When trying to grow a business and put information out on the internet, figuring out where to start and how to market yourself can be difficult – especially if you are not a professional. Most companies will hire a digital marketing agency to take care of these needs for them. The agency will handle top tasks like Search Engine Optimization (SEO) and Pay-Per-Click advertising (PPC), two pillars in digital marketing designed to garner traffic to your site or business. SEO and PPC integration is a digital marketing strategy that can increase the positive results for your business.
Search engine optimization (SEO) is the process of growing the value and amount of website traffic by increasing the visibility of the page to users searching for information on a search engine. This strategy targets unpaid (organic) results and excludes direct traffic and the purchase of paid ad placement.
In other words, you want to optimize or improve your website for search engines to rank your website higher in the search results and direct people to your website or business. With effective SEO tactics implemented in your digital marketing strategy, your site will rank higher and your traffic will increase.
Pay-Per-Click (PPC) is an internet advertising strategy that is meant to bring traffic to websites through paid advertising. In this case, a business would pay a publisher when someone clicks on the ad. PPC is easy to spot on SERPs, usually they are at the top when a query’s answered.
Unlike SEO, advertisers can bid on keyword phrases that are relevant to their target audience to produce traffic to their site. Advertisers can also pay for their ads to display when searchers enter a query that matches their keyword list.
How SEO & PPC Go Hand in Hand
When you are just starting, organically ranking at the top of a SERP is not likely because SEO results take time to manifest. Though the goal of setting up an online presence is to stand out, it is not as easy as just building an indexable website. Even with an optimized site, getting your page to rank for the first time can be challenging when your site is new and has not proven its expertise, authority, and trust – E-A-T. This is where PPC comes into play.
Implementing PPC in the beginning stages as you develop your digital presence is a great way to generate traffic to your site. PPC will promote front page ads on SERPs, even if your SEO ranking is not very high yet. PPC can also be used in conjunction with social media marketing. Many social media sites have their own advertising strategies that will help users meet specific goals such as reaching a wider audience or a more targeted audience.
Proper use of SEO can enhance your web page and raise the SEO ranking on SERPs. Effective SEO tactics include well-written, optimized content for your site such as articles or blog posts. Beyond engaging content, do not ignore the technical side of SEO. It is important to take a closer look at the back end of your website to make sure it is following SEO best practices.
SEO and PPC integration in your marketing strategy gives your business the best chance of dominating the competition online. Let Tandem Interactive take your business to new heights. Contact us today for an assessment!