It’s not uncommon to see SEO companies trying to boost search engine rankings by running pay-per-click ads at the same time they’re trying to improve their organic search presence. While works greatly, there are some inherent issues with this strategy. In order to effectively combine your paid and organic strategies, you must understand how each of them works, how they interact with one another, and how you can mitigate any potential risks associated with combining them together.
Let’s start with Search Engine Marketing (SEM). It is the process of using paid ads to improve your visibility in search engine results pages (SERPs). You can think of it as a way to jumpstart your SEO efforts by giving you a little boost in the short term. Paid ads are just one part of the SEM puzzle, though. To be successful, you also need to have a well-optimized website and a solid SEO strategy. That’s where an SEO company comes in. A good SEO company will help you create content that is both informative and keyword-rich, build quality backlinks, and optimize your website for search engines. In short, they’ll do everything they can to help you rank higher in the SERPs.
As an SEO company, we often get asked whether a business should invest in SEO or PPC (or both!). In online marketing, there are two primary ways to generate traffic: organic search engine optimization (SEO) and pay-per-click advertising (PPC). Both are effective in their own right, but when used together, they can be a powerful force. Also, if one has a good knowledge of both SEO and PPC, by following this generic 3 step approach, they can improve their results to a great extent:
- Perform an SEO audit on your website. This will help you identify any areas of improvement to make your site more search engine friendly.
- Research the most effective keywords for your industry and incorporate them into your website content and PPC campaigns.
- Monitor your results and adjust your strategy as needed to ensure maximum success.
By now, you should have a pretty good idea of how you can use both SEO and PPC to your advantage. But before you go off and implement your new strategy, there are a few final things to keep in mind. First, it’s important to remember that SEO and PPC are not mutually exclusive – you can (and should) use both at the same time. Second, while they do work well together, they each have their own unique strengths and weaknesses, so it’s important to understand how to use each one effectively on its own before trying to combine them. Finally, as with any marketing strategy, it’s important to test, test, test!
Try out different combinations of SEO and PPC to see what works best for your business or else try to get in touch with an SEO Company that will do the same more professionally for you.