Often, people come to us with the question, should I be doing both SEO and PPC? And our answer is almost always yes! SEO and PPC are both ways that you can get more people to your website and consequently more business, and contrary to popular belief they work really well together. First of all, SEO is a long-term strategy and PPC is a short-term instant results strategy, but there’s much more to it than that.
Firstly, a little bit about SEO and PPC, skip this bit if its old news to you.
SEO stands for Search Engine Optimisation and is basically the tactics and strategies involved in getting your website ranked higher in search engine results pages. Unfortunately for everybody, SEO is an art not a science and takes time, dedication, and probably a few stressful days. However, it is just so worth it. Getting your organic search traffic up can drastically increase business. Imagine being there on your consumers search engine results every time they search for a relevant query?! A gold mine. It does take a long, long time though and requires constant effort and attention, which is why PPC is also your friend.
PPC, for the sake of this blog, refers to the pay-per-click advertising on Google Ads and Microsoft advertising. You can also use PPC to refer to social media advertising, but we’ll focus predominantly on search engines today. Basically, you pay PER click! Obviously it’s not as simple as that, you have to choose keywords to bid on and write effective ad copy and all the rest but once you’ve created your ads, you can go live pretty much instantly and start reaping the rewards. The cost per click can range from anything as little as 10 pence to £50 – £100 depending on the industry so it can get very expensive very quickly.
So, if you can pay to get to the top of Google with PPC, why should you also work on your SEO?
Well, unless your budget is endless, you’re going to want a sustainable way to increase your search visibility and SEO is the way to do that. Also, you don’t just want to be visible in the ad section of search engine results pages. You want to be as visible as possible and that means appearing in organic results too. And if number one is your goal, you’ll never appear as the featured snippet as a paid result.
PPC and SEO also work well together. You can use what you learn about your keywords in your PPC campaigns to work on your organic content. Which keywords are most relevant to your ads and website content? Are these the most prominent in your organic content or can you tweak your content so it becomes more relevant?
Talking of keywords, when optimising your content you will never be able to optimise enough to appear for every single search query possible. With PPC you can bid on all relevant keywords and always appear (providing your ad rank and budget is good enough). This is good for reaching those people searching for relevant terms that your content just might not have the space to include. To give you an example of this. Say for example we’ve optimised our digital marketing page to rank for ‘digital marketing services’ but we’d also like to capture the attention of those people who may search for ‘digital marketing firm’ or ‘digital marketing professionals’ then we can use a combination of both SEO and PPC to reach as many people as possible.
What other benefits are there to using SEO and PPC together?
Well, we have noticed that our SEO is slightly affected when we’re not running PPC campaigns. Although there is no DIRECT consequence of this, there is somewhat of a correlation. We believe that this may be because you’re brand is much more visible when you’re running PPC campaigns and therefore it helps to increase your CTR and reduce your bounce rate for your organic search traffic. Think about it, if your name and brand is more visible and well-known, people are subconsciously more likely to click on your result listing aren’t they?
We’ve touched on using your keyword data from your PPC campaigns to help optimise your content for SEO but you can also use your best performing ad copy to do this too. If you’ve got some ad copy that is working much better than others, you might want to think about adding this to your SEO titles and headings.
So, what happens if you can only choose one?
Obviously, we would never recommend just choosing one digital marketing method for your entire digital marketing strategy. Multi-channel marketing strategies are preferable most of the time. However, budgets can be limited and we understand that. If we absolutely had to choose one, we’d probably choose PPC. If you can put your money into a highly optimised PPC campaign, you can hopefully drive enough leads and sales to invest in longer term strategies like SEO. But, the instant results you can get from PPC are always more beneficial in the short term obviously.
Got any more questions? Get in touch with our digital marketing experts.