How Can PPC And SEO Work Together?
There is often much debate between those advocating search engine optimisation and those behind pay per click. Which strategy will provide the highest return on investment? Is PPC just a short-term tactic to use until the SEO campaign starts to take effect? There are disadvantages and advantages for both methods. The main advantage for SEO is that there is no payment for every visitor or click received; all traffic is free. However you are paying a flat fee to search engine companies to attain a place on their listings. Therefore for both schools of thought it is imperative to track your keywords and their success.
Testing
PPC is very important in the testing phase. It can provide a form of advertising that resembles a natural search but also gives you transparency, flexibility and control over the campaign results. In addition to running a pay per click campaign you can use it to test keywords which, if successful, could then be used for your SEO campaigns. This prevents you investing heavily in keywords that you are unsure of.
Protect your brand
You can use PPC to run brand campaigns. This is relevant even where you are listed number one when searched for naturally. There are users that will only recognise a sponsored link as the top listing and it does a brand no harm to be listed twice.
Control over all products and services
To be number one for your entire product portfolio would be expensive and difficult to achieve, so use PPC to fill in the gaps.
At Click Consult we can help with all your PPC campaign and internet marketing needs.
