With billions of searches per day, search has enormous opportunity for businesses trying to capture customer attention, increase traffic, and improve website performance. With consumers spending an average of 59 hours per week online, it’s more vital than ever for marketers to have the correct search strategy in place to catch consumer attention before competitors can and motivate audiences to take action.
Here, we’ll look at what the phrases represent and why it’s best to use a combination of data, media, content, and technology rather than picking one way over the other.
While both techniques share the same underlying goal of improving website efficacy, they are on opposite sides of the search coin, with different approaches to achieving that goal.
SEO aims to increase traffic to a website by ensuring that each piece is optimized for visibility when users search for related terms or phrases. The main aim of PPC, on the other hand, is actively pushing consumers to sites via targeted advertising. Paid ad placements on search engines and online platforms are designed to drive clicks that lead to visits, which are then followed by interaction and, better still, purchases.
Is there a more suitable alternative?
In a nutshell, no. It’s crucial to remember, however, that both approaches offer advantages and disadvantages.
PPC, for example, has the advantage of quick results, allowing marketers to start increasing visibility and reach almost immediately. However, because impact comes primarily from running advertising, results fade rapidly when campaigns end — and depending on their scope, the cost might be significant.
SEO, on the other hand, is more of a long-term strategy. For a lesser initial output, it can provide long-term benefits and potentially a bigger uplift on metrics like click-through rates (CTRs). However, because organic programs take time to create, success isn’t guaranteed, especially if marketers are targeting prominent keywords owned by significant internet players.
Better together: bringing people together produces the finest results.
As a result, SEO and PPC function best together. Although they are valuable on their own, combining them results in a double win, as they boost performance while canceling out each other’s drawbacks. PPC, for example, covers the void left by SEO‘s slow-burning effect, whereas content optimization’s long-term and cost-effective effect will assure a continually strong site ranking.
Of course, most marketers are aware that combining search strategies increases the likelihood of success and allows for more adaptation, which is especially important in today’s volatile environment. However, many people are unsure about what constitutes best practice in terms of PPC and SEO synchronization, as well as how to achieve it.
In general, achieving well-balanced harmony necessitates a clear visualisation of search activity that aids marketers in determining the type of optimization required. However, improving collaboration on a practical basis usually entails addressing two major pillars:
Intelligence that is linked together
Running SEO and PPC separately hampers efficiency by generating segregated pools of intelligence and expertise, much as disconnected management makes for poor wider advertising. As a result, removing boundaries between teams might be a simple but crucial move. It opens the door to using these collective learnings to cut CPAs and boost conversions by allowing both to benefit from broader audience segments and tactical insights.
For example, when it comes to writing site content and meta descriptions, updates from PPC teams about high-performing keywords can be extremely useful to SEO teams. Working together can help you stretch your budget even further and avoid duplication, with incremental increases in organic keyword positions signaling when it’s time to cut back on PPC ads that target the same terms and redistribute spend.
Bringing together the power of technology and people
Similarly, linking data allows for more efficient procedures. Embracing technologies that can aggregate data from several sources — and campaigns — and turn it into a holistic dashboard will create a cohesive picture, allowing for better decision-making.
It’s easy to notice where PPC or SEO strategies need to be refined when you have a holistic view of how search efforts are performing against KPIs and competition. Marketing leaders can then utilize this data to adapt PPC campaigns as needed, such as lowering spend when rankings are high or increasing investment if PPC advantages appear to outweigh existing SEO improvements.
While PPC and SEO are both well-known methods, there is still some ambiguity surrounding them. Taking a closer look at what these terms signify and the opportunities they provide reveals that the best plans combine the two. Moving forward, marketers must remember that effective search impact is the result of a combination of integrated data, technology, and human power.