A rock-solid digital marketing plan is essential in this day and age. There’s a lot to learn about working on inbound marketing, though, and it seems like there are so many options that you have to be selective about where to spend your time and money.
Search engine optimizations and pay-per-click marketing are two areas that you’ve probably heard of. They’re two of the most important aspects of digital marketing, and it’s important that you understand what they are.
But the nice thing is, you don’t have to choose between SEO and PPC because they actually work together on many levels. This means a lot of your work in both areas will overlap.
We’re going to go into a few of the ways that these two areas work together.
Where SEO and PPC Work Together
While not every area of SEO works together with PPC, there are definitely a number of ways, both directly and indirectly, that one benefits the other.
1. Both Generate Traffic
Any way you swing it, the point of SEO and PPC is to generate and attract traffic to come to your site. Each platform has a different means of attempting to get the user to do what you would like them to (make purchases, subscribe, download, whatever), but each one drives traffic.
2. Your Keyword Research Can Apply to Both
When you’re creating content for your SEO platform, the content you create should be based on your research of keyword searches in your niche.
So, when your users are searching for one thing, you should create content about that thing so that users find your blog post when they look for it. Generally, creating content in response to keyword trends is effective.
The nice thing is, you also have to use keywords in your advertisements. You’re responsible for optimizing your PPC ads with keywords, and you can save time on that by just using the words that you’re using for your content creation.
Pro tip: they’re going to be the same keywords.
3. PPC Success Can Inform SEO
When you see some measure of success in one of your pay-per-click campaigns, you can make a note of the titles, tags, and meta descriptions that you’ve used.
Those specific pieces of your ad can be used when you generate content for your blog posting and content creation platforms. It’s wise to test out your tags, titles, meta descriptions in your PPC campaign first because the results are pretty immediate.
Generally, the platform you use for PPC will be able to give you metrics of your ad pretty quickly after it’s out. SEO, on the other hand, is a less exact science and it’s harder to tell how you’re doing in a short amount of time.
This way, you can throw things into PPC, see how they do, then use them in your SEO content creation if they’re worthwhile.
4. Direct Traffic To Your Optimized Posts
In many ways, content creation platforms are meant to be like a funnel.
Your efforts normally involve two types of content. First, you have the heavy hitters that are highly specific to your product and infuse quality calls to action that will generate conversions.
These are pages that, for one reason or another, people aren’t typically going to search for. In general, that’s how it goes for a brand’s product-specific pages. That’s why you need to create the second kind of content to draw people in.
That content is the kind that is created in response to keyword trends. Those pieces are created in order to answer questions or problems that users are having at the moment. Once users click those pieces, they will be directed or called to click on the more central product pages.
As more and more users are directed toward your pages, those pages will begin to rank higher and higher, as the traffic you’ve gained is a good indicator to search engines that your site is valuable.
Your pay-per-click advertisements can serve the same purpose as the secondary sites in response to keyword research– they can direct traffic to the pages that you want to rank highly.
5. More Visibility on Different Platforms
It’s really hard to generate a following on literally any social media platform. Unless you already have a name for yourself, you’re going to have to take the slow climb up the social media mountain.
That means reaching out to people, creating content that you hope will be liked and shared, eventually leading to followers, and more. That takes a long time.
The point of being present on social media, though, is to allow yourself to be in user feeds and generate interest when you have a new product, service, or message to relay. PPC allows you to be present for very specific users that you have in your target demographic.
If you’re unfamiliar with PPC through social media and Google, keep in mind that you are able to present your content to some very specific audiences.
When that happens, your ads will generate interest in your pages directly without you having to wait a thousand years to have a few followers who share your content. That interest will lead to followers.
This is an excellent way to blast your popularity up across social media platforms in relatively short amounts of time. The speed of your rise depends on your marketing budget and the quality of your ads.
The great thing is, once you have the following, you can post your SEO optimize blog content on your social media sites and drive traffic to your site that way.
Interested in Learning More?
Hopefully, this article has showed you a glimpse into the relationship between SEO and PPC. We also hope you see the significance that each has in the success of the other.
It’s important to understand how these two pillars of digital marketing work in generating success for your business. If you’re interested in getting started with SEO or PPC, visit our site to learn more.