How to create a balance between SEO and PPC

How to create a balance between SEO and PPC Parallax Image

Without a doubt, in the online world, two of the key elements of a digital marketing strategy that any online business will strive to conquer are Search Engine Optimisation (SEO) and Pay Per Click (PPC). Both of these complex and strategic marketing techniques require insights, analytics and skills to master, however, all successful online businesses have found the sweet spot between the two strategies. Understanding how to play to the strengths of SEO and simultaneously PPC is imperative for any digital marketer, and creating a balance between SEO and PPC will help you to succeed online. Here’s why you need to find that balance, and how to achieve it.

What’s the difference between PPC and SEO?

Firstly, SEO is the art of optimising your website for search engines like Google, ensuring that pages of your website rank organically for the relevant keywords. PPC however, is when you pay for targeted adverts to appear at the top of the page to match the keywords users are searching for. In essence, SEO is unpaid traffic which is of course excellent for any business, and PPC is where you pay for every click that comes to your website. Finding a balance between traffic that is paid and unpaid is essential, because if you rely solely on PPC for your traffic, you risk not making a profit because your spend is too high. Similarly, if you rely on SEO, you might not be organically ranking for essential keywords that will drive traffic to your website.

Identify your strengths

The first way that you can create a balance between SEO and PPC is to identify your SEO strengths. Which keywords do you rank well for? If you have a good organic ranking for a set of keywords, you might not necessarily need to waste your marketing budget on paid adverts for these keywords. Instead of wasting budget on keywords you already rank well for, work on distributing your budget towards the keywords which don’t get as much organic traction.

Control your position

Another benefit of utilising PPC is that you get to control your position on the page for your chosen keywords. As long as your ads meet a certain quality score and your bids and budgets are right, you could ensure that you are the first listing a user sees on the page for a key phrase. With SEO, it’s far more difficult to control your specific listing, and there are several different elements which need to come together in order to achieve a strong organic rank. PPC is easier to control, and utilising this to ensure a prime position for the key phrases for your business could be an excellent tactic for acquiring conversions. Identify which keywords are most important for your business and ensure you allocate your budget accordingly to secure a top spot for any potential customers.

Ensure consistent flow of traffic to your website

Creating a balance between SEO and PPC will allow you to control the flow of traffic to your website, ensuring a constant stream of visitors. Good organic rankings will offer you a consistent flow of traffic, whereas PPC can offer you short and sharp bursts of traffic - however, it’s important to consider the type of traffic which each method brings to your website. Often, when users search for key phrases in Google, the websites provided in the organic listings, whilst being relevant, tend to have a more generic snippet of information and don’t always immediately provide the answer. Adverts are highly specific and targeted for each individual search term, offering the user a precise solution for their query. As such, it could be argued that paid traffic to your site, whilst of course being more costly to your business, could be more valuable in terms of conversions as long as your ad copy is right. It’s worth considering which areas of your business are your highest value or biggest selling point - and perhaps utilising PPC as well as SEO in order to dominate Google’s first page and get more eyes on your website.

Get specific with your targeting

In addition, another area that PPC excels in a way that SEO cannot is by offering you granular and specific targeting options, allowing you to narrow down the audience that you reach in order to benefit your business. For example, you can target users of a specific location, on specific devices or at specific times, allowing you full control over how your adverts are viewed and when. SEO results are significantly more difficult to manipulate, leaving you with very little room for flexibility.

In essence, the strengths of SEO are the weaknesses of PPC and vice versa. A successful PPC strategy will help you to develop an SEO strategy - which is imperative for any online business. Adverts which convert well and attract a lot of traffic to your website offer keywords and solutions that you should be aiming to improve with your SEO, helping to provide you with a granular and detailed roadmap of which keywords you need to optimise your website for. PPC should be viewed as a short term strategy - getting users to your website interested in your products or services and pronto, whereas SEO is a long term strategy, as you gradually seek to achieve dominance online in your related field through organic online presence.

To conclude, a balance between SEO and PPC will help your business to flourish online. PPC will help to drive targeted users to your site and SEO will help provide a consistent flow of traffic whilst keeping the costs down. Both are extremely valuable to an online business, and both have their merit - but when an appropriate balance between the two is achieved, that’s when you’ll find the most success.

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