If you own a website your goal is to have as many people visit it as possible. Boosting your page traffic can lead to more individuals viewing your products, services, or page content, and that is the number one way to convert them into loyal followers and paying customers.
Since you’re here and reading this post, you’ve likely already investigated the ways Pay-Per-Click (PPC) advertising can work to help increase your traffic and conversions. You may also have researched the benefits Search Engine Optimization (SEO) can have when it comes to increasing your traffic via organic search. Unfortunately, many have been led to believe PPC can negatively affect your SEO efforts. This common misconception can prevent you from making the most out of your overall strategy.
How PPC Can Improve SEO
Many business owners worry that launching a Pay-Per-Click campaign to drive traffic to a particular page can harm Search Engine Optimization, or mull over common marketing questions. However, the two work together seamlessly, and sending PPC traffic to a page you want to rank well organically can help your SEO in many ways. Here is what Pay-Per-Click advertising can do:
- Boost brand awareness. PPC ads are built to drive click-throughs and traffic to the web page in question. When users view a PPC ad and land on your page, they’re becoming more aware of your brand. Whether they convert into a customer on the first click or not, that same user will keep your business at the forefront of their mind when searching for a product or service in your niche. This will ultimately drive your organic traffic.
- Double your search engine result page (SERP) exposure. PPC ads are located at the top of most SERPs, while the top-ranking organic search results appear directly beneath. If you’ve tailored your SEO efforts to get your page to rank highly for the same searches your PPC ad does, you’re doubling your real estate. Appearing twice can increase your brand’s credibility and effectively edge out the competition.
- Provide keyword insights. SEO keyword information can take quite some time to compile and it can be challenging to determine how effectively you’re reaching your target audience. Your PPC traffic data can help you find better keywords to add to your landing page to boost your organic searches. Utilize the search term report from Google Ads and use the information to build better content that appeals to those users looking for your niche.
- Gather more local leads. Over 80% of local searches for businesses like yours are performed on a mobile device, and PPC ads are featured prominently at the top of any mobile device SERP. In fact, between PPC ads and Google My Business listings, most of the screen is filled with your local business results. When you include your search result below, you can see how optimizing PPC and organic search can serve to garner you more local advances.
- Help target a better audience. If you’re approaching PPC the correct way, you’re focusing your paid ads towards specific populations that are most likely to convert. The audiences you’re targeting in your PPC campaign can also influence your other marketing efforts. Use information like location, demographics, and additional in-market info to more effectively target users who will engage in organic search.
Is Pay-Per-Click Better Than Search Engine Optimization?
In short, no.
The battle of SEO vs. PPC is altogether unnecessary because they both work best when used together. Make an effort to utilize PPC and SEO strategies that glean information from both sides, and compare notes between the two. Start with these tips:
- Improve your keyword usage. PPC campaigns can offer clarity to which keywords are underperforming in your industry. After you’ve noted which keywords work best for both your PPC and SEO campaigns, adjust your page content to reflect those with the most potential.
- Hone your web copy. Your PPC click-through rates can help you identify the campaigns that are most relevant to users searching for your products and services. Adjust your existing and future web copy to include information your users search for most, upping your organic search potential.
- Create better ad copy. Reviewing your Pay-Per-Click and organic conversion rates can help inspire the creation of better PPC ads that entice users to click. Over time, your improved ads will come full circle and have a positive impact on SEO.
Utilize a Two-Pronged Approach
While PPC and SEO can work well together, that doesn’t mean you can take a one-size-fits-all approach to your digital marketing efforts. You’ll still need to create a PPC strategy that directs users to your most important pages and adopt an SEO strategy that helps keep your site ranking high for those searching for pages like yours.
Why? There are instances where it’s less than ideal to direct PPC traffic to the pages you’ve exerted a great deal of effort to earn organic search results for.
For example, directing PPC traffic to pages on your main website can be counterproductive. Users searching for your brand with the intent to browse, seek inspiration, or get information from your web content are less likely to click on a PPC ad. Your organic SEO efforts should drive most of your main website and content-based clicks. In addition, you don’t want users brought in by Pay-Per-Click ads to take additional actions to access your product pages and convert into customers — a single PPC landing page geared toward conversions is more beneficial.
Receive Insight on SEO and PPC Development
To successfully build and mesh your SEO and PPC campaigns, it’s crucial to work with an expert marketing agency. Professional assistance while developing these strategies that work individually is important, however, gaining insights from each to improve your overall marketing efforts can be invaluable.
Zero Gravity Marketing has a team with a wealth of experience in digital marketing and can help boost your brand to meet your goals for success. If you’d like more information about how SEO and PPC can work together, contact ZGM today.