There’s a song in the Broadway musical “Oklahoma” called “The Farmer and the Cowman Should Be Friends.” The same holds true in search engine marketing, where that same real estate that is vied for by both paid and organic marketing can work together for their common good.
There are some subtle differences in their implementation, but also enough similarities to make this a strategy you’ll want to embrace. The ability of SEO to drive large numbers of searchers, along with the precision targeting afforded by PPC can work in synergy to provide an overall better performance.
Let’s look at 5 reasons to combine PPC and Organic SEO
Get as much page one real estate as possible! – Naturally, having as many listings as possible on page one is the goal, and this can only help you dominate the traffic this pages serves when your site is showing up all over the results. In addition to that, this helps increase your brand authority.
Enhance brand exposure and solidify messaging – When your brand is seen often and in many ways, your brand is given a large dose of authority and exposure. The messaging you use in both your organic listings and paid ads can work in concert to give your brand a cohesive, unified message.
More total traffic – While it’s entirely possible that your paid ads can rob some of your organic clicks from the page, research is showing that overall there is a net gain when you occupy both paid and organic spots on a page. Not only that, by having multiple spots on the page, your PPC costs are going to be less.
Better conversion rates – One startling benefit to this is that companies who are employing this approach are finding their conversions rates soaring by as much as 200%. Evidently more clicks plus more authority equals better conversions. Who knew!
Improved keyword performance – The data gained from your page analytics and PPC campaigns are a most valuable tool for discerning keyword performance and opportunity. Make sure you use this data in both directions, to help optimize both!
