Like Michael Jordan & Scottie Pippen, peanut butter & jelly, and under appreciated R&B 70′s duo Herbs & Peaches – reunited and it feels so good – SEO & PPC together is greater than the sum of its parts.
Some people may disagree with that statement and make this analogy, “Why should I pay for the milk (PPC) when I have a cow that will give it away for free (SEO)”. This argument might be valid if we’re talking about bovines and dairy products. However, we’re not talking about free milk; we’re talking clicks and conversions. Those who treat SEO and PPC as two mutually exclusive online marketing tactics will be missing out on tremendous digital marketing opportunities.
Here are some reasons why you should be utilizing both SEO and PPC in your digital marketing campaign.
The Rules of Real Estate
Think of the SERP (search engine results page) as valuable real estate. Any screen space above the fold can be considered valuable waterfront property. Screen space below the fold on the first page is a rather nice neighborhood with a few gated communities and a Whole Foods. While anything on the second page and beyond is the wrong side of the tracks. Just as in real estate, getting clicks and impressions is all about location location location. Having top positions in both SEO and PPC greatly increases the chance that your home page or landing page will become a popular destination.
Shared Keyword Data
Running an SEO and PPC campaign gives you double the data to analyze. Determine which organic and paid keywords have the highest conversion rate, and use that data to optimize your overall strategy.
Greater Authority Figure On a Subject
Studies have shown that when businesses hold top spots in both SEO and PPC they are seen as a more trusted authority figure on a subject. So when Joe Car Repair holds top positions in both organic and paid search, he is going to be viewed as a much more competent mechanic than Gary Car Repair – yelp reviews withstanding – and much more likely to be clicked on.
Test Organic Keywords with PPC
Using PPC is a great way to refine your organic keyword strategy. As you evolve your long term keyword strategy, you can test the conversion rate of words that you want to rank for with PPC ads. You’ll get immediate feedback on the success, or failure, of organic keywords you’d like to rank for.