Paid Search & SEO – Your Website Needs Bot

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 Individuals and agencies specializing solely in pay per click, or paid search, will often tell you that they can meet your digital marketing goals exclusively through the implementation of PPC. Those focusing primarily on search engine optimization have a similar argument for engaging in SEO. However, as a business owner looking to market your products or services in the online space, it is in your best interest to know that both of this opinions are categorically incorrect.

The best practice for increasing your visibility & traffic, and ultimately, meeting your sales objectives through search engine marketing is through a combined effort of effective PPC and SEO. Both paid and organic search marketing have benefits unique to each discipline; however, they can be a powerful advertising force when utilized in tandem with shared marketing objectives.

How Paid Search Benefits SEO

One of the fundamental principals driving search engine optimization is the understanding of which keywords or keyword phrases to target in order to improve visibility within organic results. SEO keyword research is an in-depth process which can take weeks or months to even begin to narrow down, at which point even more time is needed to begin implementing, testing, and revising the keyword strategy.

However, in paid search, keywords and keyword phrases can be implemented within a campaign virtually immediately; and initial results can be seen within a short period of time; typically, days. While a complete look at individual keyword performance in PPC will still take much longer, this preliminary data can be leveraged by your SEO specialist to begin testing even earlier, thus shortening the lead time between beginning an SEO program and actual implementation.

How SEO Benefits Paid Search

The process of SEO begins on your website. SEO specialists will usually begin by analyzing your website for content and code issues that could potentially be hindering your online visibility within the search engines. Through the early stages search engine optimization, some of the actual content of your website will be re-written or alternatively-grouped to ensure that it is not only the way the search engines would like to see it, but optimal for your human visitors as well. The code which powers your Internet site, like CSS, HTML, and JavaScript, will also be re-configured where appropriate, with the same basic intent.

Although this certainly helps with your SEO efforts, this also can have a great impact on your PPC efficiency as well. Most popular forms of paid search rely on a combination of keyword/ad copy/landing page relevancy, which you may have heard referred to as your “quality score”. This score is a major factor in determining exactly how much you will pay for each click received, as well as your individual keywords’ position amongst your competition in the search engine results pages (also called ‘SERPs’). Therefore, improvements to the quality of your website will often boost your “quality score”, in turn allowing you to potentially pay less for more traffic to your site.

The Combined Benefit of PPC & SEO

A common misconception amongst advertisers is the belief that engaging in only one of the two components of search engine marketing (PPC & SEO) is necessary. However, that is simply not the case. Paid search is useful in controlling the messaging that your audience is seeing within the search engines, enabling you to rotate advertising copy based on seasonality, special offers or events, or changes to your product/service offerings. It’s also beneficial in creating short-term traffic spikes that can be implemented and altered on-the-fly. SEO is certainly more of a long-term strategy, as the benefits are typically not visible for at least 3-6 months following initial launch; however, over time, effective SEO should result in steady search engine visibility along with lowered overall digital marketing costs.

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