Objective of integrating SEO & PPC in marketing is to obtain visibility, traffic and revenue from search. Although SEP & PPC are treated as two different area,s but they are unique entities. In this article, we will see the various ways in which both PPC and SEO can help each other, making both processes more effective and improving the overall search strategy.
Before we start further lets discuss something about SEO & PPC.
What is SEO?
SEO (Search Engine Optimization) is a process of optimizing various parts of a website in order to gain more visibility in search results and, as a result, more traffic to the website.Ultimately SEO helps in getting websites to rank in search.
SEO is a long term process, and gives results after a considerable amount of time and work. This is why many websites look to paid results to attract initial traffic, as they can pay to appear in paid search which appears above “simple search” results.
What is PPC?
PPC (Pay Per Click), also known as ‘paid search’ is a another of attracting traffic to the website by Paid Ads. The advertiser is being charged a fee each time someone clicks on their ad. To encourage this, Paid Ads appear above (and below, and sometimes to the side of) the simple listings.
Integration of SEO and PPC can result in a number of benefits starting with maximising visibility in both paid and simple results. With both SEO and PPC you can dominate both paid and simple listings on a single search results page. That gives an impression of dominating and being an authority in a given niche and as a result maximise traffic to the website.
Pay per click advertising produces very quick results, the insights from PPC can inform SEO strategy by discovering the most relevant keywords, choosing the best performing title tags and meta descriptions and discovering long tail keywords for content creation.
Similarly, a traditional keyword research for SEO can filter out the very irrelevant keywords you would not like to spend even a penny on your PPC campaign and mark them as negative keywords instead.
Although PPC and SEO appear to be completely different areas, in fact, they are same with an objective of getting visibility and driving traffic to the site from search. With both SEO & PPC can only help the overall search performance and should be encouraged.