For the longest time, SEO and PPC have been often pitted against each other like kids fighting for the last slice of pizza. Erin Everhart for Search Engine Watch says it’s time to stop this mindset.
Organic and paid search may be on the opposite sides of the coin, but they’re still on the same quarter. More often than not, the budget drives a wedge between the two and prioritizes one over the other. However, many businesses fail to understand that SEO and PPC are located on separate parts of the marketing funnel.
When a user looks something up on Google, he or she is introduced to both organic and paid listings. Simply put, the organic listings are the user’s search results, while the ads around it are the paid ones. Both have the same objective: attracting as many customers to the business’ website as possible.
Statistics often favor SEO over PPC, namely in terms of click volume. Around eight out of ten people will click on an organic search result rather than a paid one. One explanation for this is that the same number of people trust organic listings more than paid ones. This explains the rapid increase in organic traffic within a year.
However, SEO isn’t without its limitations. SEO may generate a lot of traffic, but ask yourself this: “How many from those leads are serious about buying something from me?” Piquing their interest isn’t the same as getting them to rely on you. As soon as you catch their attention, paid listings take over.
PPC is designed for customers inching closer to a guaranteed transaction. They already saw what your product or service can do; they want to see it for themselves. It’s not designed to increase traffic like SEO but enhance the filtered customer base. PPC is also best when you’re running out of time in a promo.
This is why reputable SEO companies in Covington, LA like Maximized Marketing offer both SEO and PPC. SEO isn’t just one strategy but a mishmash of strategies that make sure they have every nook and cranny of your marketing campaign covered. Instead of rivals, they should be a match made in marketing heaven.
With Google having shifted to secure search, Everhart says, companies have looked elsewhere for keyword data, namely PPC. Paid listings can provide an accurate assessment of the most trending keywords for organic search to use. In return, SEO can generate great content that can even push negative content off the visible spectrum.
Even if SEO and PPC are opposite sides of the coin, you’ll still pay that coin to fund your marketing campaign. Knowledgeable Covington, LA SEO companies believe the two are inseparable.
(Source: “SEO and PPC Need to Stop Being Enemies,” Search Engine Watch, September 10, 2014)