Having a sound digital marketing strategy is vital to the success of every business. While many companies employ search engine optimization (SEO) or pay per click (PPC), they tend to view these marketing tools as being mutually exclusive. Combining the two, however, is often the solution for a winning digital marketing plan. Below we’ll examine how SEO and PPC offer the most benefit when combined as a part of a comprehensive approach to digital marketing.
Understanding Key Differences
To fully understand why both tools are beneficial, it’s important to examine key differences between SEO and PPC.
PPC is a non-traditional form of advertising on search engines. Ads are primarily targeted to potential customers, being displayed in response to user queries that feature your targeted keyword. This form of advertising is personalized, targeting users that are likely in your niche audience.
Search Engine Optimization (SEO)
SEO is more like casting a wide “net” into an “ocean” of web users. You create content on your website that causes your webpages to rank for specific keywords. When there’s a match between your used keyword and the searched keyword of a user- your web page is displayed on search engine results and traffic is generated. For example, you may optimize a product page for paintbrushes to rank for the keyword, “acrylic paint brushes.”
The critical difference is that you essentially pay for traffic generated with PPC (paying for each click), whereas the traffic generated from SEO is organic and free. Because they work differently, there are benefits to using both tools in your digital marketing strategy:
• Access to Keyword Data
• Increased Online Visibility
• Leverage Social Media Data
• Enhance Conversion Rate Optimization (CRO) Efforts
• Ability to Integrate E-commerce Feeds into PPC Ads
Experience the SharedLABS Difference
SharedLABS is a software and technology services company specializing in digital, web, cloud, and security solutions. At SharedLABS, we take a client-centric approach to digital development, providing value through technical excellence and innovative digital marketing solutions. We specialize in delivering customized digital marketing solutions to commercial, enterprise and government clients across the U.S.
Our team of digital experts will seamlessly integrate SEO and PPC into other aspects of your digital marketing strategy, to provide complete visibility, increased traffic and more dynamic website leads. Contact us today to discover more about our web and digital service solutions!