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Wondering how PPC and SEO work together? This article will give you the answer.
PPC (pay-per-click) and SEO (search engine optimization) are two digital marketing strategies that can be used to improve a business’s online presence and drive traffic to its website. While they are distinct in the way they work and the results they produce, they can also be used together to enhance a business’s online presence.
PPC: An Overview
PPC is a type of online advertising in which advertisers pay a planned amount of money when their ad is clicked. The ads appear on search engine results pages (SERPs) when a user searches for a specific keyword or phrase. A business creates an account with a PPC platform (such as Google Ads) and sets up an ad campaign, choosing specific keywords or phrases and setting a budget for the ad campaign. The ad is displayed on the SERP when a user searches for one of the chosen keywords or phrases, and the business pays the specified amount to the PPC platform whenever the ad is clicked.
SEO: An Overview
SEO is the practice of optimizing a website to rank higher in the SERPs. There are many factors that search engines use to rank websites, including the quality and relevance of the content, the structure and organization of the website, and the presence of keywords and phrases in the content and metadata. A business can optimize their website for search engines by identifying relevant keywords and phrases and incorporating them into the website’s content and metadata, ensuring that the website is well-structured and easy to navigate, and building high-quality backlinks from other reputable websites.
How PPC and SEO Work Together
PPC and SEO can work together in several ways. Here is a list of methods describing how you can mix both to help your SEO and PPC journey:
Method #1: Keywords & Phrases Effectiveness.
PPC can be an effective way for businesses to test the effectiveness of different keywords and phrases. By running a PPC campaign, businesses can see which keywords and phrases are generating the most clicks and conversions. This information can be extremely valuable when it comes to optimizing a website for search engines. By identifying the keywords and phrases that are generating the most clicks and conversions, businesses can focus their SEO efforts on those specific keywords and phrases, which can help to improve the website’s ranking in the SERPs.
For example, if a business is running a PPC campaign and sees that a particular keyword or phrase is generating a high number of clicks and conversions, they may choose to optimize their website’s content and metadata for that keyword or phrase. This could involve adding the keyword or phrase to the website’s title tags, meta descriptions, and header tags, as well as incorporating it into the website’s content in a natural and relevant way. By doing this, the business can improve the website’s ranking in the SERPs for that specific keyword or phrase, which can help to drive more traffic to the website.
Method #2: Landing Pages & Layout.
PPC is not only a useful tool for identifying effective keywords and phrases, but it can also be used to test different ad copy and landing pages. Ad copy refers to the text that appears in a PPC ad, while a landing page is the webpage that users are taken to after clicking on an ad. By running multiple ad campaigns with different ad copy and landing pages, businesses can see which combinations are most effective at generating clicks and conversions.
For example, a business may create multiple ad campaigns with different ad copy and landing pages to see which combination generates the most clicks and conversions for a particular product or service. By analyzing the results of these campaigns, the business can determine which ad copy and landing page combination is the most effective at attracting and converting potential customers.
This information can then be used to optimize the website’s content and layout to improve the user experience and increase the likelihood of conversions. For example, if a particular landing page is found to be particularly effective at generating conversions, the business may choose to update the layout and design of that page to make it more visually appealing and user-friendly. Similarly, if a particular ad copy is found to be particularly effective at attracting clicks, the business may choose to incorporate similar language into the website’s content and metadata to improve the website’s ranking in the SERPs through SEO.
Method #3: Traffic Generation.
PPC can be a useful strategy for driving traffic to a website while the website’s SEO efforts are still in progress. This can be especially useful for new websites that may not yet have a strong presence in the search engine results pages (SERPs).
When a new website is launched, it can take some time for it to start ranking in the SERPs for relevant keywords and phrases. This can be due to a variety of factors, including the age and authority of the website, the quality and relevance of the content, and the presence of backlinks from other reputable websites.
While the website’s SEO efforts are ongoing, PPC can be used to drive traffic to the website in the meantime. By running a PPC campaign, businesses can target specific keywords and phrases that are relevant to their products or services and bid on those keywords to have their ads displayed in the SERPs. When users search for those keywords, they will see the business’s ads at the top or bottom of the SERP, and can click on the ad to be taken to the business’s website. This can be an effective way for businesses to reach their target audience and drive traffic to their website while they are working to improve their website’s ranking in the SERPs through SEO.
Conclusion and Takeaway
In summary, PPC and SEO are two digital marketing strategies that can be used together to enhance a business’s online presence and drive traffic to its website. PPC can be used to test the effectiveness of different keywords and phrases and to drive traffic to a website while SEO efforts are still in progress, while SEO can be used to optimize a website for search engines and improve its ranking in the SERPs. By using both strategies together, businesses can effectively reach their target audience and drive traffic to their website. Now you know how PPC and SEO work together?