SEO and PPC: Driving More Traffic Together

SEO and PPC diagram

If you want to be successful at driving traffic to your site, you have to ensure that both SEO and PPC marketing strategies are being used. But how do they work together? Here’s how to use SEO and PPC to drive traffic and increase sales.

What Is SEO?

Search engine optimization (SEO) is a strategy to improve your website’s ranking in search engine results pages (SERPs). Essentially, SEO helps you attract visitors through searches—you want your site to appear when people search for related keywords. When you optimize your website for search engines, you increase traffic and your trustworthiness with potential customers. This can help boost conversions on other channels, like social media marketing or direct mail campaigns. 

What is PPC?: Pay-per-click advertising (PPC) is an internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. PPC ads are text-based ads that usually appear next to relevant search results or web content. PPC works well because you only pay when someone clicks on your ad – so if no one clicks, you don’t have to pay anything! The two most popular forms of PPC are Google AdWords and Facebook Ads. They both work differently, but they use similar bidding systems – so once you learn how one works, it’s easy to pick up how the other does too!

What Is Pay Per Click Advertising?

AdWords, Microsoft adCenter, Yahoo Search Marketing, and MIVA are all examples of pay-per-click advertising platforms. These services allow advertisers to display brief advertisements alongside search results or on specific websites you’re viewing. When a potential customer clicks on an ad, it takes them directly to your website. You only pay if someone clicks on your ad, not if they just look at it. This is one of the reasons why combining SEO and PPC can effectively increase traffic to your website. 

If you’re paying for each click, then it makes sense that you want as many people as possible to click on your ads. SEO tactics like keyword research, content creation, backlinking, etc., ensure that more people see your ads than ever before! Then, once they click on your ad, they’ll end up at a well-optimized page that will hopefully convert into a sale. It doesn’t take much imagination to realize how powerful SEO and PPC can be used in tandem to help drive lots of new business to your company. It’s been proven time and time again that well-executed campaigns using both techniques are highly successful in attracting customers from across the web.

Why Use Them Together?

Search engine optimization (SEO) and pay-per-click (PPC) advertising have the potential to be a winning combo for your company. SEO maximizes your company’s visibility in search engines, while PPC drives traffic directly to your website or landing page. It’s wise to use them together because both contribute different strengths: 

  • SEO will draw customers from every corner of Google
  • While a PPC campaign can pinpoint more specific types of searches. 

Combining these two strategies allows you to reach potential customers who are actively looking for your products or services—which means higher conversion rates! 

Tips On Converting Search Traffic Into Leads & Sales

Search traffic is a powerful tool, but it’s not exactly easy to turn into leads and sales. To do so effectively, keep in mind these tips for converting search traffic into your next sale: 

1. Start using targeted keywords: Using targeted keywords will help you attract more qualified visitors than those who may come from general search terms that aren’t relevant to your products or services. 

2. Create landing pages optimized for conversions: Your goal should be to drive as much traffic as possible toward conversion-oriented landing pages—which are designed with a single purpose in mind (getting users to take one specific action). This approach is essential if you want to make sure each visitor becomes a lead or customer rather than just another number on your site’s analytics dashboard. 

3. Write content tailored to each stage of the buyer journey: It can be tempting to focus your efforts on creating great content at every step of the buyer journey—from generating awareness and attracting potential customers to closing sales. 

Factors That Affect Search Rankings

Even if you discover keywords with a high volume of monthly searches, this does not indicate they are appropriate for your website. Search engines use a variety of variables when ranking search results, including how long people remain on a page, how trustworthy it is, how authoritative your domain is (and whether it has been punished by Google), what other sites connect to yours, and even what time of day or year they search. Your ranks will suffer if you don’t meet these variables..

For example, if someone puts an accountant Boston MA into Google, they are looking for an accountant who can not only help them with their taxes, but also one that is local to them. Local companies, such as dentists and car mechanics, would rank higher than online accountants, despite the fact that online accountants may receive more traffic overall, because those local firms appear first in the search results.

Creating Effective Ad Copy

Search engine optimization (SEO) is a complex undertaking using keywords, URLs, and link-building campaigns to drive targeted traffic to your website. 

Pay-per-click advertising (PPC), on the other hand, can provide fast results without much of an investment in marketing or development time. The key is creating an ad that works with SEO and PPC and helps users take action. 

Here’s how you can use SEO and PPC together to drive more traffic:

  • Let people know what they’ll get: Your title should be descriptive and relevant, not misleading. It should clearly tell readers what they will find when they click through.
  • Include one or two applicable search terms to your product or service, but don’t stuff it full of keywords just for search engines; it will make it seem like you are trying too hard.

Focusing On User Intent When Writing Ads

Google’s advertising platform, AdWords, allows you to customize your ads so that they match your customers’ search terms more precisely. This helps ensure that users find your ad instead of another advertiser. For example, suppose someone searches for an organic pasta salad recipe. In that case, she is probably in a food-shopping mindset—you want your ad to speak directly to her need. If you write an ad with keywords like pasta salad recipe, your customer might not click on it because it doesn’t really address her intent. Instead, try registering an ad using words like healthy pasta recipes for kids. That way, when people see your ad online or on their mobile device, they will be more likely to click on it because it matches their needs at that moment.

Contact D’Marketing Agency To Improve Your Online Presence.

If you’re looking for ways to increase traffic to your website, consider using SEO and PPC together. When used correctly, these two methods can work together to drive more visitors to your site. D’Marketing Agency can help you create a campaign that uses both SEO and PPC to get the most out of your advertising budget.

Contact us today and start your FREE Site Audit!

Conclusion

SEO is the most effective approach to increasing organic traffic to your website. Combining SEO with pay-per-click advertising can dramatically increase site views. Not only do you get a free boost from PPC’s ad placement, but pay-per-click ads can also help you hone in on what users are looking for. Create great content that answers your customers’ questions—and use PPC ads as a way of monitoring if you’re answering their questions correctly.

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