Posted on February 10, 2015 by admin
How Pay Per Click and Search Engine Optimization Can Go Hand In Hand
Two of the most important components of Search Marketing are undoubtedly SEO and Paid Search. However, they are often considered – quite erroneously I might add – to be mutually exclusive and to be not able to co-exist. Advertisers can often be misled into thinking that paid search is no longer necessary if they have achieved first page visibility through Search Engine Optimization campaigns. In this post, we shall debunk this myth and discuss how entrepreneurs can experience greater success by running PPC and SEO in conjunction.
Search Page Visibility Is Not Guaranteed
“SERP positions are not everlasting, as many webmaster have found out the hard way. There is no guarantee that you would be on the first page forever. Your place of that page might be lost due to competitor activity, algorithm update by search engines, or any number of factors. Of course this volatility can hamper your business growth and disrupt your future plans,” says Shawn Austin, Search Marketing specialist at ESP interactive Solutions, leading provider of SEO and PPC services in Bay Area.
In a remarkable contrast, that is not the case when it comes to paid search. A Pay-Per-Click campaign that has been around for a while and enjoys a good quality score can stay on the top positions by maintaining its Ad Rank. Of course it is no easy feat to accomplish and achieving and maintaining that Ad Rand involves a great deal of work if you want to ensure a low cost for running your ads.
Tow Are Always Better Than One
For each search query, the searcher receives around 10 organic results along with a maximum slot of 13 results for PPC ads. While it can be good to rank in the organic rankings, having two results on the page is even better. Since SEO is a long term process, you cannot ensure that you always show up in the top three organic results. However, you CAN ensure that you accomplish that by bidding for top 3 positions in paid search. While improved visibility may have its costs, it will also come with doubled chances of a click and lead generation.
Double Your Chances Of Lead Generation
The conversion to traffic ratio is a no brainer for everybody. The more traffic you have, the more chances are that this traffic can result in a conversion. Studies have indicated that advertisers have experienced 100% to 200% increase in conversions by running PPC and SEO campaigns side by side. While it might be difficult for everybody to achieve similar figures, it stands to reason that you should be able to see a marked improvement emanating from improved visibility in search pages and from enjoying more targeted traffic to your website.
So, here we are. By now it would have become quite apparent to you that by combining both of these great search marketing techniques, the overall probability of getting one of your results clicked improves drastically thereby enhancing your chances of lead generation. If you are looking to market your business online, ESP Interactive Solutions, one of the premier providers of SEO services in Bay Area, can help you accomplish your marketing goals.
For information on our services and pricing, please visit our very affordable SEO and PPC packages.