Hello, Shawn Kocab here. I’m a digital marketer in Albuquerque, NM. I serve several local businesses with my advertising agency. We have been talking lately about how to improve and optimize local businesses’ websites. This week, I wanted to address a common question that owners have about how to approach their marketing strategy.
If one method isn't enough to get the leads you need, why not try combining SEO and PPC? Blending these two web advertising techniques can be beneficial to your business if done correctly. It's possible for a business to get caught up in just one strategy and forget about the other, resulting in a lack of leads. We've seen firsthand the power of combining SEO and PPC techniques in Albuquerque businesses, turning lackluster campaigns into success stories! Getting creative with these two strategies may offer more benefits than either one alone could provide..
Let me share with you why a healthy combination of both PPC and SEO. Both are crucial to getting organic traffic, higher rankings, and brand recognition… among other important benefits.
Integrating SEO and PPC for the Most Effective Results
Both SEO and PPC represent essential pieces in a digital marketing strategy. They have different targets, but it’s kind of two sides of the same coin.
It's no wonder that so many people are turning to SEO for their marketing needs. Not only does it provide a steady stream of free traffic, but each effort builds credibility within your target market as well. With very little cost other than time, you can establish yourself as an authority in your niche and remain there, even when budget cuts start looming on the horizon. In addition to being cost-effective and long-lasting, it also gives you the peace of mind that comes with knowing that competitors cannot simply outbid or buy their way over the top of you.
This contrasts with PPC, in which every click comes out of your budget. Users often skip over paid ads at the top of SERPs, and they trust organic search results. A higher percentage of users click through on organic search results. Organic results are often more credible than paid ads.
Pay-Per-Click (PPC) and SEO are often thought of as dueling techniques, but in reality, they can be powerful allies. PPC is a great way to start seeing quick results for your company. It allows you to target certain keywords, audiences, and time periods; plus, you'll show up first on SERPs. However, even if a user scrolls past ads or sets a fixed limit based on a budget, the visibility still counts. On the other hand, SEO lets your business continue to garner attention long after the initial campaign runs out. Ultimately, it's best to have an eclectic mix of both PPC and SEO to form a successful marketing plan that will give you an advantage over those who only rely on one technique alone.
When you successfully set both plans in motion, you’ll have traffic coming in from all directions.
How to Use SEO and PPC Together
For a robust strategy incorporating both SEO and PPC…
· Focus on SEO first.
A well-structured and reliable website is essential for harnessing the attractive power of SEO. It should be set up in a way that allows users to find what they need without getting lost. A high ranking on the SERP is the ultimate aim and my Albuquerque advertising agency can put a well-considered plan in place so you get there faster while still maintaining focus on effective content creation. This can range from domain selection to hosting services and structuring considerations; enlisting the help of an expert team to handle those pieces will free up your time so you can concentrate on those important details, like creating content that stands out from competition and instills trust in customers.
· Build a clean website with a clear funnel leading to your products or services.
As you build your website, user experience should be at the forefront of your mind. You want it to be easily navigable so that visitors can quickly access the information or products they are looking for. Making it easy to use will enhance their satisfaction and hopefully drive more business. A navigation bar that is consistent across all pages of the website can help with this as well having a site map available for those users who need a bit more guidance. Remember, branding should remain prominent and every page should direct users back to the main purpose of your website.
Don’t forget to include clear CTAs on every page. These help potential customers know the next steps to take in their purchasing journey. You can use different CTAs depending on the page and target buyers according to their position in that journey.
· Run Search Engine Marketing (SEM) campaigns leading to that amazing new website.
Set up some PPC ads on Google targeting appropriate keywords. Link to a landing page specific to those ads. It will answer shoppers’ immediate questions about your products and help you keep track of the ad analytics.
· Run targeted social media ads.
Running ads on social media can be an effective way to grow your reach, if you choose the right channels. Before investing in any ad campaigns, take the time to research where your target demographic spends their time online. Is it Facebook? Instagram? Both? As a general rule of thumb, younger audiences tend to be more active on Instagram while older audiences use Facebook more often. Once you have identified the best platform(s), look at creating PPC ads that link directly to a tailored landing page. This will ensure users are getting information that is tailored for them, and click through rates should go up accordingly.
Creating a successful strategy for Search Engine Optimization (SEO) takes time, effort and patience. While you might be tempted to try ‘quick-fix’ techniques such as Pay-Per-Click (PPC), these can sometimes take away from the more important task of building a solid foundation with SEO. Don’t be discouraged; improvements in your website traffic and rankings can often happen within months when you stay focused and consistent with your work. It’s important to remember that it takes continued effort and practice to create truly effective SEO strategies; so stick with it!
Some business owners find important strategies like link building a challenge, and getting expert support can make a huge difference. Our Maui advertising agency can handle the details of SEO and PPC ad campaigns for you. Our strategies show proven results.