Search engine optimisation (SEO) is a beautiful thing. Search engine marketing (SEM) with PPC advertising has its place in most businesses, as well. Everyone has that single thing that works for them, but what happens when you combine them into one package?
Both search engine optimisation and pay-per-click advertising are designed to improve your website’s ranking. But when you use these two approaches together, you can take advantage of many cohesive attributes that actually work better together than apart.
The on-page optimisation component is about playing with your metadata and keywords that allow the search engines to crawl your site with ease. You then complement that with external links from different sources that add relevance and substance to your site.
Finally, you open your wallet and invest in pay-per-click advertising, an SEM strategy. This is where you pay for people to follow a link to your website or landing page. The low cost per click can be quite an attractive lure for many business owners, but you also need to pair this investment with a sound strategy for customer conversion.
If your search engine optimisation is going well, or your PPC advertising is, then you might not feel that utilising a multi-channel approach will offer any benefits, but Google has already admitted that the two do go hand-in-hand.
You may appear at the top of the food chain for organic results, but that doesn’t mean your potential customer will click on your website purely because of that result. In fact, Google said that around half of the clicks on ads were not replaced with organic clicks once businesses decided to stop investing in PPC advertising.
Many years ago, businesses could only measure their success in specific platforms with schemes such as “bring in this coupon for a 10% discount”. It was their way of not only offering their customers a good deal but also making sure that, for example, newspaper advertising was right for them.
With the digital age comes the demise of the newspaper and similar advertising methods. People want to find out what they are spending their money on, and whether their investment is turning into customer sales. That’s what the multi-channel approach can offer.
When you pair SEO with SEM, including PPC advertising, you are covering all bases for the best chance of securing that virtual trolley checkout. With Google Analytics, you can see which ads are being clicked on the most, which keywords helped people to find those ads, and which subsequent conversion options on your website led to a sale.
Without that combination, you merely see how many people are checking out on your website, not what actually made them do so.
So, you now understand that search engine optimisation and PPC advertising go hand in hand, you need to make sure you’re capitalising on that relationship. And that involves reading the data correctly while making smart choices with your money.
Reading the data involves looking at the keywords you have put in place throughout your PPC campaign, then comparing how the click rate compares for each option. Running your PPC campaign alongside your organic one with the same keyword data can also help you work out which offers the best conversation rate. The more you know, the better equipped you are to adjust your campaign and workin with your budget for the best result.
Your site’s search data can also fall under this category. Find out what people are searching for on your website. You can then use those keywords in your PPC campaigns knowing that they are precisely what people are visiting you to receive.
The multi-channel approach involves having your SEO and SEM advertising methods working together. However, it’s not out of the question for your pay-per-click campaigns within the realm of search engine marketing to carve out their own road for other methods to follow.
Most people know that organic results can take a long time to work. You can often wait for eons only to realise the way you set your campaign up didn’t work how you intended, as well. With pay-per-click, the results are near-instant.
Therefore, you can use the best-performing ad copy from your pay-per-click advertising to work out quickly what is going to work for your organic strategy. Save hours, days, and weeks mulling over test campaigns and identify that sure-fire recipe for success at the same time.
In this digital age, it can be hard to know what works. SEO and SEM with pay-per-click advertising, they all have their place solo, but there’s no denying they can move mountains together. What are you waiting for? Start looking at ways you can make your organic and paid advertising work hand in hand, or find an SEO and advertising expert who can help. The results may surprise you.
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