Digital marketing

It Takes Two, Baby: Why PPC Without SEO (And Vice Versa) Is A Waste Of Opportunity

For too long have business owners and marketers been arguing over which is the better digital marketing method between PPC and SEO, not realising the immense potential that both can bring. In this article, we’re going to talk about why doing one without the other is a waste of opportunity.

What is PPC?

PPC (or pay-per-click) advertising is a digital marketing method that uses paid advertising on search engines like Google in order to drive highly targeted traffic to your website from sponsored visibility.

What is SEO?

SEO (or search engine optimization) is a digital marketing method that focuses on making website and server optimizations in order to make your website perform better in search engines like Google. The difference is that rather than using paid advertising like PPC, SEO is focused on earning organic visibility through clever content distribution.  

Why do PPC and SEO work so well together?

There are a number of benefits to using both together, however, for the most part, it is simply a case of having a larger net to catch more ‘fish’ online.

  • PPC works faster: PPC, when executed well, can provide you with (more or less) instant traffic to your website. This is especially handy if you are currently working on your SEO. Naturally, SEO takes a lot longer to establish because it is focused on earning organic rankings, as opposed to paying for instant visibility. Fortunately, when combined, PPC can be used to generate leads and make money for your business in the meantime while your SEO investment works towards establishing an ROI.
  • Improved conversions: given that SEO is all about making shrewd onsite optimizations in order to not only improve performance, but to also gain higher rankings on Google, it can also help with your PPC conversions. After all, if you create PPC ads and divert traffic to an un-optimized website, your conversions will be lower. However, combine both strategies and you’ll have much more success.
  • Increase trust: organic search results are more trustworthy in the eyes of the modern consumer. As a result, only a small percentage of people actually interact with PPC ads in a Google SERP (search engine results page). Fortunately, if you are working on your SEO, it will help to create more brand trust and thus people will be more inclined to interact with your promotional ads.
  • Don’t rely entirely on ads: if you only do PPC, you will only ever be visible online when you are paying for it – and depending on your focus keywords it can be very expensive. With a combination of SEO however, you can gain a lot of organic traffic and only use paid ads in special circumstances (e.g., new product launches and public holidays, etc.).
  • Maximise your SERP coverage: if you sit at position #1 for a specific keyword and you turn up in the sponsored posts, the chances of you attracting clicks and getting more visitors to your website will be considerably higher.

They’re better together

In truth, these are just a handful of the ways that PPC and SEO can complement one another. For example, PPC can be used to test out various keywords with speed and accuracy, whereas doing so using SEO would take much longer.

In any case, the two digital marketing strategies go hand in hand like a horse and carriage.

Our advice? It may be worth seeking out a digital marketing agency that offers both PPC services and SEO so that you can enjoy the best of both strategies under one single banner.

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