Paid and organic search is the best-integrated Search marketing you can do. This combination unlocks the potential for 90% more clicks, 43% more visitors, and 48% more conversions.
Search Engine Optimization (SEO) is the process of positioning your website to rank highly in search results, making your website visible to people who are looking for a business like yours. For example, a moving company wants to be visible in search results when people search on “best moving service” or “local moving company.” Optimum visibility in the search rankings requires SEO. SEO involves ongoing updates to your website and persistent content marketing.
Pay Per Click (PPC)
Pay-Per-Click or Paid Search is online advertising in which an ad for your product or service appears on the first page of Google when people search on keywords associated with your business. Social media platforms (Facebook) and other search engines (Bing) offer PPC opportunities too. You are charged each time someone clicks on your ad.
There are many areas to focus on when driving synergy between PPC and SEO, but the net result of this integration remains clear—a larger share of search outcomes and more visibility for your brand.
PPC & SEO: Working Together to Boost Your Search Engine Visibility
The goal for both paid and natural search is fundamentally the same: to drive qualified traffic to your site. Our experiences in working with both large and small companies, there seem to be some common obstacles to integrating PPC and SEO efforts. For smaller companies with limited resources, it can sometimes be difficult to determine which search tactic to focus.
On the other end of the spectrum, larger enterprises often have entirely separate teams focusing on paid and organic search. With a lack of collaboration and communication, this can lead to a disjointed approach and missed opportunities. As the experts, we know that search engine marketing is a positive-sum game, and when PPC and SEO efforts integrate, they often lift each other up.
A Balanced Search Engine Marketing Campaign
Many businesses find that dividing their search engine marketing dollars between SEO and PPC pays off. If you have just created a website, you may want to consider using PPC to garner quick visibility while slowly building your SEO results. New businesses are not the only ones who can benefit from incorporating both strategies into their campaign. You’ll likely find that increasing your PPC advertising is helpful when your SEO rankings slip and, vice versa. Having substantial long-term SEO results can help when your PPC ads are not driving as much traffic as you’d like.
Another hidden advantage: Internet users widely view businesses that appear in both SEO and PPC ads as more credible. Need proof? Resolution Media and Kenshoo cosponsored a case study
Exposure provides the most comprehensive search engine marketing Santa Clara has to offer, call us today!