By Integrating Ecommerce Feeds

 

Do you work on an e-commerce site?

You can now link product pages to PPC ads, thereby introducing the product, often with reviews, and taking users directly to the product page. This is an effective way to add another layer to existing efforts that have previously only relied on SEO.

It is also a useful technique to encourage users to click on your PPC ads. By showing that your product, like your thermal slippers, is highly rated, you are emphasizing that you offer a high-quality product that satisfies buyers.

 

  • By Providing Innovation 

 

One of the main advantage of relying on an SEO-only digital marketing plan is that it offers innovation. In PPC marketing on Google’s search and display networks, companies can be specific about the type of consumers they want to target.

Ads can be based on a number of characteristics, including but not limited to geography, user profile, and navigation device (desktop, mobile, or tabletop campaigns). Campaign administrators can also target users by age and gender.

SEO services managers can only focus their energies on keywords, hoping to attract the right kind of traffic. With targeting, PPC campaigns attract direct interaction with specific customers. This can lead to more relevant clicks and ultimately conversions.

 

  • By Driving Conversions for New or Less Established Businesses

 

In the SEO world, more established websites with an extensive link network take precedence in search engines. Today’s SEO landscape is difficult for less established businesses to navigate. In PPC, top-of-page ad listings are fair game for everyone, not just the most linked websites.

SEO services the latitude, scope for growth, and refinement that are the cornerstone of PPC marketing. PPC marketing can have several benefits for less established businesses that want to be more aggressive in their marketing agenda.