The collaborative advantage of PPC and SEO
Search Engine Optimisation (SEO) is a vital ingredient of the online marketing mix. According to a study by Optify that was reported on Search Engine Watch, the top three spots on Google get 58.4% of all clicks from users.
SEO is a medium to long-term strategy that takes plenty of research and refining, especially if you want to see a positive return on your investment. As in anything, there are a few quick fix measures that will reap results ‘overnight’. However, these are deemed as ‘black-hat’ (unethical) and your site will be penalized by the search engine authorities, including Google. A well-developed ‘white hat’ (ethical) SEO strategy can have lasting results to outrank your competitors online.
On the other hand, Pay Per Click (PPC) advertising is an instant way to reach the top of the search engines. PPC also lends a helping hand to creating an effective SEO strategy. PPC allows us to test search terms using tools such as Google AdWords. If we know that a term converts on PPC we can develop and optimise your SEO campaign to use only what works and ditch what doesn’t. This way you are sure to optimise your website for the search terms that your customer is actually using and thus invariably pay-off!
In the long run PPC is more costly than SEO, so once you’ve found search terms that are working for your website we recommend optimising your site for them and reducing PPC spend against them. The balancing of your budget over the various channels is just one of the benefits of our integrated online offering at Amanzi Digital. We are able to take a strategic overview of your entire marketing plan and then refine an online marketing plan that not only shows positive results, but is kind on your pocket too!
The above-mentioned tactics are a clear representation of this collaborative advantage where PPC and SEO work together to increase targeted traffic that converts to a sale or enquiry on your website.
Please feel free to leave a comment below should you have any questions regarding Pay Per Click, Search Engine Optimisation or Digital Marketing. We’d love to hear from you!