Tips on how to begin aligning your SEO and PPC strategies
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
The advent of the internet has opened many doors of opportunity for individuals and businesses world wide. More than 2.4 billion people use the internet all over the world.
Most of the people who use the internet start with search engines like Google. In fact Google dominates the search market with more than 80 percent of the market share.
The key to success in marketing online is to get traffic to your website or blog. One of the ways to do it is SEO (search engine optimization). SEO is a highly specialized process of building a successful website.
SEO involves optimization of your content for search engines like Google. This results in more traffic to your website or blog, thereby increasing your sales and profits.
PPC (pay per click) is another effective way to drive traffic to your website. In this system, advertisers pay the website owner when the ad is clicked. With search engines, the advertisers bid on keyword phrases relevant to their target market. Google AdWords is a well-known PPC provider with very high reputation. It operates under a bid-based model.
The right combination of PPC and SEO can do wonders to your business and take it to a different level altogether. Many marketers are using PPC successfully to get traffic. SEO is also helping marketers grow their business online.
Unfortunately not many marketers are making the most of both PPC and SEO. Now the question is “How to align SEO and PPC strategies?” Here are some tips that have worked.
It is advisable to create business cases that demonstrate the combined impact of organic and paid search. Having both paid and organic listing will have an immense positive impact on your brand. Studies reveal that for every 10 keywords in the top 10 total assists go up by 20 percent.
The key to success is to test and research. You may rely on your analytics reports to find new keywords to bid on and to organically optimize for. Your first keyword list is definitely not the final answer.
There are opportunities that await you. You need to seek those opportunities actively. Always be on the lookout for new keywords. Use multiple variants to drive new traffic and sales.
You need to test your position for PPC. Measure the total impact on your sales. It is true that all these actions take time and effort. But you need to work if you want to maximize your ROI.
Successful business owners are available for their consumers at more touch points and at all times. People are using social media extensively. They are accessing the internet using their computers and other mobile devices. You need to design consumer centric marketing programs.
It is a challenge to align your search strategy between organic and paid. However, if you implement the above-mentioned tips, it is an achievable challenge.
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