Consider Investing in PPC Along with SEO

Written by Danielle Bachini

SEO really isn’t optional today. If you have a website and you want to drive as much traffic as possible to that website, it’s necessary to invest in a search engine optimization campaign, even if it’s on a small scale. People turn to the search engines when they are looking for information, which is why a prominent presence there is necessary. OK, so what about PPC you ask? You could argue that PPC isn’t as essential as SEO, since an organic presence tends to carry more weight, however a PPC campaign can certainly assist an SEO campaign in generating more website traffic.

Consider Investing in PPC Along with SEO

Here are 4 reasons why you might want to invest in PPC while executing SEO:

PPC works short term
One of the most frustrating things about SEO is that it works very slowly and is a long-term venture. If you’re following a white hat strategy and abiding by the Webmaster Guidelines, SEO success isn’t going to happen overnight. In some competitive niches it could even take years. While your SEO campaign is slowly gaining traction, you can utilize PPC to achieve search engine visibility in the interim.m.

Organic position fluctuates
The search algorithms take hundreds if not thousands of factors into consideration, which is why you might be in one spot one day for a specific keyword and another spot the next. Additionally, what you see is different than what someone else sees based on personalized search factors. It’s just the nature of organic search. If you’re looking for something that’s more consistent, you’re going to have to pay for it. If your quality score is good and you’re spending enough, you will appear in the sponsored section of a search results page.

More SERP real estate
Once your SEO campaign gains traction and you start seeing prominent placement and increased organic traffic, it’s OK to scale back on PPC if you’d rather invest that money elsewhere but it’s also worthwhile to keep it running. There’s something to be said for seeing your brand/website on the search engine results page twice. It confirms that your website has what the searcher is looking for.

More clicks and conversions
More real estate and visibility on the search engine results page means more clicks and more clicks should mean more conversions. Of course, this will only happen if your website is set up with conversions as a priority. Sending an organic or paid search visitor to a page that isn’t set up for a conversion is a waste of money. The landing page should make it very easy to buy, fill out a form, call a business, or take some other action. Don’t forget to set up conversion tracking on your site so you know where each conversion is coming from.

The bottom line is that SEO and PPC are each powerful search marketing tactics on their own, but when they work together they can become that much more impactful.

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