How a Combined SEO and PPC Approach Can Improve Digital Performance

Many individuals looking to increase leads to their site ask whether they should focus efforts on search engine optimization (SEO) or pay-per-click (PPC) strategies. While both methods have beneficial qualities on their own, a combined SEO and PPC approach can create a powerful digital strategy. As a result, this may be an effective way to improve search engine results page (SERP) performance and increase leads to your business, law firm, or organization.

Why Each Strategy is Important

While SEO and PPC can both drive traffic through keywords and data, there are notable differences between the two that give each unique value. PPC efforts may quickly improve SERP performance by putting your website above organic Google rankings. However, this can be costly for businesses competing for high-cost or low-converting keywords. On the other hand, SEO can be cost-effective but may take time to build up. For those with patience, SEO can provide long-term and consistent results for those that put out high-quality content and help Google rank their site. While each strategy can be effective on its own, combining the two can create additional value.

How PPC Data can Affect SEO Strategy

One way that a combined SEO and PPC strategy can be beneficial is by using data collected from PPC campaigns to improve SEO strategy. Keywords used in PPC campaigns can provide quick feedback that can influence a long-term SEO strategy. This can help a business analyze or test certain keywords to see if they are effective and profitable to target. Additionally, high-cost or low-converting keywords can be moved exclusively to SEO efforts to maintain PPC cost-effectiveness.

Combined Strategies on SERP Performance

Once a website is established, combined SEO and PPC efforts can give a business multiple listings in a Google results page. This can happen when your website is shown in Google ads, local results, and in organic search results. This can provide several benefits to a business, including establishing credibility, increasing awareness, and giving search engine users multiple opportunities to click on your website. For example, if a user clicks on the first link Google gives them, they may click on your PPC ad. Conversely, if a user skips past Google ads and only looks at organic results, then they may see your website due to SEO strategies. This, in addition to local SEO tactics, which tailors content to geographic locations, creates three potential opportunities to increase brand awareness.

The Best of Both Worlds

While SEO or PPC individually may be a viable strategy for a business, combining the two can create unique value. Combining SEO and PPC strategies can allow businesses improve both the short-term and long-term search engine performance simultaneously. This can create an opportunity for businesses to greatly improve their digital presence and increase incoming leads.