Even though search engine optimization (SEO) and pay-per-click (PPC) have different approaches and strategies, did you know they can complement one another for the success of the whole business? Here are some reasons why you should consider using both SEO and PPC in synergy.
When we use search engines like Google, two kinds of results show up: Google AdWords ads (PPC) and organic search results driven by SEO. AdWords are shown on the margins of the result page (on the top, bottom, or side) while the organic list is placed in the middle.By combining both SEO and PPC, your brand can appear on both the organic and paid spots. This strategy will help your business dominate the SERP by allocating less room for competitors.
Keywords are important for both SEO and AdWords strategy. Google’s secure organic search system has made the organic search analytics more limited. This is where PPC can help. Your SEO team can test organic keywords using AdWords. This gathers immediate feedback, which can be used in your SEO strategy. You can learn the impact of individual keywords more quickly and leverage it to drive traffic to your website.SEO can also inform PPC about user behavior on any specific page on the website. For example, because landing page experience is a component used by Google to determine the Quality Score, SEO can help determine the landing page to use in your PPC campaign. In other words, a better understanding of the organic data can lead to a lower pay-per-click and a higher ROI of your campaign.
One of the benefits of running an AdWords campaign is A/B testing. Since we know the typical title and ad copy that resonates better with your target market, we can create a better title and meta description that can engage your audience and drive more traffic to your website.SEO works to ensure your website is search engine friendly and provides a good user experience through relevant content. Meanwhile, PPC focuses on reaching your target audience based on relevant search queries. A cohesive synergy between SEO and PPC will lead to better performance metrics and greater success for your entire organization.
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Citta is an SEO specialist at Hawke Media, improving the visibility of clients' websites to drive organic traffic.