SEO has been an affordable approach for small businesses with minimal budgets and limited resources. As the business world knows, search engine optimization takes time to show results and in the meantime, brands lose seasonal opportunities to attract target customers. Therefore, brands should also integrate Pay-Per-Click (PPC) advertising into their strategy to cope with this situation. This way brands have the opportunity to use SEO to ensure the steady organic growth of their businesses while using PPC advertising sideways to ensure they can grab seasonal and event-based opportunities, too.
SEO and PPC services have allowed brands to manage their budget effectively. Businesses can find the right balance in managing their marketing budget and ensure that they are not relying solely on advertising campaigns.
How SEO and PPC Work Together?
SEO and PPC work perfectly when integrated smartly into a business marketing strategy. But before discussing their blend, let’s learn some basic definitions.
As we know, SEO focuses on boosting a website’s presence in search engine result pages (SERPs). It relates to working on ranking priority pages of websites on search engine results by matching their page’s keywords with search users’ queries. In contrast, PPC is a form of paid advertising that works on ranking website pages as sponsored organic links on search engine results. It also advertises different display ads within Google Display Network and social media platforms.
Now that we have a basic overview of SEO and PPC workings. The real question is how PPC and SEO can work together. Any business can combine SEO strategy with PPC ads. PPC generally works on recapturing visitors’ attention by showing a visit to the brand’s site but doesn’t take the desired action.
SEO Services:
Keyword Research: One of the main services of SEO is generating and gathering SEO-optimized and industrially targeted keywords. SEO professionals use different keyword tools and software to create a list of keywords that have moderate competitiveness, search volume, and intent.
Link Building: Backlinks help businesses secure links on high-quality websites. Businesses with good backlink profiles have more opportunities to rank in the top position of search engine results. Link building has been considered the most challenging job for businesses, as many small businesses struggle to create connections with high-authority websites.
Local SEO: Many businesses search for local customers and find ways to access their neighborhoods. SEO experts have the skills to optimize enterprises’ Google My Business profiles to target high-intent consumers. They also use different tactics to enhance online reputation management, helping businesses rank in location-based search results.
Technical SEO: Most of the time, a business’s SEO and PPC growth are somewhat hindered. It’s due to technical issues on the website. Search engine crawlers cannot index site pages due to crawl errors. Website slug issues also cause problems in finding the right ad-specific landing pages. Technical SEO experts solve all of these problems with regular audits.
PPC Services:
Conversion-Focused Pages Optimization: PPC services include the optimization of ad-specific landing pages. Marketers ensure that landing page content clearly resonates, compliments ad content, and gives the prospect a compelling product snapshot. They include competitive keywords, conversion-focused content, and persuasive call-to-action (CTAs) in landing pages. Many PPC advertising agencies combine SEO and PPC tactics to convince users to take the desired action.
Paid Search Advertising: PPC services include paid search advertising that boosts brand presence on top of search engine results besides having a low backlink profile and authority. PPC strategists determine highly targeted keywords, develop the right PPC bidding strategies, and take account of the generated return on investment (ROI).
Split Testing of Ads: Advertisers create split tests of ads to create exceptional PPC solutions. They create different ad variations to test the ads’ effectiveness and see which variant is performing better for PPC campaigns. This service helps businesses improve their revenue marketing goals by creating different test cases of ads to see which one brings better results.
Remarketing Campaigns: Remarketing mechanisms in PPC optimization have helped businesses to retarget customers based on their previous search interest. They usually complete the unfinished work of SEO practices by recapturing the attention of past visitors with tailored display ads within Google Display Network. This service is a valuable approach to completing the brand’s growth marketing goals.
Combining SEO and PPC to Create Better Impact
Brands can improve their website traffic conversion rates by integrating SEO with PPC. However, SEO and PPC services are effective strategies on their own, and they can generate massive sales and revenue when businesses combine them. SEO works on giving steady, long-form growth to businesses’ digital growth. Meanwhile, PPC allows companies to take advantage of seasonal campaigns and retarget high-intent customers with personalized strategies.
