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How to Combine PPC and SEO for Maximum Impact

There are infinite approaches to successful digital marketing. Sometimes, digital marketing experts themselves don’t even understand why one strategy is more effective than another. The online world is fickle, and it evolves every single day.

The internet’s refusal to sit still for even a short amount of time can be frustrating to digital marketers, especially those trying to boost their smaller companies or startups. You want to appeal to your customer base, but you also want to play by the rules that will land you on the front page of Google. Is there a simple way to do both?
As an established digital marketing assistant, we want to help new marketers understand how to combine strategies for maximum conversions, sales, and ultimately, profit.
But, where do we start?
As we’ve hinted, the benefits to combining digital strategies can be monumental. You don’t have to focus on one strategy, rather allow complementing tactics to develop alongside one another.
The coupling of Search Engine Optimization (SEO) and Pay-Per-Click Advertising (PPC) is a perfect example of how combining strategies can launch your digital presence to new heights.
Let’s first define our key players, for those that are new to the digital arena:
SEOSearch Engine Optimization is making sure your site ranks highly in search engine results for queries used by your target audience. This is done through lots of planning based on keywords. SEO focuses on the production of varying forms of content.
Search marketing involves:
  • On-Page Optimization Making changes to your website metadata and keywords (and your keyword consistency) ensures that it is easily understood and ranked by search engines.
  • Link Building Linking back to your website through various online platforms and other websites build relevance and trust in search engines’ eyes.
  • PPC When businesses pay for advertising only when online users click through to their landing pages, that is called Pay-Per-Click Advertising. Irrelevant or accidental traffic that does not convert poses far more of an issue than with organic marketing strategies.

Both SEO and PPC strategies have the same end goal - exposure to potential customers.

How This Works for Small Businesses

As a new business, you probably are still tackling the issues of standing out against your competitors while gaining a larger audience. Those two matters can make it difficult for you to secure authority in your niche.
PPC and SEO strategies, when used together, can help you attain attention that can accelerate your promotion in a way other strategies can’t.
Most people who use Google as their preferred search engine don’t usually go to the second page of results for a query. That’s why it is so important to rank on the first page of results.
Essentially, by providing a well-executed PPC ad and pairing it with high rankings for the same relevant keywords, you are giving potential clients two ways to access your website. There is an added benefit of perceived brand authority by the user when your services are shown in a search as both an ad and an organic search result.

The Quest for Conversion Rate Optimization

Once you have your potential customers on your page, you need to follow through with your promise of quality, relevant content that brought them there in the first place. Conversion Rate Optimization (CRO) is the process of designing your website so that it leads potential customers toward a purchase, app download, email signup or any other desired action.

The first step to make sure your site is well optimized is to tap into your analytics and check out the bounce rate of your landing pages. This should tell you if your efforts have been successful. The bounce rate of a website is defined as the number of visitors that leave a site without clicking through to a second page.
A number of factors can contribute to high bounce rates, including slow load times, ugly or unappealing design, or irrelevant content. If you have a high bounce rate, your conversions are probably tanking.

How To Lure In Your Customers

Even if your product or service is unmatched, a poor quality website can kill your business before you can even get your foot off the ground.
On that note, your site should meet your target audience’s expectation and should give visitors a path toward conversion that’s as easy as possible.
You can do this through:
  • Checking that all your content is both informative and captivating, which will allow users to interact with your site in an easy way.
  • Ensuring that the links on your page are visible and functioning.
  • Making sure your website is attractive, in terms of design. It should also reflect the tone of your content. A circus-like colorful theme would not play well for a cancer research hospital, and a somber theme would be off the mark for a children’s toy store.
  • Check all of your pages are functional. A customer will leave your page immediately if they run into dead or broken links.

Going Forward...

As I mentioned at the start of this article, digital marketing strategy can often come down to luck. However, if you have a solid plan to combine a strong PPC campaign, and you’ve done an SEO audit with the help of tools like WooRank to give yourself the best chance at ranking organically, you are sure to see your conversion rate increase.
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