With more and more businesses moving online, the competition for web traffic has increased. As such, many companies have invested in SEO and Pay-Per-Click Advertising to increase their visibility in search results. Though both types of advertising are successful ways to drive traffic to a website, the best results often come from combining them within a comprehensive digital marketing strategy

How are SEO and PPC different?

The major differences between SEO and PPC are, on one hand, SEO is about optimizing content for search engines like Google in order to make them more accessible to readers. It also helps give people a better understanding of what they’re looking at – which can lead people to click on it if it comes up higher in the search engine rankings. On the other hand, PPC stands for pay-per-click. This requires writing effective advertising copy that’s likely to compel someone who has just clicked on it to go ahead and buy whatever you’re selling right away – whether or not they understood what they were getting themselves into beforehand.

Search Engine Optimization (SEO) is about optimizing content to rank better in Google, while Pay-Per-Click (PPC) focuses on driving traffic quickly to specific pages. Earning a top spot in Google for either discipline requires time and effort – but when they’re used together, clients see amazing results. Search engine ranking pages are dominated by both organic listings and paid ads, making it easier than ever before to generate ROI (returns on investment).

Search Engine Optimization (SEO) typically entails optimizing your website so that it will rank higher in search engine results pages (SERPs). A person might do this through on-page optimization, such as keyword research and optimized content, and off-page optimization, such as link building. Pay Per Click (PPC), on the other hand, is a paid advertising method – like Google Ads – where you pay to have your ad shown on SERPs. Your ad will appear in a designated ad space above or below organic search results. When someone clicks on your ad, you will owe the agreed-upon amount to the advertiser.

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Advantages of combining PPC and SEO

1. Higher Reach

When you use both SEO and PPC, it helps you reach more people with your message. Organic search engine optimization (SEO) helps you attract visitors from those who are already interested in what you have to offer. Pay-per-click (PPC) ads allow you to reach those unfamiliar with your brand but searching for relevant keywords related to your products or services. Use these two powerful methods together so that you can expand your audience and connect with more prospective customers.

2. Quicker Results

One reason why SEO combined with PPC can be effective is that it offers quick results. PPC ads can go live in minutes, which means you’re able to drive traffic back to your website very quickly. On the other hand, SEO may take longer to produce tangible results; however, it provides you with long-term benefits over time. Thanks to this combination of search engine optimization (SEO) and pay-per-click (PPC), website owners are able to reap the rewards from both campaigns.

3. Cost-effective Marketing Strategy

If PPC competitors aren’t targeting your keyword and you’re getting organic exposure anyway, why would you need to pay for an ad that will also give you nothing in return? This is just one of the many reasons that mastering both marketing techniques (organic search engine optimization and pay-per-click advertising) can be so advantageous. If you set aside the costs associated with bidding on keywords other than those which already have competition or good organic rankings, then there’s no need to worry about wasting money while still being able to do things such as target competitor keywords and steal some of their traffic.

4. Keyword Coverage

One of the best things about combining SEO and PPC strategies is that it can help bolster your presence across search engines. By only relying on SEO alone, you’re at the mercy of the search engine algorithms – which means you could rank well for a certain keyword one day but drop down several spots the next. Conversely, if you rely solely on paid advertising to generate traffic from potential customers who are searching for keywords related to your business, there’s no guarantee that an ad will show up when someone does a relevant Google or Bing search – let alone result in enough clicks. Combining both approaches enables you to amplify your efforts with greater reach through targeted traffic via various digital platforms.

5. Maximize SERP Opportunities

Using both SEO and PPC allows you to make sure your website will always have visibility on SERPs (search engine results pages). This way, when people conduct a search for something related to your industry or business, there will be one of two options that appear – either an advertisement or an organic listing. If you combine these two strategies together, then no matter what people are searching for they’ll see something related to your company at some point. A combined ad campaign and SEO strategy could result in your brand appearing for ads or within the organic search results (provided there are keywords in each post).

If you’re not already employing both SEO and PPC strategies, now is the time to start! Doing so can help increase your visibility in SERPs, give you more control over your SERP real estate, and provide better insights into what’s working (and what’s not). In addition, it can be a more cost-effective marketing strategy than relying on one or the other. Don’t miss out on the benefits of employing both SEO and PPC tactics– talk to a digital marketing agency like Pontus Digimark or digital marketing agencies that specializes in this approach instead. Our team of digital marketing specialists can help you determine which strategies will work best for your business.