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The role of PPC and SEO in Digital Marketing Strategy

The role of PPC and SEO in Digital Marketing Strategy

With Google accounting for a staggering 92% of online traffic. It is crucial you are using effective PPC and SEO tactics to ensure that your website is appearing for relevant keywords and search engine queries.

What’s the difference?

SEO stands for Search Engine Optimisation and is the practice of optimising your website and its content to appear for important keywords and search queries. A successful SEO strategy will see your website rank higher on search engine results pages and can result in ‘organic’ clicks which don’t have to be paid for.

PPC stands for Pay Per Click which involves paying to advertise your website for specific keywords and search queries. As the name suggests, an advertiser is charged every time a user clicks their ad.

The Pros and Cons of each

SEO is a longer-term process but a worthwhile one. It can place your website at the top of search engine results pages without having to rely on long-term advertising costs. However, with SEO there is less control and ranking for keywords can be challenging and require more work.

With PPC you’ll see quick results as you can manually choose what keywords to display ads for. It’s a great way to give your search engine visibility a boost and to start driving immediate traffic to your website. PPC also presents opportunities beyond search engine results pages including social, display, discovery, shopping, and Performance Max campaigns. However, PPC can be expensive, and campaigns require ongoing management and optimisation.

Should I prioritise one?

Quite simply, both should be used to form part of your overall digital marketing strategy. Being successful with both means you are maximising your visibility on search engine results pages and the chances of your website being clicked on.

How do they work together?

1) Successful SEO can allow you to reduce your PPC advertising spend over time. If your website is ranking high organically for a particular keyword, that indicates an opportunity to reduce PPC spend on this keyword. Allowing you to invest more budget into keywords that are more difficult to rank for with SEO practices.

2) Remarketing is another great example of how SEO and PPC can work together. SEO can be used to get clicks from search engines and then PPC can be used to retarget visitors who didn’t convert and entice them back to your website.

3) PPC also presents campaign opportunities beyond search engine results pages. SEO can also be used to capture those customers who are searching, whilst PPC can be used to get your website in front of targeted/interested audiences who aren’t searching using a variety of campaign types.

Looking to increase your search engine traffic? Get in touch today for PPC and SEO support.

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