As a website or business owner, ranking as highly as possible in organic search engine search results is hugely important. After all, how else are people who aren’t presently familiar with what you do, going discover your website in the first place?
The above being the case, search engine optimization is big business. However, for many websites and businesses, organic search engine optimization can sometimes seem inordinately difficult. Websites don’t just need to discover which keywords and search terms should best be incorporated into their website content. Rather, search engines like Google have complex and secretive SEO algorithms, ones which rank websites, not just on the keywords they use, but also things like individual page speed loading times, overall website security, and what kind of content websites make available to their visitors.
Why Businesses Choose PPC Over SEO
Because of this, many business websites especially often choose to invest in Google sponsored Pay Per Click campaigns. This way, it doesn’t necessarily matter how media-rich or search engine optimized a website is. Instead, website owners simply pay for the privilege of having direct links to their site appearing at the top of Google search results, links which they will pay for every time such a link is clicked.
Key Benefits
The key benefit of this strategy, of course, is that if you are a new website, you’re not going to have to wait for traffic to start organically dripping into your website. Rather, Google is going to push traffic toward you and benefit you with almost instant exposure to your target market.
The Downside
However, the downside of PPC marketing is that websites have to pay each and every time a web user clicks on a PPC ad and visits their site. This being the case, if websites don’t have phenomenal landing pages and/or a proven way to turn PPC website visitors into qualified sales leads, they’re going to start making a significant loss on their PPC investment.
The Benefits of Using a Combined SEO & PPC Strategy
The best option for most, if not all websites, is in this case, to employ a web marketing strategy which uses both SEO and PPC. Do you have your landing pages ready? If so, that’s fantastic. Now all you need to do is use PPC to drive traffic towards those landing pages while at the same time monitoring that traffic to see which ad word combinations seem to generate the most clicks. Once you know which ad word combinations work, you can then start including these into your on and off-site organic SEO strategy.
However, using a combined SEO & PPC strategy isn’t just about being able to identify which keyword combinations will work best for purely organic search engine optimization. Rather, monitoring the flow of traffic from a PPC ad campaign will also allow you to see where in the world the people are who are visiting your website, where they came from before arriving on your landing page, and how well your landing page seemed to appeal to those visitors. All this being the case, you will better be able to target all your future marketing efforts.
Are you ready to supercharge your SEO strategy. If so, maybe it’s time to start thinking of SEO and PPC as two sides of the same coin rather than two distinctly different marketing tools.
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Most businesses know that they probably need some sort of social media profile – maybe a Twitter page for their business. Few people, realize the difference between merely existing on Twitter and truly leveraging the power that social media offers.
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