Should I be focusing on SEO AND PPC?

Posted by Dan Reilly

Director at Ruler Analytics and Epic New Media

Tue 29th, Sep

People used to say that pay-per-click was the short-term solution to traffic, while search engine optimisation was the long-term solution. Perhaps, people still do. But a shift in the type of devices people are using to search Google and changes in the way Google ranks sites these last few years has made a case for SEO and PPC being used side-by-side, with a view to a long-term partnership.

Pay-per-click

PPC is one of the most lucrative opportunities for all businesses operating online, no matter their niche or how competitive the market is. In theory, so long as you have the budget, you can compete against multi-nationals and corporate giants.

Search engine optimisation

SEO is a tougher nut to crack. It takes time, patience and significant investment to get solid rankings, rankings that will get a ROI. But should SEO pay off, you will have an auto pilot lead generation platform which has the potential to outperform PPC.

How PPC and SEO work together

1) PPC informs and optimises SEO: 

Due to the power of each of these platforms, we see them as the perfect partnership. Take for example, this scenario: a start-up in a highly competitive market has a couple of thousand pounds to spend on online marketing. The start-up is at an immediate disadvantage because their website is new, without the clout (trust and page rank etc) of more established competitors. So competing organically is off the cards, at least for now. PPC therefore is the ideal solution, as it will allow the start-up to bid for relevant keywords. But the optimisation of pages for PPC and the bidding of keywords will focus and mould the start-up’s SEO strategy at the same time, killing two birds with one stone

2) With PPC you can offset the price of organic search

SEO rankings receive a higher click through rate than PPC listings. So if an organic position were to decline, businesses can still increase their click-through rate and offset the price of organic search. This strategy is particularly useful for websites that receive an automatic or manual Google penalty, or for websites that struggle to maintain their organic positions due to strong competition. It’s also useful if you hold rankings that fluctuate wildly, PPC can balance this out and ensure you still receive very relevant and targeted traffic to your website.

SEO and PPC working together – examples

A Google search for “4K LED TV” brings up an organic result for John Lewis and a paid result for John Lewis (imaged above) – this retail giant is increasing their click-through rates for this keyword by using SEO and PPC together.

A Google search for “Memory foam mattress” brings up an organic result for Amazon and a paid result for Amazon. Like John Lewis, Amazon is increasing their click-through rates.

There are millions more examples of companies doing this.

Takeaway

If you really want to grow your business online, you need to fully capitalise on the platforms available to you. Google is HUGE, and by using SEO and PPC together, you can increase your click-through rates dramatically while informing and optimising each strategy. 

Ready to launch a new project? Get started today

Read More
Leave a comment

Comments...

Posted by sp

Perrian.com is a multinational online jewellery portal, entrenched in four different countries namely Australia, United Arab Emirates, India, and the United States of America that believes in selling high-quality jewellery made out of conflict-free diamonds. Perrian is well known for its beautifully cut diamonds, designs and exceptionally well deliverance for over 30 years. With proven manufacturing methods and jewellery designs we proudly provide timeless and fashionable diamond jewellery. The company’s agenda is to deliver fine jewellery products at the doorsteps of those who are keen to add to their regalia or gift someone on special occasions; Saving their time and efforts. buy online jewellery in india, engagement rings,diamond rings, jewellery earrings, gold earrings, online store for pendant, bracelets for woman, buy online gifts, buy online cocktail jewellery in India, diamond jewellery collection, all rings for diamond rings, gold engagement ring, buy online diamond rings, buy online engagement rings, buy online men's rings, buy online wedding bands, buy online gemstone rings, buy online solitaire rings, buy online all earrings, buy diamond drop earring, buy diamond stud earrings, buy gold hoop earrings, symbol of love, buy zodiac pedals, buy alphabet pendants, buy baby pendants, buy online bracelet, gifts for him, gifts for her, buy online baby collection, buy online valentine gifts, buy online anniversary gifts

Posted by John

Great article, I am so impressed, I am so happy to read this very awesome blog, I get a lot of information to read this very awesome post, Thank you so much for sharing this post. Keep it up. BLuetooth Headphones

Post a comment