According to a Statista report, almost 30% of the global web traffic is generated through online search usage. This clearly highlights the critical role that search engines like Google play in directing users to websites. Ranking well in SERPs (Search Engine Ranking Pages) thus becomes one of the most effective ways to grow in the digital world.
While SEO focuses on improving your ranking in organic search results for targeted keywords, PPC is a paid marketing strategy that provides you with the opportunity to present your ads when users search for related content on search engines.
Ultimately, both SEO and PPC help brands improve their rankings in SERPs. If both of these digital strategies help you rank better, shouldn’t brands and marketers focus on only one? No, experts recommend that you need a combination of SEO and PPC for the best results. Check out some of the reasons why-
1. Improved Presence on Search Engine
As mentioned above, SEO provides you with the opportunity to make your web pages rank higher for the targeted keywords. Your web pages can land on the first page or even conquer the coveted top spot. When you also purchase PPC ads for the same keywords, your ads can appear even above the organic search results.
If you optimize your web pages for a particular keyword and also set a PPC campaign for the same, you get the opportunity to dominate the search results. This could lead to more visibility, more clicks, and most probably, more sales.
2. Find Relevant Keywords
With Google regularly updating its search algorithms, it is only getting more difficult for brands to organically land on the first page of search results. The Google Ads platform can help brands in this regard. For instance, the platform comes with the Keyword Tool, which can be used for creating a list of keywords that are relevant to your business/industry and also receive plenty of traffic.
These keywords can then be integrated into your website to improve its ranking in search results. Similarly, there is an ad tracking tool that enables you to measure how the changes to your ad campaigns and website are impacting conversions. This data can be very valuable for improving your SEO strategy.
3. Using Ad Copies for Improving Content Strategy
Experts opine- things that work for PPC also work for SEO. So, you can use your paid ad campaign to improve your website’s organic ranking and use top organic results for improving your PPC campaign. For instance, you can use the ad copy and headline of your top-performing paid ad in the title tags and meta descriptions of your SEO content.
Similarly, the copy of top-ranking organic web pages can be used in your paid ad to make it more effective. While this is just one example, there are several ways in which you can use PPC for improving your SEO and vice-versa.
SEO+PPC = Improved Digital Presence
Search for a popular keyword related to your business/industry. There is a high probability that you will see the same brands having top organic rankings and their paid ads placed above the organic results. With most of your competitors making the best use of SEO and PPC, it won’t be wise for you or your brand to only use one of the two for improving your digital presence.
You can work with experienced digital marketers to create a custom SEO and PPC strategy that makes you more competitive and helps improve your online presence.