Search engine optimization (SEO) and pay-per-click advertising (PPC) are two different marketing strategies that are often viewed as separate and distinct approaches to online marketing. However, when it comes to maximizing your online visibility and attracting the right audience, it’s essential to understand that these two strategies should be viewed holistically rather than independently. In this blog post, we’ll explore why organic search and paid advertising on Google should be viewed holistically and how businesses can benefit from integrating these two strategies.
Firstly, SEO and PPC both aim to achieve the same goal – driving traffic to your website. SEO is a long-term strategy that focuses on optimizing your website and content to improve your ranking on search engine results pages (SERPs) organically. On the other hand, PPC is a short-term strategy that involves paying for ads to appear at the top of search engine results pages. While SEO is free, PPC requires a budget. However, both strategies can be highly effective in driving traffic to your website, and they can complement each other well.
One of the main benefits of combining SEO and PPC is increased visibility. By appearing in both organic search results and paid ads, you’re giving users more opportunities to find and engage with your website. According to a study by Google, businesses that combine SEO and PPC can see a 25% increase in clicks and a 27% increase in conversions. This is because appearing in both organic and paid search results increases your overall visibility and credibility, leading to higher click-through rates and conversions.
Another advantage of using SEO and PPC together is that you can use PPC data to improve your SEO strategy. PPC ads provide valuable insights into which keywords and ad copy are resonating with your target audience. You can use this information to optimize your website and content for the same keywords, making it more likely that you’ll appear in the organic search results for those terms.
Furthermore, SEO and PPC can help each other out in terms of keyword research. By using PPC to test different keywords and ad copy, you can determine which terms are most relevant to your target audience and have the highest conversion rates. This information can then be used to optimize your website’s content and meta descriptions for the same keywords, which can improve your organic rankings.
Finally, integrating SEO and PPC can lead to cost savings in the long run. By optimizing your website for organic search, you’re reducing your reliance on paid advertising to drive traffic to your website. This can help to lower your overall advertising costs, as you won’t need to spend as much on paid search ads to maintain your visibility.
At Altezza, we recommend that SEO and PPC be viewed holistically, rather than as separate marketing strategies. By integrating these two approaches, businesses can increase their online visibility, improve their organic rankings, and achieve better results from their online marketing efforts. Whether you’re just starting out or looking to optimize your existing online marketing campaigns, combining SEO and PPC can help you to achieve your goals and drive more traffic to your website.
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