When it comes to search engine marketing, it could be stated as a battle between search engine optimization and pay-per-click advertising. Several surveys are conducted from time to time to understand the scope of these strategies. The results of almost all the surveys suggest that the websites could garner exceptional results through the efforts on SEO and PPC. Eventually, letting the retailers rake in profits. But, the question here is how to decide which strategy would be better for online marketing. To know this, let us have a look at the pros and cons of both the tools.
Pros of SEO:
– Completely Free
– Long Term ROI
Cons of SEO:
– Minimum Initial Results
– Keeping Pace with updates
Pros of PPC:
– Effective Results from Beginning
– Improved Ad Alignment
Cons of PPC:
– Sole dependency on this strategy would not benefit much
Having a look at the pros and cons of both the tools makes it clear that choosing one of these is not easy at all. Each of the tools has something to offer and at the same time has something not so appealing. What comes out as a better idea in this situation is to make use of both the tools at the same time. This means you can use SEO and PPC together in a strategy. Let us see what are the possible benefits that you can avail when you integrate these two.
1. Increase in Visibility
The foremost reason why any of the marketing specialist relies upon marketing is to increase the visibility of the brand or business that they are promoting. After all, increase in visibility is the foremost reason responsible for garnering attention of users. Combining both the tools, PPC and SEO in SERPs, will help in increasing the overall traffic for the website. Both of them would counter balance each other’s cons and would help the brand in creating a firm grip in the market, hence adding to the reliability factor of the brand.
2. Increased Data
When you run PPC and SEO campaigns simultaneously, you get access to more data. By more data, we are here specifying the targeted keywords for organic campaigns. You can stay at the safe side when you try out the keywords initially with PPC campaigns and then use best converting keywords for your SEO strategy. This will help you in staying away from the keywords that failed to come up with impressive results or ranking.
Other data through which, you can benefit is the website content, meta descriptions and title tags. For getting the testing done, you cannot solely rely upon SEO for results. Instead, it will be best when you also make use of PPC ads. You can use the meta description as description lines and title tags as headline to test the performance.
When talking about how to achieve decreased CPC, the best means is to have a high quality score. With quality score, you can increase the ad positioning in the SERPs. What could help in this case is to make the landing pages and ads related to each other. With you using the best SEO practices, there is an opportunity to align and design successful landing pages for the ads.
3. Ease of Altering Campaigns For Instant Results
There are times when the business requirements do not get fulfilled solely by SEO. What comes out as solution in this case is PPC. You can let PPC take over when you know SEO is not doing much. The best example in this case would be a marketing campaign that is time-bound. For instance, you have a clothing site and you want to promote the spring collection. When you rely solely upon SEO, there are chances for the campaign to bring in results only by the time summers have come as SEO is a slow process. On the other hand, PPC can bring you results at a quick pace.
Other example would be the marketing for balancing the negative public relations built due to some article or website spreading bad rumors about the business. You will need to settle for a strategy that could help in countering the damage caused to the brand at the earliest.
4. Balancing The Overall Budget
When talking about PPC, we all know about the high costs associated with a single click. Getting clicks is a good thing but at the same time it is important that you cut the costs. The best way is to slowly transit to SEO once you know that the keywords have started converting through PPC.
As a whole, rather than treating PPC and SEO tools as competitors, you can use them to complement each other for results. This way you can utilize both the strategies and avail best results in terms of raise in conversions.