How to use PPC and SEO together to maximise results

If you are an SME owner, or you oversee marketing for a small to medium-sized business, you’ll understand the importance of getting lead generation right. You're living it, breathing it, and, perhaps, occasionally wrestling with it. Among the plethora of choices and available channels, one popular question always rears its head: Should I invest in Pay-Per-Click (PPC) advertising, or should I leverage Search Engine Optimisation (SEO)? In this article, we hope to provide you with some insights on why you should blend PPC and SEO together. 

PPC vs. SEO: Diving into the Essentials 

Before we start, let's ensure we have a firm grasp of the basics. 

PPC or Pay-Per-Click involves investing in prime ad placements on search engine results pages (SERPs) and various online platforms. Advertisers bid on specific keywords, and when users search for those keywords, your ads flash into view. It's like a ticket to instant visibility. 

SEO, or Search Engine Optimisation, is about optimising your website to climb the search engine rankings organically. You must ensure your website is technically sound, whilst consistently creating rich, user-focused content that enhances the user experience.

PPC vs. SEO: Finding Harmony 

The debate between PPC and SEO shouldn’t be about choosing one over the other; it's about blending them harmoniously. Here's why…. 

PPC offers immediate gratification. It's like the turbo boost that propels traffic to your website. PPC is the perfect tool for promoting time-sensitive offers and can also bridge a gap whilst you’re waiting for your SEO efforts to take effect. 

On the flip side, SEO establishes a robust online presence over time, leading to sustained organic traffic and building trust in your brand. It's a savvy long-term investment. 

How PPC and SEO Work Together 

Now, let's explore how PPC and SEO can work together seamlessly: 

Keyword Synergy: By identifying high-performing keywords in your PPC campaigns, you can effortlessly integrate them into your SEO strategy. This ensures that your content resonates with your target audience. 

Insights Exchange: Analysing your PPC ad performance can reveal valuable insights about which keywords drive conversions. These insights can then be used to enhance your SEO keyword targeting. And vice versa! 

Challenges with Combining PPC and SEO Strategies 

While the synergy of PPC and SEO holds immense potential, it's essential to be prepared for the challenges: 

1. Keyword Cannibalisation: When you utilise the same keyword for both SEO and PPC, it can lead to a rivalry between the two rather than mutual enhancement. This can cause unnecessary outlays and reduce the return on investment for both channels. 

2. Tracking and Attribution: Keeping tabs on the performance of both PPC and SEO campaigns can be like juggling flaming torches. Advanced analytics tools and clear attribution models must be utilised to ensure clear tracking and attribution.  

3. Budget Balancing Act: Determining how to allocate your marketing budget between PPC and SEO can be difficult. It's crucial to assess your goals, competition, and where your business ranks online to make informed decisions. 

PPC and SEO: Benefits of combining forces 

While these challenges may seem daunting, a well-thought-out strategy can mitigate any risk and help you to harness the power of both PPC and SEO: 

1. Radiant Visibility: Blend PPC and SEO to enhance your visibility in both paid and organic search results. That means more eyes on your business and higher click-through rates (CTRs) - a win-win! 

2. Keyword Goldmine: PPC campaigns spill the beans on which keywords yield the best results. Use this insight to fine-tune your SEO strategy, focusing on the keywords that drive organic traffic. 

In conclusion, leveraging both PPC and SEO at the same time can lead to amazing results. A carefully crafted and well-executed strategy that addresses keyword clashes, streamlines tracking, and finds the budget sweet spot, will lead to enhanced visibility, soaring CTRs, and cost-effective advertising.  

If you’d like to discover how we use PPC, Paid Social and Content Marketing to drive high quality leads, feel free to get in touch with our team.