Often, Marketers will talk about Search Engine Optimization (SEO) and Pay-Per-Click (PPC) Advertising as if they’re competing against one another. That’s not entirely true. Like most good things, SEO strategy and PPC strategy can work together in harmony, and a multi-channel approach to search engine marketing may be just what you need to take your lead generation to the next level.

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Visibility        

Especially for small businesses, it’s important to build up your online reputation and audience. Using PPC and SEO successfully will help you to gain that important online visibility. Combining well-targeted PPC advertisement while ranking on those same keywords means that you are providing two points of entry for users and building brand awareness.

Using Site Search Data to Inform PPC Keywords        

At the end of the day, the main goal of PPC Advertising is working out which keywords your customers use to find your business. Using site search on your website, and analyzing the terms that customers use to get there, can give you valuable insight into the search habits and needs of your customers.

Try It Out On PPC First        

SEO site content can take a lot of time and effort to plan, so you may want to test certain keywords in the PPC campaigns first. You can test the conversion rate of the words you want to rank for with the PPC ads, and receive immediate feedback on their effectiveness. Once you have discovered what works, you can use that to develop SEO content.

Benefits of Conversion Rate Optimization        

Getting customers to your website is half of the battle. Once they’re on your website, you need to ensure that they’ll stay there. This is where analytics of PPC come in to play. You can check your bounce rate as a metric for success. If you’re not converting your customers, you can use this metric to analyze how to better your website and entice customers to stay.

Combining SEO and PPC Advertising will help you reach customers or potential customers at different stages of the shopping process and increase your visibility. It’s vital to consider implementing SEO and PPC campaigns into your digital marketing strategy.

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