How SEO and PPC strategies can work together to achieve business goals


You’ve probably heard of search engine optimization and pay-per-click advertising if you’re building an online presence. No doubt both strategies are valuable. But if you haven’t used them to their full potential, you could be sacrificing leads, profits, and better ranking on search engine results pages.

If you’ve been using the tools separately, it’s time to rethink your organization’s marketing strategies. This is because using both SEO and PPC can give your website a significant boost.

Search engine optimization helps drive high-quality traffic to a website. The traffic is organic and as such you don’t have to pay for it. When used correctly, visitors who find your site will be interested in your product.

Keep in mind that working on SEO contributes to a higher position in search results for relevant keywords. This in turn creates a favorable first impression on consumers. Optimizing your website for search engines means ensuring that it is understood by search engine crawlers.

Grab the attention of your potential customers with Google Ads! Pay-per-click advertising allows you to invest in promoting your business by paying each time someone clicks on your ad. With Google Ads, your ads and promotions will get exposure on the Google network and at the top of search engine results pages (SERPs) for maximum visibility. Make sure you take advantage of this opportunity!

While PPC costs money, it does have some advantages, including not being affected by search engine algorithm changes. You also get decent control over your PPC ads, allowing you to determine who sees your ads.

How SEO and PPC strategies work together

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are two effective digital marketing strategies. When implemented together, they can form a powerful combination that helps you achieve your business goals.

By optimizing your website for organic search, you can increase the visibility of your content to those searching for keywords related to your industry or product. With PPC, you have the ability to target specific audiences, amplify your brand message, and drive conversions with concise and strategic messaging.

By combining these two strategies, you can develop a cohesive marketing plan that reaches your desired audience and encourages them to take action. Plus, both strategies are trackable and measurable, so you can make more informed decisions about how to improve your results. By using SEO and PPC together, you can ensure you reach a wider audience and maximize your ROI.

Now let’s talk about how SEO and PPC strategies work together to drive business goals.

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  1. Generate brand awareness

Soon, before your SEO efforts have a chance to kick off, PPC will help get your brand out there. Since ads appear at the top of the SERPs, users tend to see them first.

With PPC ads, organizations can decide which page the ad sends their visitors to. Therefore, you need to make sure you take advantage of this opportunity, by driving traffic to the landing pages you’ve designed to convert.

Sometimes conversions don’t happen immediately. But if you make a good impression, visitors will definitely remember your brand later. Retargeting strategies can also help organizations keep their businesses at the top of their customers’ minds.

  1. Save Money

Paying close attention to page ranking allows you to tweak your SEO and PPC campaigns. This makes it easy for companies to cut their advertising budget.

For example, if you rank in the number one organization, you may be able to reduce your PPC spend for that keyword. Especially if there isn’t much paid competition.

Meanwhile, for paid searches where your ranking falls below what you want, you can direct SEO efforts towards content creation. This content is what will give you an organic boost without you having to spend more money extending your campaign.

Once you’ve made progress with organic traffic, you may want to think about pausing related pay-per-click ads. But you may not want to do this unless it is very necessary.

A report from Google shows that organic search doesn’t replace all the pay-per-click traffic lost by the removal of your ads. However, the best move for a company to make will depend on its budget and competition.

  1. Keyword symbiosis

Both SEO and pay-per-click heavily depend on keyword optimization to stand out for related searches. For businesses to stand out in the SERPs for relevant queries, they need to target the right keywords.

It’s possible that you’ve been optimizing your site for search for a while now. If so, you already have keyword data that can help inform your pay-per-click campaigns in producing better results.

But if you’re new to SEO, measuring the effectiveness of your efforts can be a challenge. This is considering that the results take time to show.

But because pay-per-click campaigns generate instant results, advertisers can pick keywords that have proven to be profitable. This information can then be passed on to SEO teams to optimize pages for increased visibility and traffic.

  1. Increase SERP exposure

SEO efforts can get an organization’s website into the top search page results. If so, you might think you don’t need to worry about ads for the keywords your content ranks for.

You must, however, note that it’s not just about getting to the top of the results that matter. By merging top search listings and a Google Ad, organizations can double their chances of securing a searcher click. They can also create a sense of authority for their business.

This also helps organizations in case they are in a situation where they need to control damages. With your visibility on the SERP maximized, it becomes easy to target search results and ads for a particular keyword. This allows you to manage the narrative around those terms and send visitors to an appropriate landing page.

Final takeaway

Search engine optimization and pay-per-click are important components of marketing strategies. Combining and using them can seem like a double effort. But it’s a step that can help you see faster progress toward your business goals.

Using SEO and PPC in tandem is an effective way to increase your reach and engage customers on multiple levels. With the right strategies, you can maximize your online presence, create more exposure for your website and products, reach qualified leads, and develop targeted campaigns to move prospects down the buyer’s journey.

By combining the power of SEO with the versatility of PPC, you can achieve more conversions and build lasting customer relationships.

Jeena Alfredo is a passionate digital marketer at The Business Goals. She is working with other companies to help them manage their relationship with The Business Goals for publications.

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