While both SEO (Search Engine Optimisation) and PPC (Pay Per Click) are inbound marketing strategies, geared towards lead generation, they work in very different ways.
Sometimes, they are considered alternatives that marketers choose for clients, based on allocated campaign budget and project time sensitivity. However, if combined in a cohesive and coherent way, the two strategies can work better together than two separate entities.
Why PPC and SEO work better together?
SEO is the organic way, takes more time, but if done right will generate a constant flow of incoming traffic by ranking in top positions on search engine results for your target keywords. Paid search technique, on the other hand, is used to get fast, almost instant results by placing you on top of searches on Google, Yahoo and Bing.
PPC provides more actionable information through click rates and conversion data that will quickly let you know if it’s working or not. Hitting the right audience for your business with PPC will help your SEO by increasing exposure, improving targeting and filling in any possible gaps in organic traffic flow.
What are the benefits of the hybrid PPC & SEO approach?
Let’s drill down on why most marketers think the hybrid approach is the right way to go for their marketing campaign plans.
Visibility and exposure
Using SEO and PPC strategies together can increase your chances of having both organic and paid presence in search, which can double your visibility and clicks-through rate. However this strategy is really only for more aggressive campaigns targeting highly profitable search terms, or if your organic presence is pushed down by endless SERP features. If you are ranking organically in the top 5 positions, it would be more cost-effective not to run PPC campaigns for these terms.
Share keyword data
Keywords that perform well in paid search campaigns are probably good options to be added to SEO keyword lists, conversely low performing PPC keywords will most likely not work for your SEO.
Consistent ranking
Fluctuations in the algorithm can have a negative impact on your organic ranking. Running an additional paid search campaign to your SEO one, will help you keep a consistent presence in searches, even when organic rankings are affected by possible algorithm updates.
Outsourcing or in-house?
Getting the most out of your hybrid PPC and SEO marketing strategy takes a bit of technical expertise and planning.
Planning and implementing a combined SEO and PPC campaign effectively can require specialist knowledge to do it right and get the most out of both channels. Therefore, employing the skills of an experienced provider could work out more cost effective for you, deliver you greater results and enable you to invest more time in what you’re best at – running your business.
Conclusion
Benefits of the hybrid paid search and organic lead generation campaigns point out yet again that integrated marketing strategies work better than individual siloed approaches.
