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By Ruchi Pardal
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27 Jun, 2024
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~ 9 minutes to read
27 Jun, 2024
~ 9 minutes to read
The Google search results page’s top five listings usually attract 67.60% of all clicks in response to desktop search queries.
Pay-per-click (PPC) advertising and Search Engine Optimization (SEO) are two dominant forces in this field.
Even though they appear to be distinct entities. What if I tell you that these two effective technologies could collaborate to increase growth, sales, and traffic?
You can hire an SEO service provider to leverage them together.
Let’s look at how SEO and PPC strategies work together and affect each other.
Here we go!
SEO is a collection of techniques intended to enhance the look, feel, and utility of various content in natural search results.
Technical and content strategies are all part of SEO, which aims to meet the requirements of search engine algorithms.
Creating excellent content, optimizing it around particular keywords, and constructing backlinks are common SEO chores.
In other words,
Enhancing a website’s position in the organic (free) portion of search results is the main goal of SEO.
Pay-per-click, or PPC, is a digital advertising model in which an advertiser is charged a fee each time one of their ads is clicked.
In essence, you are purchasing targeted traffic to your website (or landing page, or application). The cost is low when PPC is operating well because the click is worth more than you paid for it.
PPC advertisements can be displayed everywhere, such as:
For example, if a $3 click generates a $300 sale, you have profited handsomely.
Clients frequently have queries about SEO (search engine optimization) results and PPC (pay-per-click) advertising.
Although it’s a terrific question, there isn’t an easy solution. So, take advantage of SEO services in the USA.
The short answer is that PPC does not directly impact search engine rankings.
Google has the following to say about the matter:
“Google’s first responsibility is to provide users with the most relevant search results. If businesses could use paid SEO methods for higher rankings in search results, users wouldn’t be getting the information they’re looking for.”
That being said, there are ways in which you can combine PPC and SEO to improve your overall marketing strategies.
PPC advertisements offer various advantages that may indirectly impact your website’s performance, even though they don’t provide any SEO advantages.
To learn more, continue reading!
If these two channels are operational, numerous factors will improve your website and business. Below are a few examples of how SEO and PPC can complement one another.
A combination of paid advertisements and organic results make up SERPs (search engine results pages). When PPC and SEO collaborate, increased real estate on search engine results pages might be yours.
As a result, your brand will get more clicks and conversions, hindering competitors’ ability to attract attention.
According to estimates, up to 6% of clicks on the search results page go to sponsored advertisements. 30% of local queries come from organic search results, with the remaining 40% coming from listings on the “Map Pack.”
Keyword-focused webpages that focus on non-local, informative content instead of commerce or video content perform significantly better and garner the majority of clicks.
A lot of data is needed for both PPC and SEO to perform the necessary A/B testing and optimizations.
PPC is an excellent platform for rapidly assessing keywords and observing their effectiveness with your target market in ad text. Similarly, you can confidently launch new paid efforts with the help of your SEO data.
You can learn more about your customers’ search behaviour and purpose when PPC and SEO are combined. PPC advertisements offer insightful keyword data that can guide your SEO plan.
It should be mentioned that to avoid problems and obtain the greatest results; many small business owners outsource Google Ads to a knowledgeable PPC advertising firm.
A reputable SEO service provider in the USA can examine search trends and user behaviour to find keywords with high intent. Consider this: a search for “running shoe guide” indicates knowledge seeking, whereas a search for “buy running shoes online” indicates a desire to make a purchase.
The perfect term is popular (high search volume) and attainable (low competition). An SEO service provider can help you find these keywords so you can concentrate on organic traffic while using PPC to target highly competitive terms.
You would have expected that PPC would be unnecessary since your site currently ranks highly for the same phrase in organic search results.
Why pay to appear twice on the page, after all? However, it’s not that easy.
According to a recent study by Google, 89% (!!!) of the traffic that AdWords generated for a specific term was not replaced by the same organic rankings.
You can recoup clicks you might have missed or couldn’t meet naturally by combining PPC with SEO.
While both SEO and PPC want to offer you the same advantages (refer to the previous section), their methods differ.
Maintaining your PPC campaign focused on the precise terms you rank for in search engine optimization can guarantee that people looking for your brand are finding you, which could lead to otherwise lost business.
Remarketing is a great way to maximize your PPC efforts and support your SEO implementation. It is a popular form of advertising that lets you target users who have already interacted with your products, website, or app.
Perhaps they needed more information, became sidetracked, or were unsure about a product. This is when the magic of PPC remarketing kicks in.
Remarketing uses user data in the following ways to entice interested visitors:
Instead of having one user data source, you have two using PPC and SEO. Improving your comprehension of your customer base.
As a result, you can make more informed marketing choices that help you accomplish your objectives and build strong user relationships.
More data = Better decision
For instance, as keywords are the foundation of both PPC and SEO, having two data pools offers double the knowledge. Not only can you compare the results, but one result can also influence the other (more on that in a moment).
You can modify your ad wording or content strategy based on which SEO and PPC keywords have the highest conversion rates.
Consider a situation
Think of a hiking shoe company. For the terms “rugged hiking shoes” and “durable hiking shoes,” the business optimized its pillar page. However, it’s not showing up in my search for them. However, according to its PPC analytics, focusing on “waterproof hiking shoes” generated a sizable amount of online traffic.
It would make sense to develop fresh content centred around the term “waterproof hiking shoes” in light of the PPC success of that phrase to increase the likelihood of drawing in and converting more users.
SEO and PPC are not rivals; they are powerful allies in the online marketing game. You can develop a dynamic marketing campaign that increases traffic, enhances conversions, and ultimately helps accomplish your business objectives. It helps to recognize their strengths and implement the above-mentioned strategies.
Also Read: E-commerce PPC Audit: The Complete Checklist
Collaborate with an established SEO service provider in the United States that can evaluate your website, carry out exhaustive keyword research, and create a well-rounded SEO plan. Then, to ensure that both organic and sponsored efforts focus on the same keywords and user intent, this strategy should be seamlessly integrated with your PPC campaigns.
A team overseeing your PPC campaigns and SEO service provider should collaborate and communicate clearly. To find areas for optimization and exchange data and insights frequently.
With PPC, you can test new landing pages and keywords before incorporating them into a long-term SEO plan. Your organic SEO efforts can yield better results if you utilize the useful data this offers on user behaviour and conversion rates.
The ultimate goal of both SEO and PPC is the same: increasing targeted website traffic and accomplishing your business goals.
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