SEO and PPC or SEO or PPC? Check out what is best for you…
The number of businesses going digital is increasing as we speak. Every business wants to have a digital presence. While having a website is the first step in that direction, the next decision you will have to make is related to traffic generation.
There are mainly two ways of generating traffic. One is the good old way called ‘SEO’ and the other is ‘PPC’. SEO is the art of harnessing the power of Google search and develop content related to the search terms. With PPC, you bid for keywords related to your business and then bid for ads in the Google ad network.
While both these techniques are powerful in their own ways, are they different? They are different for sure but does that mean they cannot go hand in hand in?
No, they can surely go hand in hand. In fact, both these techniques can complement each other. I am not saying this out of thin air, below are some benefits of having both these strategies as a part of your overall digital plan.
4 reasons you should run SEO and PPC together
Data-driven keyword research
Anyone who has implemented SEO would understand the importance of targeting the right keywords. The process is simple as shown in the demonstration below.
It all begins with finding low competition keywords. This is where PPC comes in, when you run ad campaigns you will get data about the keywords that drive visitors to your landing page (website). You can use this data as the base for extensive keyword research. Ensure that you target even long tail keywords within your content strategy.
While SEO guarantees organic visibility, wouldn’t it be perfect you ranked even before the organic results? Just have a close look at the image below.
As you can see, even though ‘Spreadshirt.com’ ranks #1 for the keyword‘t-short online’ which has a very high search volume – Google shopping ads results are placed one spot above the organic result.
This is only possible with PPC. Also, sometimes your competitors would bid for your brand keyword and steal the top spot. This is why you must consider having a PPC campaign at least for your brand name to ensure all the top rankings.
SEO may help you get the ads at lower bids
Google Adwords gives a lot of importance for relevancy, which means that the ad and the landing page should be highly relevant. Better the relevancy between these aspects and the keyword, higher chances of winning the ad bid.
If you have already optimized your page for a particular keyword, then you can certainly score high on the relevancy score as stated above. This will increase your overall ad score and puts in the first position.
Enhanced Brand presence
If you are a brand, then you would certainly want to appear as many times as possible on the internet. This is only possible if you have a strong organic presence along with ad campaigns. Being active on one of the channels means you are missing out on the other. In this highly competitive world, you shouldn’t be missing an opportunity to reach out to your audience.
With all the benefits stated above, I am sure you are convinced to have both SEO and PPC strategies included in your main digital plan. Also, there is a huge misconception that PPC campaigns cost a fortune. The fact of the matter is, both of these strategies will cost you money. The spending on PPC campaigns is completely dependent on your budget and can easily be contained within the limit.
This shouldn’t be a reason stopping you from trying PPC for your business. I hope that article helped you in some way, please comment below if you have anything to share.