It’s an age-old battle, PPC vs SEO. And while you’ll often find marketers loyally fighting their chosen corner to the bitter end, pecking away at their counterparts, we see it as a more blended approach, working swimmingly together. Because whilst it may be simpler to think of SEO and PPC as two completely different strategies – duck and goose – we prefer to look at them as one of the same – two wings, one beak… you get the idea. And despite the two being different in many ways, when combined – well, we find they actually complement one another rather well – after all both wings of this bird are in the same (search) pond.
Ok we’ll give the bird analogies a rest now. But quacking and flapping aside, here’s why we believe that the combined success of PPC and SEO working together, will forever be greater than the sum of their parts.
Trust and Visibility
Perhaps the most obvious reason to team PPC with SEO is the added exposure it provides on search engine results pages (SERPs). We get it, it’s all too tempting to reduce your PPC efforts once you’re ranking highly, but actually that’s not a good way to go. Remember, the top results on SERPs are almost always PPC ads. Ensure visitors see you dominating both paid and organic search results, and not only will you appear more established, but they’ll trust you more as a result. And the numbers speak for themselves.
When it comes to PPC, you only pay for the clicks you get, so naturally well performing SEO will reduce your paid spend, without reducing your exposure. In fact, Search Engine Watch found that each organic position gained resulted in a 9% decrease in PPC costs for the same keyword.
Keyword Data and Strategy
PPC ads allow you to track your keyword analytics, and simultaneously use this data to refine your overall organic and paid strategy. You’re able to use your paid ads to test the conversion rates and effectiveness of the keywords you want to rank organically, and receive immediate feedback and results data to fine tune your strategy accordingly.
Then, by enabling site search on your website, you’re able to analyse which terms are frequently used when people are visiting your site, giving you that all important insight into your customers’ needs, wants and search habits for your PPC approach.
With content, it’s often the case that what works for PPC, will work for SEO too. By dissecting your most successful PPC ads, you’ll have a pretty good idea of how to optimise content for the pages that you want to rank organically – whether that be title tags, meta descriptions or page content. Of course, you can test and optimise organically too without the insights you might get from your AdWords campaigning, but it’s not as immediate as through PPC – testing organically takes time, patience and can often end in missed opportunities as a result.
The Rise of Social
Social paid advertising has allowed for a whole new level of targeting. Facebook for example, which you can read more about here, allows for a level of precision which can help to uncover all sorts of granular details about your target audience. You want to target 25-30-year olds, living in South London with interests in wildlife and pop culture? ‘No worries’, says Facey B. You’re then able to take the granular insights and details uncovered, and work them into your SEO and paid search strategies – maximising the return on your investment.
Improve your Quality Score
When it comes to paid search advertising, your ‘quality score’ is crucial when determining how effectively your ads are placed. You can read more about that here, but in short, quality SEO with relevant content will improve your AdWords quality score when it comes to your site and landing pages, giving you better ad positions for a lower cost per click as a result.
A real advantage to PPC is the ability to include ad extensions with your ad – whether that be your location, call, app link, reviews or even e-commerce feeds, taking the user directly to your product page where they can proceed to make a purchase.
So, there you have it you see – SEO and PPC might be different in their individual approaches, but together are able to offer up the best approach of all.
Need help seamlessly entwining your SEO and PPC strategies? Let’s talk.