You come across two terms SEO and PPC with respect to websites. Before coming to the query and finding a connection between the two let us know what is SEO and PPC briefly.
You can say SEO – short for search engine optimization is to make the right people to visit your website. While PPC – short for pay per click is a kind of advertising on different search engines like google.
The website owners pay these search engines to make sure of the high results for any search that a customer ensues.
So practically and technically both are different entities for websites. You can say both complements each other just like the two sides of a coin do.
Do SEO and PPC work together
Going back to the query in the title you can give a short reply as yes. After you launch your website you may not have put in any effort on the SEO front.
Then also you can get results using the PPC campaign. Likewise, to make effective SEO it is not necessary to run a PPC campaign.
Your ad quality score on google and the bid amount will help the search engine to decide the PPC position. For organic search ranking, hundreds of signals are considered to determine the position or ranking.
Though both are separate entities devoid of each being dependent on the other they complement each other can be said to be the outcome.
You can say that each one benefits the other. Albeit they may not be direct benefits but the advantages are still significant.
When you use both the PPC campaign and the SEO strategy for your website there will be an increase in the website visibility. Usually, this can be most relevant in the mobile devices wherein PPC ads tower above the top results.
Thus you can infer that both the SEO and PPC are complementary to each other and they will furnish somewhat similar results and can create a harmonizing effect.
Help with keywords
Your website needs an overall keyword targeting. For this, both PPC and SEO can be used. This can be explained thus. Deploying a good SEO strategy, a website can pick up long-tailed keywords.
However, in PPC campaigns this is not usually used. You can make it work the other way also. Now Google provides secure search this limits the access to keyword data during an organic search.
But using PPC you can get a better analysis. Using this campaign, you can check to click through the rates and then effectively track the conversions.
This allows you to arrive at better decisions in the use of keywords while targeting SEO. The PPC campaign will let you know the best converting keywords.
This will be the ones that most people use while searching for a particular product. Thus with a review on the content, you can go for better optimization. Thus enabling you to pick up higher traffic in organic search for this keyword.
More landing pages for SEO
During your PPC campaign, you create landing pages. These can be used for an organic search. You only have to find out how these landing pages will fit into the overall website.
It should not have duplicate content. This can be an issue with SEO but not with PPC. Then you can take steps to change the content and proceed with this strategy to increase your traffic through organic search and thereby pave the way for overall growth in business.
Web page efficacy helped by PPC
PPC campaigns can help improve the success of web pages. This can be tested with different pages to find out which copy, designs, calls to action, colors or buttons bring in the best of conversion rates.
With this information, the landing pages of the PPC campaign can be improved. Also, this can be used to better other action pages on the said website.
This can bring to our notice that a web page action can be made better with PPC campaign. And of course, this is the need of the hour.
If this strategy works for your website, you should go ahead and to the maximum to increase the traffic to get a higher conversion rate.
Both work independently of each other
In a technical sense, both the SEO and PPC are different and work independently of each other. But a technically savvy person can see through the fact that with using SEO and PPC together both can be used to improve the other.
So this takes us to the point that both the entities are relevant. But all these inferences do not lead to the real answer to the query though at the start it was stated in the affirmative.
Now let us really delve into the answer to the query. Millions of businesses are run some successfully and some failures. Some see success at the start but finally goes downhill.
While you have examples of some ventures going the slow and steady race to come out with flying colors. So the success story of each business is different. Each has followed a different approach and strategy.
Also, you may notice the fact that the same strategy does not work with every venture. Each and every business needs a unique approach that is customized for its growth and success.
SEO vs PPC
So one may wonder if a PPC campaign should be used or SEO should be used. The approach solely depends on the objectives, present situation and of course the marketplace.
When yours is a start-up you can face some hard times with using SEO. It is time-consuming and is a little complex in giving effective results for an organic search.
A start-up waiting for the SEO results to show and then grow may run out of time and relevance bringing about its downfall earlier than anticipated.
Instead, if PPC is used a fast track result can be offered. Of course, it needs to be done expertly and correctly to show positive results in its favor. The main part is to understand potential customers first.
Understanding how they are using the web leads to determine which strategy is the best. A PPC campaign, SEO based organic search or a combination of both. This strategy needs to change as per the situation demands too.
Pros and cons of SEO and PPC
This brings in the fact about the pros and cons of SEO and PPC. So when you go through this you may be able to decide which is the best policy to be deployed in your situation.
Also, you can get to know how to integrate both the SEO organic search and PPC campaign to bring about the best of results for your growth.
SEO helps improve organic traffic is what we learned through all the arguments above.
Now let us delve into its benefits
- Trust and credibility
- Website traffic
- Cost per click
- Return of investment
- Improved CTR
- Strategic advantage
Now coming to the drawbacks
- Slow organic traffic
- Targeting keywords not easy for start-ups
- Poor content reduces organic visibility
- Need high in house resources
- Sustainable link building takes time and expert help
These are a few of the pros and cons of SEO.
Now coming to the benefits of PPC
- Position on the page
- Improved ads
- Visual product ads
- Brand visibility
- Control on budget
- Better targeting
- Marketing intelligence
- A/B testing
Now coming to the pitfalls of PPC campaign
- Adding and spiraling costs
- More effective locally
- Global campaigns expensive
- Need constant investment
- Lose lead generation on payment default
To avert the pitfalls and use the advantages one must make a smart choice. This can and will influence the final outcome. You need to find out which kind of ads are working better- text ads or product ads.
Use the ones that give better results. Evidently, this can be a trial and error method. But in the end, you get a favorable result.
Competitors to face
Till now you are working with your strategy. But you may have business competitors. You need to get an edge over them. So you need to know what kind of campaign they are running.
Also, their strategy may affect your campaign and it becomes imperative for you to find out how it is affecting your campaign. For successful PPC you need to have skilled management along with optimization. You need to monitor bids, positions, quality scores along with click-through rates.
This needs to be given time and an expert needs to be deployed for a successful campaign. Only then your PPC campaign will be a success. Usually, a local business that has little competition can do great business with SEO.
You may not need to spend much on this too. however, a newly established e-commerce business going global will have many competitors and will struggle with organic search results. In such a case a PPC could bring better results.
Though both the campaigns the SEO and PPC are independent of each other you need to find out which works the best in your case depending on your business type. Yes, your website does not have to be SEO-friendly for PPC marketing but results can be better if it is so.