The last decade has witnessed many transformations; the digital transformation is one of them. The evolution of technology and shift marketing has witnessed has resulted in a breathtaking competition on the digital platform. As there were many strategies for the offline, on ground tactics and methods to scale-up your business and increase the awareness of your product, similar marketing strategies are developed over time for the digital platform as well.
In the modern scenario, websites or apps are the first media of branding of your product. This online presence of your product or business comes under the umbrella term of Internet Marketing.
The two terms we are going to discuss comes under the broader heading of Search Engine Marketing (SEM), which has a primary motive of increasing the ranking of the webpage in Search Engine Results Pages (SERPs). It is mainly done through two methodologies; the first method is of organic search through Search Engine Optimization (SEO) and the second one is the paid one or Pay Per Click (PPC) listing. It is said by Google for PPC that:
“Businesses on average generate an income of $2 for every $1 spend on Google Ads.”
So, the online marketing trends that we are going to discuss are variable and keep on changing. In terms of ranking a website high on the SERPs both the strategies namely SEO and PPC are equally effective, while some of the businesses prefer SEO or the organic search strategy, on the other hand, other people prefer PPC, and also there exists a set of marketers who prefer both.
For those of you, who might be thinking about the affect one strategy can have on others when we implement both of them simultaneously, then the answer is “NO”. Both strategies do not affect site ranking when implemented altogether.
Before proceeding further to leveraging benefits of SEO and SEM, let’s discuss the differences between the two:
SEO and PPC: Differences & Similarities
Possibly you would have come across these terms over a period. Both of them fulfill the same goal of boosting the ranking of the webpage through Search Engine Marketing.
Whenever we go through a website, the content it has comprises of various keywords. Those keywords constitute to the ranking of the page. This technique is called SEO or Search Engine Optimization. Whereas, you would have come across some search results that have an “Ad” symbol attached to them. This means that this result either on top or at the bottom is placed by Google and you have to pay every time a user clicks on that.
While we have already discussed that both the techniques are separate and no one has an impact over the other. While one strategy can bring traction and work well for one user and the other one for a different user. But an ultimate strategy would be following a holistic approach that is taking both the strategies shoulder to shoulder and maximizing the benefits for your business.
We provide you with the following proven benefits of taking SEO and PPC collectively:
It will magnify your Presence
The search engine results page or SERPs most of the time present the PPC Ads at first and then align those organic search results. So, if we combine the SEO and PPC, altogether they will enhance your webpage ranking which in turn will help you gain traffic from your business vertical. Once your webpage is in front of the audience that shows interest in your product, it won’t take time for them to convert from visitors to leads and finally to customers.
Takeaway’s from your PPC experience
As once you have implemented the PPC strategy for your website, it will start to generate the traffic. From those various aspects of your website that you have implemented formerly go through various statistics and parameters such as content and keywords. Once you have gone through all those terminologies, notice the differences and implement them in your organic webpage.
Unfold the new Keywords
Keywords play an important role in scaling up your webpage, as we have already discussed the analysis in the last point, thoroughly analyze the keywords with a higher ranking. Use those keywords in your organic search strategy and integrating both organic and paid keywords means a wide variety of enriched keywords.
Strategically tackle the Social Media
As we are familiar with the presence of users over various social networking sites. And those social media platforms tend to deliver the results as per the user’s interest and demography. PPC gives you ways in which you can know the interest in your product and through that, you can pull-out traffic onto your organic search or SEO. As, once the user gets familiar with your product, it becomes easy for you to gain traction on a later stage. According to HubSpot, 65% of the B2B companies have acquired a customer through LinkedIn paid ads.
So far we have discussed various benefits and ways through which you can build traction over your webpage. Following both the strategies will surely leverage your business in one or the other vertical. In case, still, you are unable to decide or going through issues of Search Engine Marketing and struggling to mark your presence on this digital platform, then our top PPC consultation will help you to achieve the desired result.
Sanjeev Verma is the founder and CEO of Biz4Group, based out of Orlando, FL the United States. He has conceptualized the idea of Biz4 Brand and founded Biz4Group, and Biz4Intellia. He has 20+ years of experience in boosting IT-based start-ups to success. In the past, he has worked on leadership positions with Marriott Vacations, Disney, MasterCard, Statefarm, and Oracle.