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SEO & PPC: A Winning Combination

| May 11, 2015

Although many businesses already understand that search engine optimization (SEO) is a vital component of an inbound marketing strategy, fewer realize the role pay-per-click advertising (PPC) also plays. But, one very underused approach is taking advantage of the synergistic nature of combining these marketing tools to get the most out of an online marketing campaign.

But first, it’s necessary to explain how SEO and PPC generate leads in order to better understand how effective they can be.

The Basic Goal of SEO

The creation of high-quality and useful content is the core of SEO. This serves the dual purpose of pushing the online content of a business higher in search engine results pages (SERPs), while creating a growing, reliable audience for the business.

Generally, SEO takes time to fully see its effect. This means waiting months (or even years) before fully realizing its influence. SEO is cumulative, meaning it builds on itself and picks up speed before arriving at its peak.

The Basic Goal of PPC

PPC marketing only puts your ads in front of a target audience that you choose. This usually consists of people whose searches indicate interest in your business or industry. You also only pay when they click on the ad. When correctly structured, PPC can increase your website traffic and provide solid leads. Quality landing pages and website content is essential, but PPC campaigns should have something such as an article, infographic or offer that draws your consumers in and convinces them to convert after they click

Weaving Them Together

Do you prefer quick results or long-term results? The correct answer is, “yes.” All businesses need both. SEO results take time before gaining momentum. That’s why it’s a great idea to boost your business’s presence in search results through PPC.

Even when SEO is at full force, both tools work best by when run together. They offer important insight concerning keywords customers use to find your business, and running them together means your website gets displayed in both organic and paid results in your target audience’s searches. This is important because: 1) customers think you are legitimate if they see you in both places, 2) search results might not always put you in top spots or the initial page of organic results, so having a paid link on the first results page helps you get seen, and 3) people are likely to click on relevant links at the top as opposed to scrolling through the organic results down lower.

Your marketing efforts can drastically improve with SEO and PPC , especially with the right team on your side. USA TODAY NETWORK in Nashville, Tennessee can develop and execute a successful digital marketing strategy for your business.

Contact us today for a free digital audit.


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