If you are spearheading a successful SEO strategy for your business you might be shying away from PPC (Pay Per Click) campaign. Somehow, there is a strong belief among some marketers that SEO and PPC strategies should not mix; some even go as far as to suggest that they are mutually exclusive. Nothing could be further from the truth. Running PPC campaigns and SEO strategies side by side could be very beneficial to your overall business and here are five reasons why.
1. Get on top and stay on top
You have an excellent SEO strategy, one that placed you in the top of the search engine results pages (SERPs) and is holding you there. Congratulations, but don’t get ready to party just yet. Your competitor is running a PPC campaign that is targeting your keywords! And would you look at that, he’s showing above you in the results! The moral of this little story is: investing into PPC protects your placement and effectively puts you in the top twice. For visitors, this enforces the belief that you are relevant and just what they need.
2. Use PPC data to enhance your SEO strategy
The great thing about PPC campaigns is the immediacy of the results. You can easily see what flies and what doesn’t. This is often not the case with SEO. Use this knowledge to improve your overall SEO strategy, as things that work for your PPC campaigns will more than likely work for SEO.
3. Short-term benefit vs. long-term strategy
Your SEO efforts will not yield results in the first few months, so don’t even count on it. A good way to offset this disadvantage is by running an aggressive PPC campaign to establish your presence in the SERPs. Once your page starts climbing up to the first page you will already be a known and familiar face there.
4. Testing is faster with PPC
Say you are experimenting with your SEO strategy. The playing field shifted a bit, dropping you down the SERPs in the process, and you have to figure out what to do next. PPC campaigns allow you to test for the conversion rates of your sought-after keywords, and you can use that data to refine your long-term SEO strategy.
5. E-commerce sites benefit greatly from PPC campaigns
This is not to say that e-commerce sites should drop their SEO efforts in pursuit to maximize their profits through paid advertising. Just the opposite; e-commerce sites should re-double their efforts on both fronts in order to get the best out of both worlds. You now have an option of feeding information from your product pages straight into your ads, so they show your product alongside with reviews. Customers are now only a click away from your ‘buy now’ button, which is not something you can accomplish by doing SEO, regardless how great it is.
PPC campaigns and SEO strategies combined let you achieve maximum exposure, and the collaborative effort is not something to be sneezed at. Make sure you are using both approaches to increase your visibility. According to studies, this will lead to 200% increase in your conversions.